Why We Need to Rethink Maternity Wear in India

The mother-and-baby care sector in India is large, fast-growing, and full of opportunity.  This shows there’s a big demand. But even with this boom, most products still don’t focus enough on comfort both physical and emotional.

That’s why we need to rethink maternity wear in India. It’s not just about style, but about putting moms first. Maternity clothes should support women through physical and emotional changes that come with pregnancy.

Maternity Wear: Comfort vs. Commercialization

The explosion of maternity brands, influencer-led launches, and bump-friendly styles signifies a broader social acceptance of pregnancy fashion. However, this expansion has also led to over-commercialization.

Many maternity wear fashion focus more on fleeting trends, celebrity endorsements, and high markups rather than genuine comfort and utility. They offer a wide variety of maternity dresses, kurtas, and fusion wear, but often overlook long-term comfort and practicality.

Despite the rise of designer labels and international brands, the numbers reveal something important. Many buyers continue to prefer large e-commerce platforms over niche maternity websites, largely due to broader product selection, better pricing, and convenience.

Although India’s maternity wear market surpassed ₹2,000 crore in 2017, the growth has been concentrated in urban areas and large retail players. According to a 2022 Mylo survey, 60% of mothers felt maternity wear was often too casual and unflattering, while nearly 40% cited lack of affordable options as a key concern.

Indian families typically spend ₹1.5–₹4 lakh on mother and baby care during the first three years, covering delivery, medical care, diapers, and other essentials. Studies show maternity garments often lack breathability and cause discomfort, including itchiness and fabrics that trap heat

The real issue with Maternity Wear?

Most maternity designs focus on trends and market demand rather than truly understanding the experience of motherhood. They often overlook real needs such as swollen feet, sensitive skin, breastfeeding comfort, and emotional changes.

Putting the mother first means choosing soft, stretchable, and breathable fabrics; offering adjustable fits; providing easy nursing access; and using materials that are safe for delicate skin. Each outfit should be designed to keep the mother comfortable, with the flexibility to be worn as regular clothing after delivery.

Redefining Maternity Wear: How MUMYU Prioritises Comfort, Functionality, and Emotional Support

The future of maternity wear in India should focus on designing for mothers, not just for profit. That’s exactly what MUMYU is all about.

At MUMYU, we put mothers first. Rather than following just trends or looks, we create clothing that is comfortable, practical, and safe to wear. Every design is based on real feedback from moms, ensuring each piece supports both body and mind through all stages of pregnancy and beyond.

Our maternity wear is designed to be soft, stretchable, and comfortable to wear before, during, and after pregnancy. With adjustable fits, feeding-friendly zips, and skin-safe fabrics, our products help mothers reduce common concerns such as itching, overheating, and discomfort. From maternity wear to infant wear, every product is well-researched. We have taken real-time feedback from mothers about their concerns and thoughtfully incorporated those insights, along with inspiration from ancient Indian philosophy, into our designs.

From comfort to eco-friendliness and cost-effectiveness, we have carefully catered to the needs of working women while also respecting mothers’ sentiments. Our products are truly bump-friendly made to support mothers through every stage of their journey.

Most importantly, we listen. From swollen feet to emotional ups and downs, MUMYU understands what mothers truly need. We’re here to help women feel confident, supported, and truly comfortable during one of the most special phases of life.

Conclusion

As India’s maternity market grows, it's time we shift the focus from trends and profits to real, mom-first design. When design is guided by empathy and real-life needs, it not only uplifts mothers it also redefines the future of maternity fashion in India.