26 October 2023, Mumbai
In 2023, India's apparel retail market is projected to be worth $96.57 billion, generating a revenue of $1.4 billion. From 2022 to 2023, the domestic clothing market grew by a sizeable 15 percent—more so because of price hikes than volume.
In the segmented market, women’s wear holds the largest share. So far, Indian clothing were based on international clothing sizes, viz., US and UK sizes, for standardization of products and customer requirements. Currently, 40 nations worldwide follow the UK sizes.
Need for standardization
However, for such a large consumer base with different body types compared to the Western population, it only made sense that Indian consumers are facilitated with sizes that are more relatable. As per a study by the Indian Journal of Science and Technology, the average body measurements of Indian men and women are significantly different from their Western counterparts, particularly shoulders, chest, waist, and hips.
The study highlights the need for a size chart that caters to the specific needs of the Indian population. Japan and China have long had their own domestic market-specific sizes, and soon Indians too will have their own clothing sizes to refer to while buying clothes and shoes. Piyush Quotes
Goyal, Minister for Textiles, has said that following the completion of a statewide survey, India will soon have its own standard body sizes for the apparel industry, although it would take some more time to sort out the sizes in footwear.
The faculty of the National Institute of Fashion Technology (NIFT) have surveyed every state to arrive at a standardized size chart for Indian consumers. The Ministry of Textiles had invested $4 million to conduct the survey.
INDIAsize survey
Called INDIAsize, this standardized size chart will have a big impact on the entire clothing and later, footwear industries. With a population of over 1.3 billion, the apparel industry caters to a vast customer base. However, the lack of standardization in body sizes has been a major challenge for the industry, as US and UK sizes don’t fit Indian body types.
NIFT carried out this mission to bring the Indian size chart into play. Approximately 25,000 men and women between 15 and 65 years old were measured in six cities located in six regions of India: New Delhi (North India), Mumbai (West India), Chennai (South India), Hyderabad (Central India), Kolkata (East India), and Shillong (North-East India).
Trade View
Sanjay K Jain, Director, TT Limited, which manufactures yarns and textiles, opines that the INDIAsize chart will allow garment manufacturers in India to produce more bespoke-size clothing, which will move faster as customers will find it fits better than the current size standards.
This will have a positive impact on inventory and orders and have greater outreach across India as a large segment of non-metro customers are not familiar with or confident about making size choices based on the US or UK measurement system.
Ethnic wear will get a massive bump as it will reflect more realistic sizes. It will also help reduce imported clothing from South East Asia, particularly, for the more fitted garments.
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