In a world where comfort meets style, VIP Clothing redefines men's innerwear in India, says Kapil Pathare, Director and a prominent figure in the Indian fashion industry.  Pathare has spearheaded the brand’s launch of the Frenchie X menswear innerwear collection, setting new standards for quality, affordability, and innovation.

First introduced in Goa, the collection is currently making waves at the prestigious IntimAsia 2025 fashion show in New Delhi, solidifying its position in the industry.

Catering to Indian consumers, VIP Clothing aims to provide a premium collection, states Pathare. The company envisions making high-quality innerwear accessible, offering a sophisticated blend of luxury and affordability.

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Innovation in fabric and design

Crafted from Micromodal fabric, the Frenchie X collection made from Tencel and micromodal elastin, which sets it apart in terms of comfort and functionality. The collection has been launched in Micromodal fabric crafted from Tencel and micromodal elastin. It's 3x softer than cotton, explains Pathare, emphasizing the fabric’s superior feel.

Beyond its softness, the fabric is designed with practical benefits for its modern consumers. It’s moisture-wicking properties help absorb sweat, making the fabric more breathable, stylish, and comfortable, Pathare adds. This ensures that Frenchie X innerwear is not just about luxury but also about performance, he states.

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Affordability without compromise

One of the key differentiators of the collection is its pricing strategy. The collection is available in India at less than Rs 500, says Pathare. This pricing strategy makes premium innerwear more accessible without compromising on its quality, he adds.

Additionally, the packaging and the overall look and feel of the product have been defined to give a very premium look, Pathare notes.

Expanding reach and availability

As the brand expands its reach, availability remains a crucial focus. The label targets the top 20 cities to launch the platform, Pathare reveals. It plans to launch Frenchie X available in physical stores across major metropolitan areas, including upcoming launches in New Delhi and Mumbai.

Additionally, the collection will also be made available on online platforms to help reach a broader consumer base, he adds.

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A milestone at IntimAsia 2025

Intimacia 2025 marks a significant milestone for Frenchie X, as it takes center stage at one of India's most prestigious fashion events. VIP clothing will host a fashion show to showcase Frenchie X at the event, giving the brand’s consumers a premium look product at a very affordable price, shares Pathare. The event will highlight the brand’s commitment to blend high fashion with everyday comfort.

Redefining the innerwear market

More than just a new innerwear collection, Frenchie X symbolizes a transformation in the Indian innerwear market, shares Pathare. With its focus on superior fabric, affordability, and accessibility, VIP Clothing revolutionizes the industry, bringing premium comfort and style can within everyone's reach.

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In the ever-evolving world of fashion, athleisure has emerged as a dominant force, seamlessly blending comfort and style.

Offering valuable insights into this trend, Sumit Santhalia, Co-founder, Technosport, a trailblazer in the Indian athleisure market observes a significant shift away from traditional, uncomfortable fashion. People are moving away from itchy fabrics and uncomfortable fashion. Athleisure is one of the key responses to this demand, he states. Positioned as a ‘tech wear’ brand, Technosport combines functionality with contemporary style, catering to the active lifestyles of its consumers.

Having over 15 years of experience, Santhalia has steered Technosport from a manufacturing-centric operation to a consumer-focused brand, aligning with the modern consumer's demand for comfort, functionality, and style. His commitment to innovation and quality positions the brand for continued success in the dynamic world of fashion.

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Evolution and consumer shift

Starting as a manufacturing brand, Technosport is slowly transitioning into a more consumer-facing brand, explains Santhalia. This shift mirrors the broader change in consumer behavior, accelerated by the COVID-19 pandemic. Consumers have understood the real need for comfort wear, he notes, underscoring the pandemic's role in prioritizing health and comfort.

Growth and market expansion

Looking ahead, Santhalia is optimistic about Technosport's growth. The company looks forward to greater business in the next five years across India, he observes. To achieve this, Technosport actively participates in exhibitions and fairs, aiming to strengthen its market presence.

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Manufacturing challenges and government Initiatives

Despite the booming market, challenges persist, Santhalia points out. There is a lack of a robust manufacturing ecosystem in India, which has historically relied on imports for high-quality activewear, he says.  However, the government strives to  boost local production through initiatives like the Production-Linked Incentive (PLI) scheme. 

While the PLI scheme has its challenges, such as high turnover rates that make it difficult for many manufacturers to qualify, the government is working to tweak the norms, Santhalia explains. This adaptability could pave the way for more Indian brands to thrive in the athleisure sector, he adds.

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Global collaboration and technological advancements

Highlighting the global landscape of activewear technology, Santhalia says, Taiwan is currently the world leader in activewear technology, and we are seeing many Taiwanese brands setting up operations in India. This collaboration could lead to significant advancements in the quality and innovation of athleisure products available to Indian consumers, he notes.

Future of the athleisure market in India

The athleisure trend is more than just a fleeting fad in India; it represents a fundamental shift in how people perceive fashion and comfort. With brands like Technosport leading the charge, the future of athleisure in India looks promising. Santhalia's vision and Technosport's commitment to innovation and quality position the brand for continued success in this dynamic market.

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Indian ethnic wear brand Kalki Fashion has launched a new occasion wear collection for Eid 2025, titled, ‘Mehfilen.’

Offering men's and women's occasion wear, this collection is designed for family gatherings and blends nostalgic elements with modern comfort.

According to Kalki Fashion, embodying the spirit of Eid, the collection symbolizes quiet moments of reflection, joyful reunions, and the irreplaceable warmth of family traditions. The women's collection features an ethereal color palette of blush tones, ivory, and other soft hues, while the menswear offers rich shades of olive green, gold, beige, and champagne. Few highlights from the collection include floor-length anarkali suits inspired by Mughal grandeur and Indo-Western style sharara sets, providing a contemporary touch. Fabrics used include organza, sheer tulle, lightweight muslins, and Chanderi weaves.

Priced from $180 to $480, the collection is currently available on Kalki's direct-to-consumer e-commerce website. It is also being sold across Kalki's physical stores in cities such as Mumbai, New Delhi, Hyderabad, Ahmedabad, Bengaluru, Surat, and Indore.

In the ever-evolving world of fashion, where trends shift at breakneck speed, one brand is redefining the innerwear and activewear landscape in India. Spearheaded by cricket icon Virat Kohli, ‘One8’ is more than just an apparel brand - it’s a movement built around comfort, quality, and cutting-edge innovation.

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A visionary leader

At the forefront of this venture is Vikas Kohli, Managing Director, Aeon Sports India. With a deep understanding of the market, Kohli underscores the significance of quality and sustainability in their product line. It’s the company’s responsibility to uphold the brand’s integrity and ensure consumers receive top-tier products at competitive prices, he emphasizes.

This commitment to excellence is particularly evident in their comprehensive sock collection, featuring performance and health-focused designs tailored for today’s dynamic consumer.

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Expanding the horizon

While One8 has already made significant strides in the sock market, the brand's vision extends much further. The brand plans to expand its portfolio to include loungewear and activewear, tapping into the growing demand for versatile and stylish apparel.

It is already present in this category, but due to some internal structuring, plans to relaunch it soon, reveals Kohli. This strategic expansion aims to cater to a broad audience, offering stylish, functional pieces for every lifestyle.

The power of celebrity endorsement

Virat Kohli’s influence as a globally recognized sports star plays a key role in elevating the brand’s visibility and credibility.

Celebrity endorsement is a crucial part of tbe brand’s marketing strategy, Kohli acknowledges. However, the product’s success must rest on its own merits, he insists. The product must deliver on quality and innovation, he asserts.

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A promising future

Looking ahead, Kohli is optimistic about One8 growth trajectory. The brand has highly ambitious growth plans for the next three to five years, he shares. With a diverse portfolio that includes brands like Futons and Hyper Fit, the company is poised to secure a strong market position.

India’s innerwear and activewear segment is primed for innovation, and with visionaries like Vikas Kohli at the helm, the future looks bright.

As One8 gears up to launch new categories and expand its reach, one thing remains clear: this brand is more than just apparel—it’s a lifestyle movement fostering comfort, performance, and self-expression.

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In the heart of India's booming economy, a new consumer cohort is emerging, quietly but decisively reshaping the nation's consumption patterns, particularly in the realm of fashion and apparel.

They are the ‘HENRYs’ or High Earners, Not Rich Yet.

Who are the HENRYs?

The HENRYs are typically young professionals, often in their late 20s to mid-40s, with substantial disposable incomes but not yet possessing the accumulated wealth of the truly affluent. They are the tech wizards, the financial analysts, the marketing mavens, and the entrepreneurial spirits driving India's modern economy. They possess a keen awareness of global trends, are digitally savvy, and place a high value on experiences and personal expression.

This demographic's growing influence stems from several factors. First and foremost is increased disposable income. India's growing tech sector and rising middle class have created a pool of young professionals with significant purchasing power.

HENRYs are deeply embedded in the digital world, influencing and being influenced by online trends, social media, and e-commerce platforms.

More than just material possessions, HENRYs seek experiences, prioritizing travel, dining, and lifestyle enhancements. And while they have money to spend, they are not frivolous. They seek value for their money, opting for quality and authenticity over conspicuous consumption.

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HENRYs and the transformation of Indian consumption

The impact of the HENRYs is particularly noticeable in the fashion and apparel industry. In fact, the Household Consumption Expenditure Survey (HCES) conducted by the Ministry of Statistics and Programme Implementation (MoSPI), provides some crucial insights into Indian household spending.

The surveys highlight a clear trend of increasing expenditure on non-food items, particularly in urban areas.

This aligns with the HENRYs' preference for experiences and lifestyle enhancements. As shown in the HCES data, non-food items remain the major contributor to the household's average monthly expenditure in 2023–24, with about 60 per cent share in MPCE in urban areas. This highlights that spending on things such as clothing and durable goods is rising.

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Shift towards premium and sustainable brands:  HENRYs are moving away from mass-market brands and embracing premium and sustainable options. They value quality craftsmanship, ethical sourcing, and unique designs. There is increased interest in brands that have good ESG practices.

In fact, the growing presence of international and domestic premium brands in India, especially in major cities, indicates the growing demand from affluent consumers like the HENRYs.

Emphasis on personal style: They are less concerned with following traditional fashion norms and more focused on expressing their style. This has increased demand for personalized apparel, bespoke tailoring, and curated fashion experiences.

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The influence of digital platforms: Social media platforms like Instagram and online fashion retailers play a crucial role in shaping HENRYs' fashion choices. Influencer marketing and online fashion communities are highly influential.

Blending of global and local: HENRYs are comfortable blending global fashion trends with traditional Indian aesthetics, creating a unique and dynamic fashion landscape. They are also increasing the demand for Indian designers that are producing high quality goods.

Thus, the HENRY cohort is not just a passing trend; it represents a fundamental shift in India's consumer landscape. As their influence grows, they will continue to drive innovation and transformation across various sectors, with fashion and apparel leading the charge.

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05 March 2025, Mumbai

A recent report by PwC India, titled "The Retail Reinvention Paradigm: How Brands Could Up Their Game", reveals that 60% of brick-and-mortar retailers believe embracing technology is essential to maintain competitiveness in the evolving market.

The report, unveiled recently at the Retailers Association of India's (RAI) Retail Leadership Summit in Mumbai, surveyed 120 retailers across nine categories.

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Slow digital adoption among retailers

Despite the growing importance of digital integration, the study found that 53% of retail stores have yet to adopt technological solutions.

This signals a significant gap between consumer expectations and retailers' digital capabilities. Ravi Kapoor, Partner and Leader - Retail and Consumer at PwC India, emphasized the importance of integrating innovation with localized strategies. He stated that the future of retail belongs to those who seamlessly combine these elements to drive sustainable growth.

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Omnichannel shopping on the rise

Consumer preferences are shifting towards a blend of online and offline shopping experiences, with nearly 45% favoring this omnichannel approach. The report highlights that online shopping dominates personal product categories like apparel and beauty, while in-store purchases remain strong for family-related products such as fresh produce and home furnishings.

The fashion and apparel sector, in particular, is witnessing rapid digital adoption, with consumers seeking seamless online-to-offline transitions for personalized shopping experiences.

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Impact of Q-Commerce

The rise of quick commerce is particularly notable in metropolitan and Tier 1 cities, where 42% of consumers prioritize rapid delivery for urgent needs.

Over 65% of consumers in these areas rely on quick commerce for essentials like packaged foods, leading to a 28% reduction in foot traffic to physical stores.

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Adapting to changing consumer behavior

Traditional retailers are responding by offering credit options, free home delivery, and personalized services. Some are exploring the concept of dark stores to streamline operations, with 21% considering this approach and 10% already implementing it. The report introduces a comprehensive retail reinvention framework, guiding retailers to blend traditional and modern approaches.

The PwC India report underscores the need for retailers to proactively embrace digital tools and foster a culture of continuous improvement to maintain their competitive advantage.

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In the ever-evolving world of fashion, few industries are as dynamic and challenging as lingerie. Leading this transformation is Enamor, a brand engaged in redefining comfort, innovation, and sustainability in intimate wear. Aparna Jathanna, chief design officer, of Modenik Lifestyle elaborates on the brand’s offerings and its focus on sustainability.

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A holistic approach to sustainability

With a deep passion for design and a commitment to sustainability, brands should embed eco-conscious practices in every aspect of fashion, opines Jathanna. Sustainability comes not only with the brand’s products and fabrics, but also for its people and its entire product-making process, she states. Under her leadership, Enamor makes every step of its production process environmentally responsible.

Innovations in eco-friendly fabrics

Setting new industry standards, Enamor pioneers the use of sustainable materials and advanced technologies. One of its standout innovations is the adoption of dope-dye fabrics, a process that consumes 80 per cent less energy compared to traditional dyeing methods.

This technique not only reduces energy consumption but also eliminates the need for additional dyeing, significantly cutting down on harmful environmental impacts.

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Comfort meets innovation: The ‘Comfort 2.0’ Standard

Jathanna emphasizes, innovation should never come at the expense of comfort. She explains, Enamor makes its garments with fewer raw materials, saving a lot on materials while providing better comforts.

The brand has introduced bonding finishes to create lighter, more breathable lingerie pieces while eliminating the discomfort often associated with traditional elastics. This represents ‘Comfort 2.0,’ a new benchmark for modern lingerie, adds Jathanna,

Commitment to transparency and ethical practices

In an industry where greenwashing has become a growing concern, Enamor remains committed to authentic sustainability. The brand does not adopt sustainable practices unless they are truly certified, Jathanna asserts.

It only prioritizes certified eco-friendly materials like organic cotton and eco melanges, particularly in maternity and nursing collections, thus ensuring its sustainability claims are backed by verifiable actions.

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The future of lingerie: A vision for change

Jathanna envisions, lingerie brands will foster a culture of responsibility and environmental consciousness in the future. Fashion can be a force for good, she affirms.

With continued investment in research and development, Enamor will help shape a future where intimate apparel is not just stylish and comfortable but also truly sustainable, she asserts

Leading the way forward

Enamor is engaged in not just designing lingerie but also crafting a movement towards a more sustainable and innovative future.

As consumers become increasingly conscious of their purchasing choices, brands like Enamor will continue to lead the way, proving that fashion can merge style, comfort, and sustainability in meaningful ways.

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04 March 2025, Mumbai

As the e-commerce revolution continues in India, Tier II and Tier III cities have emerged as powerful growth engines, particularly for premium and luxury brands.

Once confined to the bustling metros, the allure of high-quality goods and aspirational lifestyles now finds fertile ground in smaller towns and cities, with internet penetration and evolving consumer behaviour working as growth catalysts.

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The changing landscape

Gone are the days when internet connectivity and smartphone ownership were luxuries limited to the urban elite. Today, with over 70 per cent of smartphone sales occurring in Tier II and III cities, and a boost by initiatives like Reliance Jio's expansive data networks, digital access has become ubiquitous. This democratization has not only empowered consumers but has also catalyzed a change in shopping habits, driving the rise of online luxury consumption.

What’s more, rising disposable incomes across non-metros have helped the market grow. Economic growth has not only boosted purchasing power but also imbued consumers with a penchant for premium products that signify status and quality.

This growing prosperity has unlocked a new wave of demand for luxury footwear, watches, apparel, and accessories, once considered the exclusive domain of metro elites.

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The role of digital influence

In the digital age, consumer awareness transcends geographical boundaries. Social media platforms wield considerable influence, with a Meta study revealing that 68 per cent of shoppers in Tier II and III cities discover new products through these channels. From fashion to niche categories like sportswear and wellness, online influencers and peer reviews shape purchasing decisions, amplifying the reach and impact of luxury brands.

Meanwhile e-commerce platforms have invested heavily in expanding their logistics and delivery networks, ensuring seamless delivery to even remote locations. Companies such as Amazon and Flipkart have expanded their fulfillment centers and delivery networks into smaller cities.

Also, the proliferation of digital payment options, such as UPI, has facilitated convenient and secure online transactions. As highlighted by a Tata Cliq Luxury report, e-commerce has "democratised access to luxury," with consumers in towns like Botad in Gujarat and Asansol in West Bengal purchasing luxury footwear, watches, apparel, and accessories.

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The rise of informed consumerism

Far from impulsive buyers, consumers in smaller cities are meticulous researchers, leveraging social media and customer reviews to make informed choices. This informed consumerism underscores a fundamental shift where authenticity, value, and brand ethos play pivotal roles in purchase decisions.

Tata Cliq Luxury report states customers browse multiple brands before purchasing, reflecting a discerning approach to luxury consumption. The Meta study also showed that GenZ is leading the adoption of quick commerce with 87 per cent of Gen Z respondents saying they have discovered new products or brands via Meta platforms. “Gen Z is also leading adoption of niche categories such as sportswear, wellness, and pet supplies," the Meta study says.

Alongside affluent consumers, the ‘HENRY’ (High Earners, Not Rich Yet) cohort drives demand. This working population, earning well, actively seeks luxury experiences and goods, points out Gopal Asthana, CEO, Tata Cliq Luxury. Tata Cliq Luxury reports that 55 per cent of its sales originate from non-metro areas like Panchkula and Mysore. Asthan says, "These consumers have propelled big jumps in the sales of beauty, accessories, apparel and footwear, and their order value is comparable to those of metro consumers."

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Market dynamics and prospects

India's e-commerce market tells a compelling story of growth and opportunity. Projections indicate that by 2035, the market could touch $550 billion, driven significantly by Tier II and III cities. Anuj Kejriwal, CEO of Anarock Retail, forecasts a steady rise in online shoppers from these regions, underscoring their pivotal role in shaping the retail landscape of tomorrow.

The growth of prepaid orders in e-commerce, within Tier II, III cities, is also rising. This is shown by the increase of prepaid orders in the fashion and accessories, and health and pharma categories, that occurred during the 2025 Republic Day sale, as reported by reports on ET brand equity.

No wonder, global luxury brands like Bvlgari are establishing an online presence in India to reach these customers, bypassing the limitations of physical retail. Online platforms like Ajio Luxe are further enabling brand expansion. The expansion is not limited to traditional luxury such as fashion and jewelry, but also expands into areas such as art.

Despite its promise, the path to success in non-metro e-commerce is not without challenges. Logistics hurdles in remote areas, concerns over product authenticity, and the imperative to build trust loom large. Moreover, adapting to diverse linguistic and cultural nuances remains paramount for brands aiming to resonate deeply with regional consumers.

As global luxury giants like Bvlgari expand their online footprint and platforms like Ajio Luxe democratize access, the opportunities for brands to forge enduring connections with non-metro consumers have never been greater. By embracing digital innovation, personalized experiences, and localized marketing strategies, brands can not only capture market share but also foster brand loyalty in India's evolving retail landscape.

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