20 January 2025, Mumbai

Unicommerce's 2024 Trends Report gives a positive growth trend for India's e-commerce landscape, especially in the fashion and apparel sector. The report, based on nearly 900 million transactions, revealed a shifting consumer behavior, booming growth in unexpected regions, and the undeniable power of omnichannel strategies.

The small town fashion revolution

One of the most striking trends was the meteoric rise of Tier-III cities. Forget the metro fashion hubs; it was the smaller towns driving growth of online fashion retail. "We saw an unprecedented rise in orders from Tier-III cities," says Kapil Makhija, CEO of Unicommerce. "This indicates a significant shift in consumer behavior. Access to the internet, increased disposable income, and the desire for trendy fashion are no longer limited to big cities."

Table: City wise growth

The table clearly illustrates the explosive growth in Tier-III markets. A young woman in a previously overlooked town could now access the same trendy clothes as her big-city counterparts, leading to an explosion in demand. For example, Ritu's Boutique a small online store based in a Tier-III town of Rajasthan. Ritu, the owner, started by selling traditional Rajasthani attire online. But after noticing the Unicommerce findings, she expanded her inventory to include Western wear and casual clothing, particularly focusing on value-segmented womenswear. The result, her sales tripled in just six months. Ritu's story is a testament to the untapped potential of smaller towns and the power of data-driven decision-making.

Decoding the fashion segments

Unicommerce's report also takes a look at the performance of different fashion segments. The data reveals the diverse dynamics within each segment. While value-driven fashion thrived on accessibility and affordability, the luxury segment saw a boost in online adoption by affluent consumers.

Table: Segment wise trends

The report also highlighted the growing importance of omnichannel strategies. Brands that seamlessly integrated their online and offline presence saw significant growth. "Omnichannel is no longer a luxury; it's a necessity," states the Unicommerce report. "Consumers expect a unified experience, whether they're shopping online or in a physical store."

The data supports this claim. There was as much as 40 per cent increase in the number of stores deploying omnichannel technology. And 50 per cent growth in ship-from-store order volumes.

This trend is particularly relevant for fashion and apparel brands. Imagine a customer browsing for premium menswear online, finding the perfect jacket, but needing to try it on before purchasing. With an omnichannel approach, the brand can check the stock in a nearby store and allow the customer to try it on there, facilitating a purchase that might otherwise be lost.

Dominance of casual and western wear

Within the fashion sector, casual wear and Western wear continued to dominate, accounting for a significant chunk of the orders. This suggests a shift in consumer preferences towards comfortable and globally influenced styles. A look at the table below highlights the need for fashion brands to focus on these popular categories while still catering to niche markets.

Table: Categorywise order volume

While the Unicommerce reveals an optimistic trend, it also acknowledges the challenges. Return rates, especially for cash on delivery orders, remain a concern. However, the report also points out that prepaid orders have significantly lower return rates, suggesting a growing trust in online platforms. Looking ahead, the future of fashion e-commerce in India seems bright.

By understanding and adapting to the trends highlighted in the Unicommerce report – including the rise of Tier-III cities, the varying dynamics of fashion segments, and the power of omnichannel strategies – brands can unlock unprecedented growth opportunities and cater to the evolving needs of the modern Indian consumer, whether they're in a bustling metropolis or a quiet town.

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18 January 2025, Mumbai

French ready-to-wear brand Maje has officially launched a standalone boutique at Mumbai's Jio World Drive shopping centre, offering a curated selection of luxury, Parisian-inspired clothing and accessories for women.

The store opening is part of a partnership with Reliance Brands, the exclusive distributor for Maje in India. This launch follows the recent opening of a store for another SMCP label, Sandro, at the same location. The move aligns with Reliance Brands' strategy to meet the growing demand for premium European fashion among Indian consumers.

Founded in Paris in 1998 by Judith Milgrom, Maje is a key player in the SMCP portfolio, which also includes Sandro and Claudie Pierlot. The three brands were brought together under SMCP in 2010 to form a powerhouse of contemporary French fashion. Today, Maje has a global presence, retailing in 37 countries worldwide.

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17 January 2025, Mumbai

An artisanal lifestyle brand under Aditya Birla Fashion and Retail, Jaypore has collaborated with leading direct-to-customer ethnic fashion brand, Shobitam.

This partnership aims to retail Shobitam’s exquisite collections, including the ‘Shobitam Vidya Balan’ series and pure handwoven silk sarees, in Jaypore’s retail stores and e-commerce platform. The move reinforces Jaypore’s commitment to promoting India’s artisanal heritage while meeting the growing demand for authentic ethnic designs.

Jaypore’s partnership with Shobitam will help the brand offer a curated range of handcrafted sarees in its physical stores. The brand will retail Shobitam’s sarees through a unique ‘Store-in-Store’ format at its flagship locations in HSR Bengaluru, Jubilee Hills Hyderabad, and Khan Market Delhi, as well as on online platform, jaypore.com.

The collection offers variety of traditional crafts, including Jamdani, Kanjivaram, Maheshwari, Shibori, Madhubani, and detailed embroidery, showcasing India’s diverse weaving traditions. These sarees celebrate the cultural richness of their regions of origin, offering customers a window into India’s artisanal brilliance.

In coming months, Jaypore also plans to retail Shobitam’s collections to more locations across India.

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20 January 2025, Mumbai

Renowned for his dexterity in giving traditional artistry a modern twist, designer Tarun Tahiliani unveiled his latest wedding collection, ‘Baaraat’ by Tasva in Bengaluru. Known for creating iconic looks like Oprah Winfrey's memorable pink and orange Kanjeevaram saree and Kim Kardashian's dusty peach lehenga at the Ambani wedding, Tahiliani's new collection is yet another testament to his creative vision.

Crediting his conversation with Kumar Mangalam Birla for the inception of this new collection, Tahiliani says, the gap in the market for premium yet masculine menswear led to the creation of this high quality collection at an accessible price. Catering to Indian men, this new collection stays rooted with the adoption of traditional handwork techniques alongwith some machine work and traditional designs. The drapes in the garments give this collection a contemporary touch, making it a smooth fusion.

Prioritising the comfort of customers, Tahiliani mainly focuses on modern practicality in this collection. His designs are inspired by real-life moments – like when the photo he captured of his sister’s house-help in a tucked-up saree one morning, inspired one of his best-selling skirts. Reflecting on the current landscape of the Indian fashion industry, Tahiliani notes a growing need for more professionalism from the fashion council governing bodies while providing the right exposure to young designers.

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18 January 2025, Mumbai

The festive and wedding season boosted demand for Reliance Retail in Q3, FY 25 leading to the company’s sales rising by 7 per cent during the quarter. Reliance also streamlined its operations during the period as improvement in productivity over the last few quarters boosted profitability. Operator of over 19,102 stores spanning grocery, consumer electronics and apparel industries, Reliance Retail registered a 10 per cent rise in its net profit to Rs 3, 458 crore from a year ago.

The company’s gross revenues rose by 8.8 per cent to Rs 90, 333 crore while revenue from operations increased to Rs 79,595 crore during the quarter. This sequential growth of the company was a result of several productivity improvement initiatives and increased customer engagement during the festive period through new product launches and promotions.

Reliance Retail opened 779 new stores last quarter, and currently has 77.4 million square feet of retail space. It witnessed a strong turnaround in fashion and lifestyle consumption basket and premium brands business entered into India franchise arrangement for Saks Fifth Avenue. The business also entered into a JV with Mothercare PLC to acquire the Mothercare brand and its IP assets for the Indian subcontinent.

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17 January 2025, Mumbai

Direct to customer ethnic wear brand House of Chikankari plans to expand its business and market operations besides also boosting its team. The brand raised Rs 4 crore in a recent seed funding round attended by marquee angel investors and micro venture capital funds. The company will use these funds to expand its business to an Rs 100 crore revenue brand. The funding round was participated by investors including Peyush Bandal, Lenskart, Manoj Meena, Atomberg and Hitesh Dhingra, The Man Company, etc.

The fund raise will help the brand address the current challenges facing the Indian crafts market where most players remain limited to small regional stores or online platforms. Such stores and platforms often lack authenticity in sourcing and origin, says Aakriti Rawal, CEO and Co-founder. The brand plans to collaborate with these artisan clusters to boost their quality and authenticity.

Besides Chikankari, the brand is also collaborating with artisans working on Kashmiri embroidery, Ikat and hand-block printing, providing both employment and demand for these crafts, states Poonam Rawal, Co-Founder, House of Chikankari. A specialist in Lucknow-made products, it aims to blend traditional craftsmanship with contemporary design. Currently expanding its product range, the brand targets a 30 per cent raise in revenues from products other than Chikankari in FY25,

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20 January 2025, Mumbai

India’s premium streetwear brand, Bluorng has expanded into the mall space with the opening of its fifth store at the Ambience Mall in Gurgaon. One of India’s most celebrated streetwear labels, Bluorng began its operations on the high streets.

Founded in New Delhi in 2020 by Siddhant Sabharwal and Mokam Singh, Bluorng has been redefining the streetwear landscape in India by combining premium quality with everyday comfort.

Known for its bold designs, vibrant colors, and original graphics, each Bluorng product tells a unique story, resonating deeply with a growing community of fashion enthusiasts. The brand’s commitment to craftsmanship and innovation has garnered widespread recognition, including the prestigious title of GQ India’s ‘Streetwear Label of the Year’ in 2023.

The opening of the Ambience Mall store symbolizes Bluorng’s dedication to growth and community building, says Mokam Singh, Co-Founder. This new chapter is not just about expanding retail presence but also about offering customers an elevated shopping experience that reflects the brand’s ethos of authenticity and creativity, he adds.

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18 January 2025, Mumbai

In a groundbreaking move reflecting its dedication to sports innovation, PUMA India has temporarily rebranded its iconic signage to ‘PVMA; to celebrate its collaboration with badminton superstar and two-time Olympic medalist PV Sindhu. This marks PUMA’s official entry into badminton, positioning India as a trailblazer for the sport within the global PUMA ecosystem.

Ahead of the announcement, PUMA India launched a bold campaign by altering its store signage across select locations. For nearly a week, ‘PUMA’ became ‘PVMA,’ symbolizing the brand’s commitment to Sindhu and her significant role in elevating badminton on the global stage. The rebranding generated widespread excitement online, building anticipation for the partnership.

This multi-year collaboration introduces a specialized badminton range featuring high-performance footwear, apparel, and accessories. Sindhu joins PUMA’s elite roster of athletes, which includes cricket stars Harmanpreet Kaur and Mohammed Shami, Olympian Sarabjot Singh, Paralympian Avani Lekhara, and boxing legend MC Mary Kom. PUMA’s brand ambassadors also include global icons like Usain Bolt and Neymar Jr., alongside Bollywood celebrities Kareena Kapoor Khan and Ibrahim Ali Khan Pataudi.

The partnership will officially debut at the India Open 2025, heralding a new era for Indian badminton and amplifying the sport’s profile in the country.

Badminton’s popularity in India is soaring, with 57 million fans, according to the 2024 Google-Deloitte Think Sports report. Of these, 27.8 million are Gen Z, highlighting the sport’s strong appeal among younger audiences. It has also become the second-most played sport in urban India, following cricket, with participation increasing by 65 per cent over the past four years.

Sindhu, the first Indian to win five badminton world championship medals, has been a driving force behind this growth. Her illustrious career includes victories at the Olympics, Commonwealth Games, and Asian Games. Recognized with honors such as the Khel Ratna, Padma Shri, Padma Bhushan, and Arjuna Award, she has also been featured in Forbes' 2024 list of the World’s Highest-Paid Female Athletes.

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17 January 2025, Mumbai

Leading footwear retailer Metro Brands registered a 4 per cent decline in Q3, FY25 net profit to Rs 95 crore ($11 million), as against Rs 99 crore in the year-ago quarter.

The company reported an 11 per cent rise in revenues for the quarter totaling Rs 703 crore, as against Rs 636 crore reported in the corresponding quarter of the previous fiscal year.

During this quarter, the company also launched its first Foot Locker store in India and the first kiosk for New Era. Additionally, Metro Brands also liquidated old FILA inventory and expects the second drop of India-manufactured merchandise by mid-February 2025.

Nissan Joseph, CEO, avers, Q3, FY 2025 reflects steady progress for Metro Brands as the brand built on the momentum of the festive season. The brand’s EBITDA increased by 13 per cent while PBT grew by 18 per cent, reflecting the bran’s continued focus on operational rigor. The launch of the Foot Locker store and New Era kiosk, combined with the brand’s strategic partnerships with celebrities, has enhanced its visibility and customer engagement. The brand remains committed to deliver continued value to its customers and stakeholders, he adds.

During the quarter, Metro Brands opened 24 new stores and closed two outlets. By the end of the quarter, the boasted a total store count of 895 outlets.

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20 January 2025, Mumbai

Leading ethnic wear retailer in South India, Sai Silks (Kalamandir) (SSKL), plans to open 25 additional stores across South India within the next two years. The retailer recently opened its 67th store in Trichy.

Catering to the diverse preferences of customers in South India, the new store offers an extensive collection of premium sarees, including Banarasi, Patola, Kota, Kanchipuram, Paithani, Organza, and Kuppadam. Strategically located, the store aims to offer a one-stop destination for exclusive silk and handloom sarees.

The store operates under the VaraMahalakshmi retail format, which was launched in 2011 with its first outlet in Chickpet, Bengaluru. Known for its traditional store design that celebrates the rich culture of Kanchipuram, VaraMahalakshmi specializes in handloom and occasion-wear sarees, particularly Kanchipuram silk sarees. The brand provides a luxurious shopping experience honoring the heritage of South India.

These VaraMahalakshmi stores combine exceptional customer service with an unmatched inventory and variety of SKUs, allowing the company to attract and retain a loyal customer base, says Prasad Chalavadi, Managing Director, SSKL. The company operations four unique retail formats such as Kalamandir for premium ethnic fashion, VaraMahalakshmi Silk for traditional handloom and occasion-wear sarees, Mandir offering ethnic fashion for middle-class consumers and KLK Fashion Mall that caters to the value fashion demand from budget-conscious shoppers.

Each of these formats addresses different market segments, offering a wide range of products across varied price points to ensure accessibility for all customers.

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17 January 2025, Mumbai

India’s apparel industry is set for a strong rebound in the latter half of FY25, says a new report by Phillip Capital. Despite a somewhat subdued start to the fiscal year, several factors are converging to create a positive outlook for the sector, including the upcoming festive and wedding seasons, and signs of improving consumer sentiment.

The report, which surveyed major apparel retailers across India, highlights that overall consumption in the apparel segment remained stable in Q2 FY25. However, growth was muted in July and August, primarily due to an early end-of-season sale (EOSS) in June, a lull in wedding dates, and heavy rainfall in several parts of the country.

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"The momentum picked up in early September but was subdued again due to the earlier start of the Shraadh period," the report notes. "The festive season began with Durga Puja in East India, but most retailers reported below-expectation performance. Local disruptions, particularly in Kolkata, dampened demand.

Despite challenges, Phillip Capital remains optimistic about the future. It believes the second half of FY25 will see a significant uptick in demand.

The report attributes this anticipated growth to multiple factors, including a rebound in discretionary spending, increased penetration of organized retail, and the rising popularity of e-commerce platforms. The festive season, traditionally a period of heightened consumer activity, is expected to serve as a major catalyst for this resurgence, complemented by a more favorable macroeconomic environment.

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Findings from the report

Consumer sentiment: Consumer sentiment is gradually improving, with increased optimism about the economy and personal finances.

Rural vs. urban markets: Interestingly, rural markets have outperformed urban areas in recent months, fueled by higher disposable incomes from government policies and lower inflationary pressures.

Value vs. premium: Value retailers have thrived as consumers continue to seek affordable options. Premium retailers, on the other hand, have faced challenges due to price sensitivity.

Footwear sector: The footwear sector shares a similar outlook, with October sales and footfalls meeting expectations. This positive trend is expected to continue into November and December, boosted by the wedding season.

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Table: Apparel sales growth in FY25

Challenges to watch

While growth outlook remains optimistic, certain risks could temper the recovery. Supply chain disruptions, potential volatility in raw material prices, and uneven recovery across rural markets could impact overall growth.

The report highlighted subdued growth in the first half of FY25 due to inflationary trends, cautious consumer spending, and delayed recovery in rural demand. However, a clear shift in sentiment is evident as market indicators point toward stronger consumer confidence in the latter half of the year.

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Meanwhile major apparel retailers and manufacturers are gearing up for the expected rise by increasing production capacities and strengthening supply chains. Analysts have noted an increase in marketing spends and promotional offers as brands compete to capture the pent-up demand.

Phillip Capital's report has sparked optimism across the apparel industry, with stakeholders anticipating a significant boost to their top-line growth in H2 FY25. The report concludes that the sector’s recovery will likely contribute positively to overall retail performance, making it a key area of focus for investors and policymakers alike.

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17 January 2025, Mumbai

With the interiors of its new store in Pune resembling an airport, luggage and accessories brand Mokobara aims to deepen its connection with shoppers in Maharashtra. Located in the city's Amanora Mall, the brand’s new store retails travel gear and handbags.

Designed with minimalist interiors, the store has a bright yellow façade. It offers a mix of functional and trend inspired products for men, women and children.

In 2025, Mokobara opened its 25th India store in Jaipur. The brand opened over 10 brick-and-mortar stores in H2, FY24 besides expanding its online presence.

Launched by entrepreneurs Sangeet Agarwal and Navin Parwal as an online luggage brand in 2020, Mokobara opened its first brick-and-mortar retail outlet in 2023 in Phoenix Marketcity, Bengaluru.

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