Renowned Australian brand specialising in men's swimwear, underwear, and clothing, AussieBum plans to establish its own manufacturing unit in India to target both domestic and international markets, says Sean Ashby, Founder and CEO.

With aspirations to claim a 3-5 per cent share of India's innerwear market by 2026, AussieBum has already commenced online sales and aims to leverage localised production for this endeavor. According to Ashby, this approach not only fosters employment opportunities but also integrates Indian talent and resources seamlessly into the brand's design and innovation processes.

Since its inception in 1999, AussieBum has evolved from a modest swimwear venture into a recognised global brand. Acknowledging India's emergence as a fashion hub where global and local styles converge, Ashby emphasises the brand's commitment to cater to the preferences of modern Indian men, who prioritise fashion, functionality, and sustainability in their apparel choices.

Against the backdrop of increasing consumer preference for sustainable fashion, AussieBum commenced its Indian operations in October 2023. The brand currently operates manufacturing facilities in China, Bangladesh, Thailand, and Vietnam, reflecting its global presence and commitment to quality production.

Currently valued at approximately Rs 48,123 crore, the men’s innerwear market is poised to grow at a projected Compound Annual Growth Rate (CAGR) of 11.5 per cent by 2025, reaching a market value of Rs 26,952 crore. AussieBum's entry into the market signifies a strategic move to tap into this burgeoning sector and offer consumers a blend of style, functionality, and sustainability.