India’s fashion thrifting market grows riding on young consumers

31 July 2024, Mumbai

The fashion landscape in India is undergoing a significant transformation, with thrifting emerging as a powerful force. Driven by numerous factors, from sustainability concerns to economic considerations, the second-hand clothing market is experiencing unprecedented growth.

The thrift revolution

India's thrift market is experiencing a meteoric rise, propelled by several key factors. Growing sustainability consciousness is foremost among them. A growing awareness of the environmental impact of fast fashion has led consumers to seek sustainable alternatives. Thrifting aligns with this ethos, reducing waste and promoting circular economy principles. Then there are economic factors as rising cost of living and disposable incomes have made thrifting an attractive option for budget-conscious consumers seeking affordable fashion. Interestingly, young consumers, particularly millennials and Gen Z, are increasingly embracing thrifting as a way to express individuality and discover unique pieces. High-profile celebrities endorsing thrift fashion have significantly elevated its status and appeal. A shift towards individuality and uniqueness is driving consumers to explore alternative fashion options. Thrifting allows for the discovery of one-of-a-kind pieces. Moreover, the rise of social media platforms and influencers has popularized thrifting, making it more accessible and desirable.

Major thrift markets in India

India's thrift market is still in its nascent stages compared to mature markets like the US and UK, but it is expanding rapidly. While the thrift market is gaining traction nationwide, certain regions have emerged as hotspots.

For example, metros like Delhi, Mumbai, Bengaluru, and Kolkata are leading the thrift revolution, with a growing number of physical stores and online platforms. Tier-II cities like Pune, Hyderabad, and Chennai too are witnessing a rapid rise in thrift culture. While the penetration is lower, there is a growing interest in thrifting among the younger generation, fueled by digital platforms. In fact, the digital space has played a crucial role in expanding the reach of thrift fashion, with platforms like Instagram, Facebook, and dedicated thrift online stores gaining popularity.

In terms of categories, women's wear dominates the Indian thrift market, accounting for the largest share. This is attributed to a wider variety of options available in secondhand women's clothing. However, the menswear and kidswear segments are also gaining traction, with increasing availability of products.

Table: Sector dominance in thrift market

Online vs. offline, a balanced equation

The thrift market is witnessing a harmonious coexistence of offline and online channels. While physical stores offer a tactile experience and the opportunity to try on clothes, online platforms provide a wider range of options and convenience. For example, Thrifted, a Delhi-based online thrift store, has witnessed a 300 per cent increase in sales over the past two years. The company attributes its success to a curated selection of products and a strong focus on customer experience.

Overall the Indian thrift market is poised for substantial growth in the coming years. Several factors contribute to this optimistic outlook:

Increasing environmental awareness: As sustainability becomes a mainstream concern, thrifting will gain further momentum.

Evolving consumer behavior: The younger generation's preference for unique and affordable fashion will drive demand.

Technological advancements: Innovations in e-commerce and logistics will enhance the thrifting experience.

Organized retail participation: Entry of organized players could lead to standardization and increased trust.

As the fashion industry evolves, thrifting is likely to become an integral part of the Indian consumer landscape. With its potential for economic growth, job creation, and environmental sustainability, the thrift market holds immense promise.

Latest Fashion news