In the 60s we had the opportunity to burn the bra for good, but for some reason it came back, and how. Now, not only do we have to grapple with style, shape and colour, the numbers — 32 B, 36C, 34D, et al — are mind-boggling and have the power to intimidate even Einstein, were he alive to witness this phenomenon.

In Mumbai, the blundering and the fumbling with bra sizes is because a majority of women are simply not comfortable with anyone measuring them, even though salesgirls armed with measuring tapes are always ready to oblige. “I think our customers feel uncomfortable and embarrassed,” says Siddhi Gaikwad, a salesgirl who works in the lingerie department of a Shopper’s Stop outlet. Middle-aged women are more open minded, she says. “They always ask for help because for them, size is very important.”

High-end lingerie stores like Boudoir London, have also noticed that women tend to live a greater part life wearing ill-fitting bras.“We request them to take our help, and since we have girls to take the measurement there isn’t a problem,” says Neelam Sathe who works at Boudoir London.

But while lingerie departments are quietly starting a revolution in the city, they are limited to educating women who are willing to invest Rs1,000 or more in a bra. For those looking for a quick and cheap fit, the streets are the preferred shopping grounds. On Linking Road, for instance, you’ll find bras for nothing more than Rs100. Measurement is out of the question.

“They never ask us to measure them, and we can’t ask them either, because they may take it in the wrong way,” says Harish Gaikwad, whose street shop on Linking Road specialises in cheap but “fashionable” innerwear. Knowing your bra size won’t help. As these shops don’t sell well-known brands, there is no consistency in the sizes. Here, a 32B is no different from a 33A. Differences like these don’t seem to matter to customers. “I am willing to compromise. The upside is that I get some fashionable stuff at throwaway prices,” says Pinky Khanna, a 25-year old flight attendant.

For most women, there’s only one criteria that seems to matter. “They shouldn’t sag,” grins Anushka Iyer, 25. It brings to mind the infamous advertisement featuring tennis beauty Anna Kurnovikova promoting ‘shock absorber’ sports bras. The slogan ran: ‘Only the ball should bounce’. That campaign never made it to India.

Health check

Breathing problems: According to a study conducted by the British School of Osteopathy, ill-fitting bras put stress on bones and muscles, causing breathing problems.

Skin problems: Studies have shown that if the bra is too tight, and worn for long periods of time, it can cause lesions on the skin.

Back aches: An ill-fitting bra can cause the trapezius muscle — which connects the neck to the shoulder — to tighten. This can lead to shoulder and back pain.