A recent report by Angel One and Iconic Asset projects doubling of India's overall consumption by 2034, with the fashion and apparel sector expected to be a significant growth driver. This rise is due to a potent mix of demographic shifts, rising disposable incomes, and evolving style preferences, transforming India into a global fashion powerhouse.

The fabric of growth

Gen Z's style revolution: India's Gen Z population is at the forefront of the fashion revolution. Their growing disposable incomes and strong brand consciousness are driving demand for trendy apparel and accessories. Social media and digital platforms heavily influence their fashion choices, creating a culture of rapid trend adoption.

The rise of branded apparel: As disposable incomes rise, consumers are shifting towards branded apparel, seeking quality and style. The entry of international brands and growth of domestic labels is increasing consumer choices and creating a competitive market. Fashion marketing executives say, the rising middle class in India is becoming increasingly brand conscious, and they are willing to spend more on quality apparel. This has created a huge opportunity for both domestic and international brands. A case study within the report highlights the success of a domestic Indian brand that has utilized social media marketing, and influencer partnerships to generate massive sales, and brand awareness within the Gen Z demographic.

E-commerce's fashion frontier: E-commerce platforms are democratizing fashion, making it accessible to consumers across urban and rural India. Online retail is fostering a culture of convenience and choice, driving sales of apparel and accessories. As a fashion retail analyst puts it, the digital revolution has transformed the fashion landscape in India. Social media influencers and online platforms are shaping consumer preferences and driving rapid trend cycles.

The urban chic trend: Rapid urbanization is leading to a greater awareness of global fashion trends, with consumers seeking stylish and contemporary apparel. What’s more, nuclear families, and the increase of working women are also increasing the demand for fashionable and work appropriate clothing.

The growth of the Indian textile industry:  The growing Indian textile industry is allowing greater domestic production of garments, and materials thereby increasing the availability of clothing, and potential for greater exports.

Thus the report reveals the Indian fashion and apparel sector is ready for explosive growth, with demographic, economic, and technological factors at play. Businesses that can adapt to the evolving tastes of consumers, embrace e-commerce, and prioritize sustainability will be well-positioned to capitalize on this burgeoning market.

Launching an international fashion brand in India requires a meticulous approach to pricing, a factor that can make or break success in this diverse and competitive market. According to Amit Kumar, an independent fashion retail consultant, pricing is not a simple application of a conversion rate but a complex interplay of various strategic considerations.

Factors influencing pricing

Kumar highlights several factors that brands must consider to strike the right balance.

Brand's existing price position: Aligning India's pricing with the brand's global positioning is crucial. For example, M&S's initial experience in India, where they had to revise prices to align with the local market, underscores this point.

Competitive benchmarking: Analyzing global competitors' pricing in India vis-à-vis their global pricing is essential. For instance, a European denim brand must benchmark against Levi's pricing in both Europe and India.

Landed costs and sourcing: Factoring in net landed costs, including duties and freight, and optimizing India's sourcing mix are necessary to achieve healthy margins while maintaining competitive pricing.

Perceived value and product strategy: Pricing should reflect the perceived value of the product, differentiating between core and fashion items. Brands may choose to price at a premium or more aggressively to control discount dependence. Zara's strategy of sharper pricing for entry-level products in India exemplifies this.

Social media’s impact

Social media has added another layer of complexity. Consumers are now globally aware of price points and can easily compare prices across different markets, influencing their purchasing decisions.

Kumar's analysis includes a detailed comparison of men's basic entry-price T-shirts across various brands in India and their respective base markets. The data reveals a nuanced pricing strategy by international brands operating in India.

Table: Pricing strategy by international brands operating in India

The table reveals a clear divergence in pricing strategies among international brands in India. Notably, a key trend observed globally is the concept of ‘democratizing’ fashion in emerging economies. This refers to brands making their products more accessible to a broader consumer base by adjusting prices to suit the local economic context. It often involves lower price points compared to developed markets, enabling a larger segment of the population to access international brands.

A significant number of brands, including H&M, GAP, Levi's, Puma, adidas, Superdry, and Tommy Hilfiger follow this trend of pricing their products lower in India compared to their markets of origin, aligning with the ‘democratizing’ trend. This strategy likely aims to achieve price competitiveness and attract a larger consumer base in the price-sensitive Indian market.

Factors contributing to this may include price elasticity that is the demand for these brands might be more price-elastic in India, necessitating lower prices to drive sales volume. Intense competition from local and international brands too requires competitive pricing to gain market share. And aligning prices with the affordability levels of the target consumer segment is another factor.

Higher pricing trend and premium positioning

Conversely, brands like Nautica and BOSS adopt a higher pricing strategy in India. While seemingly contrary to widespread democratization, this can coexist within a market. This is because of brand positioning. This means, positioning these brands as premium or luxury, justifies higher prices and targeting a specific consumer segment. Also, it helps in leveraging brand equity and perceived value to command a premium. Catering to a niche segment of consumers willing to pay a higher price for exclusivity or brand image is another factor.

Interestingly, some brands adopt a variable pricing strategy. Brands like H&M (with mixed results) and others like M&S, Zara, adopt variable pricing strategies, possibly adjusting prices based on specific product categories, market conditions, or strategic objectives.

Thus pricing for international fashion brands in India is a complex feature that requires a deep understanding of local market dynamics, competitive pressures, and consumer behavior. As Kumar's analysis shows, brands are adopting diverse strategies to navigate this complex market, and social media is playing an increasingly important role in shaping consumer perceptions and purchasing decisions.

Making its debut in the country, luxury fashion brand Vivienne Westwood organized its first-ever fashion show celebrating India’s rich textile heritage in Mumbai.

Held at the Gateway of India, the fashion show with a 166-ft-long runway featured few of the brand’s standout pieces from its spring/summer 2025 collection alongwith special archive pieces and a capsule collection crafted with the hand-woven fabrics from India.

This special capsule collection was crafted with fabrics like chanderi silks, khadi cotton, wool and silk sourced from across India by Khadi India and Aaranya from Madhya Pradesh.

The fashion event was attended by Royal families from across India, Bollywood personalities, designers, and industry influencers.
Andreas Kronthaler, Creative Director, Vivienne Westwood, says, a vast country with a rich history and culture, India offers the lightest, crispiest and most opulent Khadi and Chanderi fabrics.

Carlo D’Amario. CEO, Vivienne Westwood add, the collection celebrates India’s rich textile

heritage and traditional hand-woven industries. The brand has since long championed craftsmanship and heritage and partnered with local industries and artisans in the UK, as well as in Europe and Africa for decades. It now aims to partner with the artisanal hand-crafted textile industry of India for this show.

The show was organised in partnership with the Department of Textiles, Government of Maharashtra and Vivz Fashion School. 

The latest season of the Blenders Pride Fashion Tour concluded with a spectacular finale in Guwahati that redefined ‘athleisure’ with its innovative ‘Play En-Vogue’ concept.

Held at the Greenwood Resort, the event featured cutting-edge designs from renowned Indian designers Nitin Bal Chauhan, Abhishek Patni (NoughtOne), and Pawan Sachdeva.

Bollywood star Ishaan Khatter graced the show as the celebrity guest, while rappers KR$NA and KARMA delivered high-energy performances, blending fashion and music.

Held in partnership with the Fashion Design Council of India (FDCI), the tour pushed the boundaries of Indian fashion with avant-garde designs. The designers presented fresh takes on athleisure, featuring oversized silhouettes, asymmetrical cuts, vibrant colors, and striking graphics.

Abhishek Patni's brand NoughtOne showcased its ‘Racer 01’ collection, a fusion of streetwear and rock-inspired style, reflecting music's dynamic influence. Pawan Sachdeva's ‘The Dis-

Aligned’ collection disrupted traditional fashion norms by blending controlled chaos, premium materials, and innovative techniques. Nitin Bal Chauhan's ‘Chamunda’ collection reimagined medieval armor for modern streetwear, combining historical elements with contemporary details, highlighted by hand-painted artwork.

Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, described the event as the culmination of the tour's vision. Throughout each city, the tour redefined creative boundaries with visionary designers and celebrities. The 'Play En-Vogue' finale in Guwahati was a celebration of the unconcntioa blending of fashion, art, and spontaneity.

Sunil Sethi, Chairman, FDCI, stated, the event reinforces their commitment to shaping the future of fashion. Ashish Soni, Curator of the tour, emphasizes, it plays a pivotal role in creating immersive experiences that combined fashion, glamour, and creativity.

The successful conclusion of the Blenders Pride Fashion Tour in Guwahati consolidated its position as a trendsetter in India's evolving fashion scene.

US-based fashion house Rzler LLC is launching its new luxury lifestyle brand, Rzler in India, blending American style with global sophistication. The brand's first flagship perfume boutique opened this week on JM Road in Pune, placing it among the world's most prestigious luxury brands in one of the city's most vibrant areas.

The Pune store is the first of ten Rzler boutiques planned for major Indian cities, including Mumbai, Delhi, and Bengaluru. Each location will offer a luxurious and immersive shopping experience, reflecting the brand's commitment to elegance and sophistication.

Inspired by the contemporary slang ‘rizzler,’ used by Gen Z and Millennials to describe someone with charisma and effortless style ("riz"), RZLER aims to bridge modern culture and timeless luxury. This launch marks the beginning of the company's global expansion, setting the stage for a new era of refined elegance.

Rzler perfumes are also available online through its website (www.perfume.rzler.com), with plans to expand its digital presence on major e-commerce platforms like Amazon India, Flipkart, and Nykaa. Embracing the trend of quick commerce, Rzler also intends to partner with Q-commerce platforms such as Zepto, Blinkit, and Flipkart Minutes, ensuring its scents are easily accessible across India.

A next-generation luxury lifestyle brand founded by US tech entrepreneur Jason Averill, Rzler built on charisma, individuality, and refined design. Rzler  offers perfumes, fashion, and leather goods for the modern tastemaker. A subsidiary of Rzler LLC, the brand operates in India through Rzler India.

Renowned designer Manish Malhotra closed Dubai Fashion Week with his ‘World Collection: Dubai,’ a vibrant celebration of Indian craftsmanship.  

A fusion of global inspirations, the collection efficiently blends traditional techniques with modern styles, tailored for diverse cultural preferences. From bold kaftans to embellished maxi dresses, the designs transition effortlessly from runway glamour to everyday wear.  

Malhotra's commitment to preserving India's heritage can be seen from his revival of classic techniques like chikankari, phulkari, zardozi, Banarasi weaves, and Kashmiri thread work. By integrating these time-honored skills with contemporary silhouettes, he creates pieces that are both timeless and innovative.  

The collection is currently available at Malhotra’s flagship store in Dubai Mall, designed to cater to a global clientele.

However, Malhotra plans to adapt elements of the collection for the Indian market, aiming for a local launch.

Thrifting in India is moving from the fringes of necessity-driven shopping to a conscious lifestyle choice. Once perceived as a last resort for those with limited means, second-hand shopping has now become a preferred alternative for fashion enthusiasts, sustainability advocates, and budget-conscious consumers. This shift signifies more than just a change in consumer habits—it indicates a broader cultural movement where affordability, individuality, and environmental responsibility converge.

A cultural shift towards second-hand fashion

Thrifting was once overshadowed by societal perceptions that associated second-hand clothing with financial struggle. However, today’s consumers—especially younger generations—view thrifted fashion as a statement of individuality and an opportunity to make environmentally responsible choices. The rise of fast fashion has led to excessive textile waste, increasing concerns about the industry's carbon footprint. Thrifting presents a sustainable alternative, allowing people to extend the life cycle of garments while reducing demand for new production. Also, thrifted clothes offer an element of exclusivity—shoppers can find unique, vintage, and branded pieces that stand apart from mass-produced styles. This exclusivity, coupled with affordability, makes second-hand fashion an attractive option for many.

Another major growth factor is social media. Instagram has become a virtual marketplace for curated thrift collections, allowing small businesses and independent sellers to thrive. Social media not only provides visibility to thrift stores but also shapes consumer perception, portraying thrifted fashion as trendy and desirable. The increasing acceptance of pre-owned fashion reflects a deeper shift in attitudes, where sustainability and style go hand in hand.

Growth of Indian thrift market

As per Credence Research the second-hand apparel market in India was valued at $3,003.65 million in 2023 and expected to grow at a CAGR of 13.04 per cent from 2024 to 2032. This suggests the market could reach $9,111.35 million by 2032. India’s thrift industry mirrors global trends, where second-hand fashion is outpacing traditional retail. ThredUp’s resale report states, the global resale market is set to grow 11 times faster than conventional retail by 2028. These figures highlight the increasing consumer shift towards sustainable and cost-effective shopping alternatives.

E-commerce and social media are playing a crucial role in this growth. The ease of access to thrift stores through Instagram, Facebook, and dedicated online platforms has significantly increased their reach. Digital solutions, such as AI-powered recommendations and virtual thrift marketplaces, are further boosting customer experience. Moreover, the concept of a circular economy—where products are reused, refurbished, or resold—has gained traction, reinforcing the importance of extending the lifespan of clothing.

The rise of online/offline thrifting stores

The thriving online thrift ecosystem is largely driven by independent sellers who curate high-quality, second-hand clothing for a growing customer base. Many Instagram thrift stores are gaining popularity for their carefully selected pieces, personalized shopping experiences, and affordable pricing. For many GenZ shoppers, thrifting online is not just about affordability—it’s also about discovering hidden gems that offer a break from fast fashion’s repetitive designs.

Despite the growth of online thrifting, traditional second-hand markets continue to hold their charm. Delhi’s Sarojini Nagar market and Mumbai’s Mangaldas market are go-to destinations for budget-conscious shoppers seeking stylish yet affordable clothing. These bustling hubs offer an extensive range of second-hand apparel, catering to a broad audience that values thrift shopping for its variety and affordability.

Challenges and opportunities

Despite its growing popularity, thrifting in India still faces many challenges. Cultural perceptions around wearing pre-owned clothing remain a barrier for some, as second-hand items have traditionally been associated with lower economic status. Also, ensuring quality and hygiene standards in thrifted clothes are a concern for buyers. Building a reliable and efficient supply chain for second-hand goods is another hurdle that the industry needs to overcome.

However, the opportunities far outweigh the challenges. The continued growth of online thrift platforms and mobile apps offers good growth potential. Thrift stores can also collaborate with established fashion brands to promote sustainability and integrate second-hand clothing into mainstream retail spaces. Moreover, consumer education highlighting the environmental benefits of thrifting can help change perceptions and encourage more people to embrace the practice.

Future of thrifting in India

As sustainability takes center stage, thrifting will become a mainstream practice in India. With growing environmental awareness and an increasing preference for unique, budget-friendly apparel, the second-hand market is set to flourish. The integration of technology, such as AI-driven thrift platforms and digital resale solutions, will further accelerate this trend.

Thrifting is no longer just an alternative—it is a movement. It represents a cultural and economic shift towards more responsible consumerism, where affordability, sustainability, and personal style align. As India embraces this change, the second-hand apparel market will continue to redefine fashion norms, making sustainable shopping an integral part of the country’s retail landscape.