Mybra Rebrands as Gossip Store, Blending 50+ Years of Heritage with Modern Fashion

Mybra, the lingerie brand that has quietly anchored itself in Indian households for more than half a century, is stepping into a new identity. On September 4, the company announced its rebranding as Gossip Store—a move designed not to erase what came before, but to carry it forward into a market that has changed dramatically since 1968, when the original brand was founded.

When Mybra launched, Indian women had few options for undergarments that actually fit their bodies or acknowledged their daily lives. The brand's first innovation, a round-stitch bra called Vimal, became emblematic of what the company would come to represent: practical design rooted in understanding. Over the decades, Mybra built loyalty among more than 50 lakh women across the country by refusing to choose between affordability and quality. The company designed soft cotton bras for everyday wear, created durable products that survived years of use, and always kept prices within reach. This wasn't marketing. It was the business model.

But India's lingerie market has shifted. Younger women now see undergarments not just as functional necessities but as expressions of style and confidence. They want comfort and fashion simultaneously. They want to feel empowered, not just covered. Gossip Store represents management's answer to this evolution. The rebranding preserves the core promise—affordable, well-made lingerie designed for Indian bodies—while wrapping it in a contemporary aesthetic that speaks to women who grew up with different expectations than their mothers.

The product range reflects this dual vision. Gossip Store offers breathable non-padded bras alongside stylish padded options. It has introduced stretchable saree shapewear tailored for traditional Indian dress, sports bras for active lifestyles, and inclusive sizing for curvy women. Each product category carries the fingerprint of five decades of manufacturing expertise, but the marketing language and visual identity now signal something younger, bolder, more individualistic.

Managing Director Sayilen Radhakrishnan and Gossip Store Managing Director Nitheshna Sayilen framed the transition as honoring the past while stepping confidently into the future. The company is betting that women who grew up with Mybra will recognize themselves in Gossip Store, while new customers will see a brand that finally speaks their language.

The expansion strategy is decidedly modern. Gossip Store operates through its own website and major e-commerce marketplaces, with plans to build an omnichannel presence that reaches women in metros and Tier 2 cities alike. The company is investing in manufacturing capacity and positioning itself not just as a domestic player but as an export brand, with growth planned across the Middle East and Southeast Asia. Digital-first strategies, influencer collaborations, and social media engagement form the backbone of the approach.

What remains constant is the fundamental insight that built Mybra's reputation: Indian women deserve lingerie that understands their bodies, their budgets, and their lives. Gossip Store is betting that this insight, refreshed for a new generation, is still the most powerful thing the brand has to offer.