AI-powered tools, circular fashion, to drive innovation in India’s apparel market: Akhil Jain, Executive Director, Jain Amar House of Fashion

21 January 2025, Mumbai

Virtual fashion, AI-powered tools and circular fashion are set to drive further innovation in the apparel industry in India, says Akhil Jain, Executive Director, Jain Amar House of Fashion.

Inclusivity, minimalist fashion, and locally sourced sustainable products will take precedence during the year with brands adapting to new technologies and addressing evolving consumer preferences thriving in 2025, he adds.

In 2024, the Indian apparel industry underwent remarkable changes, notes Jain. With innovation, technology, and sustainability reshaping their future, brands are redefining the consumer experience while responding to societal shifts, he adds.

Sustainability was at the forefront in 2024 as brands adopted eco-friendly materials and transparent supply chains to meet consumer demands, affirms Jain. Digital transformation continued as e-commerce solidified its dominance post-pandemic, offering personalized experiences through AI-driven recommendations and virtual try-ons, he adds.

Experiential retail gained momentum during the year, with physical stores becoming immersive spaces featuring interactive designs and in-store events. Dominant consumer demographic, Gen Z drove demand for individuality, authenticity, and social responsibility, pushing brands to align their strategies with these values. Social media remained a powerful tool, with platforms like Instagram and TikTok enabling influencer marketing, live shopping, and user-generated content.

Omnichannel retail emerged as the new norm, as brands integrated online and offline platforms to provide seamless shopping experiences. To embrace these shifts, Madame introduced eco-conscious collections to align with the sustainability movement. It also enhanced its online presence by developing a dedicated e-commerce site, madameonline.com, complementing its existing platform, glamly.com.

In March, Madame unveiled a modernized store design concept, revamping its outlets to create immersive shopping experiences. By prioritizing social media engagement and tailoring its offerings, Madame has successfully captured the attention of Gen Z, making this demographic central to its strategy.

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