Founded by Devika Sakhuja, Rishi Sakhuja, and Yuvraj Shergill, Vasa Indica is set to transform India’s fashion landscape. The D2C brand recently made its debut in the Delhi market with a new store spanning 5,000 sq ft. The store introduces a new era of ready-to-wear labels, embracing contemporary fashion, sustainability, and affordable luxury.

Vasa Indica plans to expand these unique brands to major cities across India, making them accessible to a wider audience. Positioned as a partner for these brands,Vasa Indica helps these brands evolve from D2C to multi-channel phygital and ultimately to their own omnichannel presence. The goal is to elevate these brands and support the emergence of new designers, adding significant value to India’s vibrant fashion scene.

The vision behind Vasa Indica is to harness the immense talent in India’s fashion and lifestyle market. Unlike some Western brands that overly emphasise brand names or lack distinctiveness, Indian brands are pushing the boundaries of creativity, uniqueness, and sustainability. Emerging Indian brands are challenging industry giants with their innovative approaches. Indian consumers are setting new standards for taste and selection, driving brands to continually refine and improve. Vasa Indica believes India’s present is the future of fashion and aims to make retail—seamless for Indian brands, helping them dominate the global fashion world.

The new Vasa Indica store offers a collection that values craftsmanship, product uniqueness, and the commitment of brand owners to push boundaries. The store's diverse and dynamic selection caters to different occasions, genres, and genders, ensuring a unique and quality shopping experience.

Phoenix Marketcity hosted a vibrant children and teens' fashion show over the weekend in Chennai to engage its community and highlight collections from over 20 brands. This runway event was part of the broader 'Holiday Land' festival.
Held on May 19, the 'Junior Fashion Forward Fashion Show,' showcased the latest summer trends available at the mall, offering youngsters a taste of the fashion industry. Participating brands such as Shoppers Stop, Pantaloons, Max, Trends, and Lifestyle presented a diverse array of summer styles and resort wear, emphasizing both western and fusion designs.
In addition to the fashion show, the Holiday Land event featured a 'Spellbee Finale' on May 18, where children demonstrated their vocabulary and spelling skills. The weekend festivities aimed to increase foot traffic at the mall and position it as a destination offering more than just shopping in the era of e-commerce.

The Indian e-commerce market is witnessing a dynamic shift with the rise of live streaming. This interactive format is revolutionizing the way fashion, apparel, and lifestyle brands connect with consumers.
Live streaming platforms like Myntra's M-Live and Flipkart Live allow brands and influencers to host real-time video sessions. These sessions showcase products, offer styling tips, answer audience questions in real-time, and create a sense of urgency through limited-time deals. Viewers can seamlessly transition from watching to buying within the platform itself.
The allure of live streaming
Live streaming goes beyond product display. It fosters a sense of community and entertainment with consumers. A RedSeer Consulting report says, "Live commerce is expected to reach a gross merchandise value of $4-5 billion by 2025 in India," with fashion and beauty leading the charge. Live streaming helps in:
Engagement and entertainment: Live streams are inherently interactive. Viewers can ask questions, participate in polls, and engage with the host, creating a fun and informative experience.
Building trust: Live interaction allows brands to showcase product authenticity and answer queries in real-time, fostering trust with potential buyers.
Personalized shopping experience: Influencers can tailor their content to specific demographics, offering personalized recommendations and styling tips that resonate with viewers.
The Indian live commerce landscape
While China has been a pioneer in live commerce, India is catching up rapidly as the RedSeer report suggests. The key difference between the markets is China has a well-established live streaming ecosystem with dedicated platforms and tech infrastructure. India is still developing its live streaming infrastructure within existing e-commerce platforms. Studies suggest live streaming can significantly boost sales and conversions. A McKinsey & Company report states live commerce resulted in conversion rates 3-5 times higher than traditional e-commerce.
In India, Myntra launched M-Live in 2021 featuring popular influencers showcasing fashion and beauty products. This interactive format has garnered significant user engagement and positive brand perception. Similarly, Flipkart introduced ‘Flipkart Live’ focusing on a wider range of categories, including fashion. Live streams featuring celebrities and influencers have driven sales and brand awareness. Nykaa regularly hosts live sessions with makeup artists and beauty influencers, resulting in increased engagement and sales for new product launches.
Live streaming is still in its early stages in India, but its potential is undeniable. As internet penetration deepens and consumers seek more interactive shopping experiences, one can expect this innovative format to revolutionize the fashion e-commerce landscape.

An ethnic fashion brand, Libas showcased its spring-summer casual and festive collections at the 8th Lulu Fashion Week.
Held at the Lulu Mall in Kochi and Trivandrum, the Lulu Fashion Week gave fashion enthusiasts and industry insiders in both these cities a glimpse of the brand’s chic casual wear and dazzling festive ensembles.
The association of Libas with Lulu Fashion Week allows the brand to expand its presence in the Kerala’s ethnic wear market. Sidhant Keshwani, Founder and CEO, Libas, states, the event presents an opportunity to Libas to expand its reach in these vibrant markets and strengthen its presence.
Nisha Khatri, Head – Marketing, Libas, adds, the brand’s participation in the Lulu Fashion Week strategically positions it at the forefront of the fashion industry's evolution, It allows Libas to present its inclusive and innovation strategies to a wider audience. This dynamic platform also enables Libas to connect with fashion enthusiasts across India.
A specialist in women’s ethnic wear, Libas retails through its offline stores, dedicated e-commerce store, and mobile shopping app.

An India-based fashion brand Styched has forayed into the international market with the launch its new collection, ‘The Styched Collective’ in the UAE market. Currently available on the brand’s dedicated D2C website and leading platforms like Amazon and Noon, the collection is scheduled to be expanded to other marketplaces.
Pioneering a zero-waste, sustainable approach to fashion, Styched boasts patented production-on-demand technology, eliminating the need for extensive inventories and warehouses. Durga Dash, Co-founder highlights their revolutionary model, which minimises environmental impact while ensuring meticulous craftsmanship for each garment.
Partnering with esteemed entities like the Dubai Chamber of Commerce and leveraging influencer collaborations, Styched aims to promote sustainable fashion practices and foster positive change in the region. Dash emphasises their innovative retail approach, hinting at the forthcoming launch of physical stores and hybrid shopping experiences in the UAE.
Looking ahead, Styched plans to expand into offline retail and other GCC countries, beginning with Saudi Arabia. Their diverse offerings, spanning Western casualwear, athleisure, and footwear, cater to the region's varied demographics. Notably, Styched offers unparalleled customisation options, allowing customers to tailor garments to their preferences.
In a burgeoning market projected to reach $5 billion by 2027, Styched fills a vital niche for affordable yet stylish fashion with a personal touch. Embracing sustainability and community-building, the brand aims to cultivate a vibrant network of fashion enthusiasts and influencers aligned with their eco-conscious vision.

A specialist in luxury women’s wear by Nitya Birla, designer label Nitya Bajaj showcased their ‘Ajrakh Goes Boho’ collection at the Times Lifestyle Week in Gurugram.

Inspired by the traditional craft of Ajrakh from the Kutch region, the collection was showcased at a fashion show with Bollywood actor Fatima Sana Sheikh walking the ramp as the showstopper.

Showcased at the Times Lifestyle Week, the collection is reimagined for the contemporary modern women who values tradition and individuality. The "Ajrakh Goes Boho" collection is now available for purchase exclusively on the Nitya Bajaj website.