big sizes are now big business for etailers who are tapping a largely ignored segment the battle of the sizes never ends if size m fitted you to a t last summer you find yourself struggling to fit into an xl this monsoon who knows what winter will bring as more indians expand horizontally 30 million and counting obese indians as per the latest global burden of disease report the market for plussize fashion is getting bigger especially online for instance more than six out of ten brands on eretailer myntra offer on eretailer myntra offer about 25 of their portfolio in plus sizes this has moved up from less than 10 in 2014 more brands are now creating separate lines to cater to the demand from this category says naresh krishnaswamy head of revenue myntra which offers large sizes from 2xl to 5xl on jabong the largest size on offer is 7xl the online fashion retailer has registered more than 100 growth in plussize category in the last financial year in may this year limeroad an online womens fashion retailer launched an 800plus collection of womens clothing in large sizes indian women looking for plussize clothing often find it difficult to find stylish clothes that fit them we entered this segment to enable women to experiment freely with their looks says suchi mukherjee ceo and founder limeroad the portal offers a range of printed dresses tops kurtis shorts capris etc in sizes up to 5xl industry experts says its not just the increasing girth of indians but more confidence in their bodies that is fuelling this growth people who are overweight are now demanding their pound of fashion they want to pick up the latest styles and cuts rather than get shapeless garments stitched at the neighbourhood tailor or shop abroad says an industry insider monisha datta a 34yearold pr professional in delhi explains this with her mothers example shes a 3xl and till a few years back only wore salwar kameezes because of a lack of options but now she regularly shops for tunics and skirts her size says datta the rush for plus is most noticeable in the innerwear category the sizes contribute approximately 24 of all sales on zivame an online lingerie store ceo and founder richa kar says that in the past one year the sale of plus sizes has registered a staggering 336 increase for every two people viewing sexy k lingerie one views plus sizes adds kar the portal stocks brands like curvy kate that exclusively make dk cup sizes though shelf space in brickandmortar stores is still dominated by s m and l sizes some brands like pluss all mustard amydus and oxolloxo are making an attempt to make inroads into the xxl market sale of 2xl and 3xl has increased by 15 in the last four to five years says lavish soni head of retail operations and sales at mustard fashion commentator and former editorinchief of elle india nonita kalra