Dubai-based Apparel Group is stepping up its India playbook for Victoria’s Secret, a US lingerie and clothing label, with the appointment of Bollywood actor Triptii Dimri as its first brand ambassador in the country, signalling a sharper push towards localisation in one of its fastest-growing markets.

The move comes amid intensifying competition in India’s premium lingerie and athleisure segment, where global and homegrown brands are vying for a young, fashion-conscious consumer base. By onboarding Dimri—whose appeal cuts across urban millennials and Gen Z—the brand is aiming to build stronger cultural relevance and relatability.

Victoria’s Secret’s India journey has been relatively recent but strategic. The brand entered the market with an online beauty store on November 22, 2021, before opening its first flagship physical store at Phoenix Palladium Mall on September 10, 2022, offering lingerie, beauty, and accessories. Since then, the company has been expanding its retail footprint across key metros while strengthening its omnichannel presence.

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The latest campaign featuring Dimri coincides with the launch of the Summer Signature and Cool Air collections, both focused on comfort-led, everyday essentials. While product innovation remains central, the ambassador strategy underscores a broader shift—from aspirational global branding to more locally nuanced storytelling.

“India continues to be a high-growth and strategically important market,” said Abhishek Bajpai, CEO, Apparel Group India, highlighting the brand’s focus on tapping into evolving consumer preferences centred on confidence, individuality, and comfort.

Dimri said she is excited to partner with the brand, adding that its focus on individuality and comfort strongly resonates with her.

For Apparel Group, which operates over 300 stores across 50 cities in India and manages a portfolio of more than 20 brands, the emphasis is increasingly on deepening engagement rather than just scaling presence. Globally, the group runs over 2,500 stores across 85 brands, giving it the scale to bring international labels into emerging markets.

For Victoria’s Secret, which has been repositioning itself globally to emphasise comfort and diversity, India offers a critical growth lever. However, the market also demands agility, with consumers expecting a blend of global aesthetics and local relevance.

As competition intensifies, the brand’s success will hinge on how effectively it balances its legacy of glamour with the rising demand for functional, everyday wear—an equation it is now attempting to solve through a more localised lens.