Archive · 2 Sep 2026
Naughty Rituals Seeks to Democratize Luxury Lingerie in India
Naughty Rituals is an Indian brand that makes fancy lingerie.
Its founder, Arisha Nigam, believes beautiful lingerie should not be affordable only for wealthy people.
She also thinks lingerie should not be treated as something embarrassing or secret.
The brand sells many kinds of intimate clothing and swimwear.
It uses designs inspired by luxury fashion but aims to offer stronger value.
Its advertising shows people of different ages, sizes, and life stages.
The company says lingerie should help women feel confident for themselves.
It is growing as more Indian shoppers look for higher-quality and more fashionable products.
Founder Arisha Nigam created Naughty Rituals to make luxury lingerie more accessible to Indian consumers.
The brand targets a gap between utility-focused lingerie and expensive international luxury labels.
Its collections include lingerie sets, bodysuits, babydolls, garters, stockings, collars, gloves, and swimwear.
Naughty Rituals promotes body confidence and self-expression across ages, sizes, and life stages.
India’s lingerie market is growing, with online sales and the premium segment projected to expand significantly.
- Who
- Arisha Nigam, founder and designer of Naughty Rituals, and her lingerie brand.
- What
- Naughty Rituals is building an accessible luxury lingerie brand focused on design, affordability, body confidence, and self-expression.
- When
- The brand is operating as India’s lingerie market expands; the article gives no specific date.
- Where
- India, with the brand serving Indian consumers.
- Why
- Nigam wants to bridge the gap between basic utility lingerie and expensive international labels while challenging embarrassment and secrecy around lingerie.
- Brand
- Naughty Rituals
- Founder and designer
- Arisha Nigam
- Market
- India’s lingerie market
- Estimated market size
- More than $5 billion, according to industry estimates cited in the article
- Future market projection
- The overall market could approach $10 billion by the end of the decade
- Product range
- Lingerie sets, bodysuits, babydolls, garters, stockings, collars, gloves, and swimwear
- Brand positioning
- Premium, design-led lingerie without the traditional international luxury markup