Gant India leverages celebrity equity to capture 15% rise in premium menswear demand
7 April 2026, Mumbai
As the Indian menswear market scales toward an estimated $24 billion valuation by 2026-end, Gant India has roped in Bollywood icon Shahid Kapoor to anchor its Spring/Summer 2026 ‘Work in Progress’ narrative. This collaboration arrives as urban consumers increasingly shift toward ‘investment dressing’ - prioritizing durability and heritage over disposable trends. Data indicates, the premium segment is currently outperforming the broader apparel market with a 10.5 per cent projected revenue increase this fiscal year, driven by a growing demographic of fashion-conscious professionals seeking versatile, high-quality transitions between corporate and social environments.
Strategic retail footprint and brand evolution
Beyond the visual appeal of the campaign, Gant is executing a robust physical expansion through its partner, Samarth Lifestyle, with plans to double its exclusive brand outlets to 50 locations nationwide by 2027. This aggressive offline strategy addresses the ‘touch-and-feel’ requirements of high-ticket apparel while integrating omnichannel capabilities to serve Tier-II and Tier-III cities where digital luxury consumption is spiking. Our focus remains on the 'modern heritage' intersection, where American casualness meets European refinement, notes the brand’s leadership. By refreshing core categories like tech-enabled chinos and lightweight tailoring, Gant aims to secure a dominant share of the smart-casual market, which now accounts for nearly 35 per cent of total menswear sales in metro hubs.
Navigating competitive headwinds
Despite the optimistic growth trajectory, the brand faces intensified competition from both domestic premium players and international entrants. However, Gant’s reliance on monomaterial innovation - aligning with the industry’s 7.9 per cent CAGR in sustainable fashion- provides a distinct competitive edge. The SS26 collection utilizes breathable, high-performance fabrics that mirror the evolving consumer demand for functionality. By weaving Kapoor’s personal ethos of ‘constant refinement’ into the product story, Gant successfully transitions from a legacy label to a contemporary lifestyle choice for the aspirational Indian male.
Gant is a premium lifestyle brand specializing in American sportswear with European sophistication, primarily serving the menswear and womenswear categories. Managed in India by Samarth Lifestyle, the brand is currently doubling its retail footprint to 50 stores. Since its 1949 inception, Gant has evolved from a shirtmaker to a global leader in high-performance, heritage-inspired fashion.
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