SKIMS, the shapewear brand founded by Kim Kardashian, is preparing to open its first physical stores in Mumbai and Delhi, marking its official entry into the Indian market. This move, first reported by The Hindu on August 19, 2026, brings global celebrity influence and premiumisation directly to consumers in India’s developing shapewear sector. The arrival of a major international player creates both opportunities and significant challenges for India’s homegrown fashion and apparel startups.

The tracking of SKIMS by this publication began on August 7, 2026, anticipating its launch. Today’s detailed announcement confirms the brand’s physical retail strategy for India. The Indian shapewear market, where local players had previously dominated, now faces direct competition from a globally recognized brand. This shift will test the adaptability and innovation of Indian startups operating in the same space.

Competition and Startup Response

The Indian shapewear market has seen the emergence of several local brands, including names like UnderNeat and Butt-Chique. These companies have focused on understanding local body types, cultural preferences, and pricing sensitivities. SKIMS’ entry will introduce a new dynamic centered on global celebrity appeal, a broad range of inclusive sizing, and a premium positioning.

For Indian startups, this means intensifying their focus on differentiation. Competing solely on price will become harder against a brand with significant global marketing budgets and established supply chains. Instead, local players may need to focus more on aspects like hyper-local product fit, specific fabric innovations tailored to the Indian climate, or unique design aesthetics that resonate deeply with domestic consumers. The challenge will be to maintain market share and brand loyalty in the face of a highly visible international competitor.

Regulatory Scrutiny and Market Dynamics

The entry of a large global brand into a growing Indian market segment often brings the attention of regulatory bodies. The Competition Commission of India (CCI) monitors how markets operate to ensure fair competition and prevent practices that could distort the market or disadvantage smaller players. While the current situation is one of new market entry, any aggressive pricing strategies, exclusive agreements, or excessive marketing spend that could be seen as predatory might draw CCI scrutiny. Indian startups should remain vigilant about market practices and understand the mechanisms available to them for addressing anti-competitive behavior.

Furthermore, the Department for Promotion of Industry and Internal Trade (DPIIT), which champions the growth of Indian startups, will likely observe how local brands fare against this new competition. The DPIIT’s various initiatives, including startup recognition and support programs, aim to support a resilient and innovative domestic startup community. The performance of Indian shapewear brands in this new competition could inform future policy considerations regarding support for indigenous businesses facing global competition. This could include a renewed focus on schemes that encourage local manufacturing, design innovation, or market access for Indian-made products, potentially even expanding the scope of existing Production Linked Incentive (PLI) schemes to cover more niche apparel segments.

The presence of a global premium brand could also elevate consumer expectations for product quality, material innovation, and customer service across the entire category. This creates an opportunity for Indian startups to raise their own standards and invest in research and development to match or exceed these new benchmarks. Those that can innovate effectively, perhaps by using India’s textile expertise or by adopting sustainable practices, may find new avenues for growth.

SKIMS’ physical launch in Mumbai and Delhi marks a clear inflection point for India’s shapewear market. It is a moment for Indian startups like UnderNeat and Butt-Chique to reaffirm their unique value propositions and demonstrate their ability to thrive amidst global competition. Their success or adaptation will be a key indicator for how Indian consumer brands can operate in globalized markets.

Quick Facts Close

Where will SKIMS open stores in India?

SKIMS is set to open its first stores in Mumbai and Delhi.

What Indian brands operate in the shapewear market?

Homegrown brands like UnderNeat and Butt-Chique operate in the Indian shapewear market.

Compiled by Launch91 Desk from the sources linked above. More about Launch91.