Maternity put on will get more and more fashionable with Indian ladies, nonetheless market lacks type and reasonably priced choices: Mylo survey

ANI | Up to date: Sep 29, 2022 14:03 IST

Gurugram (Haryana) [India], September 29 (ANI/PRNewswire): Mylo, a number one full-stack resolution for anticipating and new moms, right now introduced the outcomes of a survey performed with anticipating and new mothers round their preferences in maternity put on.
Mylo surveyed 5400 moms pan India of their group to know whether or not the class was truly fashionable with Indian women and the maturity degree of the class within the attire enterprise.
The important thing findings: 76 per cent of Indian women imagine that one ought to spend money on maternity put on. 56 per cent put on outsized clothes moderately than adopting specially-suited maternity garments. Maternity gown (33 per cent) discovered to be extra fashionable than the salwar kameez (26 per cent) with pregnant ladies. Hottest buy platform for maternity put on had been normal e-commerce websites (54 per cent) adopted by maternity-specific D2C portals (21 per cent)
Whereas being pregnant is a cheerful time for girls, it may also be an amazing and complicated time for a lot of. Throughout this stage of life, one’s physique goes via a lot of adjustments because it will get able to assist the expansion and improvement of a child.
As a consequence, this era requires fairly just a few life-style modifications resembling altering consuming habits, in addition to revamping the wardrobe to incorporate clothes that may accommodate the rising physique. Maternity put on then turns into essential to accomodate the being pregnant bump and to make sure absolute consolation. 76 per cent of Indian moms surveyed imagine that one ought to spend money on maternity put on. Regardless of the overwhelming recognition of its practicality, greater than half of the ladies (56 per cent) surveyed revealed that they often dimension up and put on saggy outfits throughout being pregnant, moderately than sporting clothes that’s specifically fitted to maternity use.
Though the salwar kameez, with its give and forgiving silhouette, has been the go-to possibility for pregnant ladies within the nation for generations, its ubiquity could also be declining. The Mylo survey discovered that after outsized choices, the second hottest being pregnant clothes merchandise was maternity attire, worn by one-third of ladies (33 per cent), adopted by the salwar kameez(26 per cent).
Maternity tops had been donned by 13 per cent of ladies, whereas maternity bottoms (leggings and trousers) had been utilized by lower than 10 per cent of the respondents. When it got here to post-pregnancy clothes, 32 per cent of ladies reported sporting nursing bras and 30 per cent mentioned that they’d used assist belts.
Nearly each girl who was surveyed reported prioritising consolation when deciding on maternity clothes, with a desire for breathable but structured choices that may present sufficient assist. Nonetheless, a craving for consolation doesn’t equate to a whole disregard for type, with the bulk (60 per cent) of respondents describing that their least favorite high quality about maternity put on was that it was too informal and never very flattering.

A 3rd of the respondents felt that the market was too restricted basically and did not have sufficient selections, whereas nearly 40 per cent of the ladies reported there weren’t many reasonably priced choices for them.
Most ladies browsed and shopped for maternity put on on-line, the preferred possibility being on normal e-commerce clothes websites (54 per cent), adopted by maternity-specific direct-to-consumer (D2C) portals (21 per cent). Phrase-of-mouth was the strongest guiding issue for making a purchase order, with nearly all of respondents (60 per cent) counting on family and friends for recommendation, adopted by 20 per cent relying on suggestions from on-line influencers.
Based on Mylo’s survey, celebrities didn’t come throughout as influencers for maternity put on with solely 2 per cent of Indian women taking their cue from celebrities.
Commenting on the survey findings, Shaveta Gupta, Head, Content material & Group, Mylo, mentioned, “Being pregnant is a time when many ladies expertise bodily discomfort resembling again ache, physique ache and sore breasts. Maternity put on is crucial to assist scale back discomfort and in addition to make moms appear and feel good. Girls throughout the nation are nonetheless in search of the suitable maternity put on possibility that not solely gives optimum consolation, however doesn’t compromise on type and is on the market in each price range. Now with the expansion of new-age D2C gamers getting into the maternity put on market, the phase is gaining favour with Indian women.”
Mylo is an ITC-backed main full-stack D2C platform for anticipating and new moms. It acts as a detailed companion to moms as they embark upon this journey of elevating a household. The platform gives a personalised expertise, a useful group of moms & consultants, and curated merchandise – all the pieces a mom wants for her parenting journey.
Final 12 months, Mylo launched its personal D2C Brands for Mothers & Babies in private care, premium Ayurveda and every day necessities primarily based on group suggestions and leveraging its R&D capabilities.
Just lately, Mylo has launched Mylo Clinic, the place a brand new or anticipating mother will get entry to curated well being packages and may guide consultations with medical doctors and consultants. Mylo has lately raised $17 mn in Collection B funding. At Mylo, the corporate’s imaginative and prescient is to – “Elevate Happiness” of all moms as “Pleased mothers increase comfortable households”.
For more information go to: https://mylofamily.com
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