The new wave of Indian swimwear

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₹12,500 crore every month on foreign travel in FY 2023-24. Naidoo also highlights the popularity of weekend getaways and staycations, which fuels the demand. Contemporary retail experiences, including the open-plan layouts of stores and women sales personnel in the lingerie and swimwear sections, also make a difference.

Earlier, swimsuits for style and leisure found so little retail space in India that vacations abroad offered better opportunities. Kochi-based filmmaker Anoodha Kunnath bought her first swimsuits in Oman a decade ago. “I did look at swimwear brands in India, but the nice-looking ones in my size cost ₹4,000 and above," she says.

“It seemed unnecessarily indulgent for something I don’t wear that often." Kunnath opted for Marks & Spencer, Decathlon, and fast fashion labels earlier; now, homegrown labels like The Summer House and Coco Palm are on her radar. Saoni Daini, founder of fashion label Sazo, says vacationers dominate her swimwear clientele. Sazo swimsuits feature colourful, kooky digital prints, an aesthetic that earned the brand a SpongeBob collaboration this June.

The demand for new designs encourages swimwear makers experimenting with neon hues and animal prints, colour blocking, cutouts, and vintage styles. One-piece suits are fail-safe, but Naidoo notes that bikinis do sell and Daini makes a case for high-waisted bottoms. Modest designs such as swim skirts and dresses are elevated with sleek tailoring.

Women also seek products such as wraps and covers that can be used to take their swimwear from beach to bar, from pool to family lunch. Prices have also become more competitive. Swimwear at Dweep costs between ₹6,999-14,999; labels such as The Summer House and Sazo price their designs at under