On the occasion of International Women’s Day, Medianews4.com shines a spotlight on Pooja Merani, COO Wacoal India, and her role in shaping the future of premium intimatewear for the modern Indian woman.
Rooted in Japanese innovation and science-led craftsmanship, Wacoal has long stood for technical precision, comfort, and quality. In India, that philosophy is being strengthened under Pooja’s leadership, with a clear focus on fit education, consumer awareness, and building a comfort-first luxury experience for women.
With over two decades of experience across retail strategy, merchandising, product development, and operations, Pooja now spearheads Wacoal India’s growth across stores, e-commerce, and emerging business channels. Leading a team of 200+ employees, she is driving the brand’s strategy with a vision to position Wacoal as a category leader in premium lingerie.
What makes her journey particularly relevant for International Women’s Day is her leadership in a category that directly impacts how women feel every day. By prioritising innovation in fit and fostering more open conversations around intimatewear, she is helping shift the narrative from functionality to confidence and self-assurance.
Q. In targetting women consumers what do marketers continue to get wrong?
Too often, marketing to women in intimatewear leans on broad assumptions or aspirational visuals rather than addressing what women truly care about: comfort, fit, confidence, and real utility.
At Wacoal, we believe in elevating the conversation, educating women on how lingerie can support their everyday lives and not just their wardrobes. True engagement comes from helping women feel understood, not idealised.
Q. What would you like to see in terms of campaigns that target women?
Campaigns that inspire and connect authentically with real experiences. I’d like to see narratives that normalise fit conversations, spotlight diverse body types, and bridge product functionality with personal confidence, especially in categories like lingerie where the right fit can transform how a woman feels throughout her day.
Q. What marketing activities and innovations is Wacoal India undertaking for International Women’s Day and beyond?
For Women’s Day and beyond, we’re doubling down on education and empowerment:
- Fit-focussed initiatives across retail and digital platforms
- Storytelling that celebrates women’s individuality and confidence
- Content that demystifies lingerie fit, materials, and design
We continually innovate, fusing Japan’s Human Science Research insights with India-appropriate designs, because the right product and a meaningful conversation go hand in hand.
Q. Since India is a conservative country to market lingerie, does one have to be careful about the tone?
Absolutely, but careful doesn’t mean timid. Respectful, educational, and purpose-driven communication resonates far more than provocative messaging.
Our focus is on comfort, confidence, and craft, and when the tone reflects those values, it elevates the conversation in a culturally sensitive way.
Q. One of the goals is to foster more open conversations around intimatewear. Could you talk about how social media will be used in this regard?
Social media enables us to break taboos with dignity. We use it to:
- Share fit tips and debunk myths
- Engage audiences through interactive Q&A about sizing
- Present real women’s stories about comfort and confidence
The aim is to normalise discussions about fit and body awareness, encouraging women to explore intimatewear with confidence, not hesitation.
Q.Do traditional media platforms work like print, TV or does one need to be very selective about the vehicle?
Both traditional and digital media have roles to play. Print and TV lend credibility and broader narrative reach, especially for brand values and storytelling.
Digital media excels at education, personalisation, and community building. It’s not about choosing one over the other, it’s about aligning the medium with the message and respecting contextual sensitivities.
Q. Will Wacoal India work with female influencers to get the message ascross? Do satisfied consumers become influencers?
We do collaborate with voices who reflect our brand values, women who speak authentically about confidence, comfort or fit. Influencers help demonstrate products, styling, fit, and comfort in a relatable way.
But we equally recognise that satisfied consumers are powerful advocates in intimatewear. When women experience the right fit and comfort, they naturally share that with their circles, which can be more persuasive than a paid influencer collaboration.
Q. What tactics work in building empathetic, consumer-first leadership in women-centric categories?
It starts with listening to consumer feedback, challenges in product fit, and real life use cases. We invest in developing personalised fittings, expert consultations, and training, and we use data and research (like insights from our Human Science Centre) to make better products. Empathy is built when consumers feel genuinely seen, heard, and supported.
Q. For women why are fit and comfort foundational to confidence?
Because intimatewear is the first layer a woman wears. When it fits well and feels comfortable, it disappears into the day, and confidence emerges naturally.
Women shouldn’t be adjusting or thinking about what they wear underneath; they should be focused on their ambitions, their roles, and their lives.
Q.W hat have been the learnings from leading and scaling a global heritage brand in India?
You must balance global craftsmanship with local insight. We need to be locally relevant while maintaining a strong legacy and perception of quality that is inherent in our global brand.
India’s diversity, in body types, climates, and consumer behaviour, demands thoughtful adaptation. We listen to women, tailor our offerings accordingly, and build experiences that make premium intimatewear accessible, comfortable, and relevant to their lives.
Q. In 2026 what are the expectations of Indian women in premium intimatewear?
Indian women now expect:
- Inclusive fit and broader size ranges that fit the unique indian body type
- Everyday comfort combined with elegant design
- Transparency in how products are made and how they perform
They’re informed, discerning, and expect value, not just style.
Q. Could you shed light on the strategy to drive multifaceted growth through retail, e-commerce?
Our growth strategy is omnichannel. Retail stores offer personalised fitting and experiential engagement. E-commerce expands access, especially for customers outside metro centres.
We integrate data and digital tools to ensure the experience feels seamless, whether a woman is shopping online for convenience or visiting a store for expert guidance.
