A prominent ethnic wear manufacturer in India, Ajmera Fashion has forayed into the kidswear market with its maiden premium franchise brand, Little Wings.

This move stems from the keen market insight of Ajay Ajmera, Founder and CEO, who identified a clear gap in the Indian retail sector.

While there are numerous established brands for sarees, lehengas, and menswear, smaller cities and towns in India often lack organized, branded options for children's clothing. Little Wings is Ajmera’s solution to this unmet need—a brand created to offer premium-quality, stylish, and affordable clothing for children aged 0 to 15 years.

Little Wings’ product range includes dresses, denim wear, ethnic outfits, t-shirts, shorts, casual wear, and party wear—all made with super-soft fabrics, appealing designs, and a focus on providing good value for money that resonates with aspirational Indian families. The brand aims to provide fashionable, comfortable, and value-for-money kidswear to families across India,” states Ajmera.

The brand will operate on a franchise-owned model. Initially, the company will focus on smaller towns and cities where the demand for quality kidswear is growing but remains largely underserved.

The new brand by Tarun Tahiliani, OTT showcased its latest collection of multi-wear garments at Lakmé Fashion Week 2025, held in partnership with the Fashion Design Council of India in Mumbai. 

Emphasizing on the concept of daily reinvention, the collection features fluid, feminine silhouettes that define the brand.  Representing the multifaceted urban woman, it traces her evolution as she moves through life, accumulating pieces that reflect her journey and achievements, states Tahiliani stated, emphasizing the personal and self-expressive nature of fashion.  

Blending Indian and Western styles, the new OTT collection reflects Tahiliani's signature India Modern aesthetic. It offes draped gilets, flowing dresses, structured jackets, and layered separates for women of all ages, prioritizing effortless elegance and adaptable pieces.  

Focusing on craftsmanship, the collection reimagines hand-embroidered chikankari n contemporary designs besides reviving the Rabari craft in vintage-inspired pieces. Previously featured in a 2015 collaboration, the Singh Twins’ geometric prints, reappear in soft summer hues, adorning linen, Chanderi, georgette, organza, and jersey fabrics. The collection promotes a sustainable approach to fashion by incorporating archive pieces with new designs.

Held in Mumbai from March 26 to 30, LFW X FDCI 2025 provided a platform for designers across India and featured various design competitions. The event highlighted innovation and creativity within the Indian fashion industry.

Entering the e-commerce market, Garment Mantra Lifestyle has launched its online fashion platform ‘Stitch’ Stylee’.

The platform will enable Garment Mantra to expand its reach and capture a larger share of the fast-growing online fashion retail industry in India. It will drive the brand’s revenue growth, improve visibility and create new opportunities to scale operations efficiently

Garment Mantra expects its online platform to also drive the brand’s revenue growth, improve visibility, and create new opportunities for scaling operations efficiently.

Prem Aggarwal, Chairman and Managing Director, Garment Mantra, says, the launch of Stitch Stylee is a testament to the brand’s commitment to innovation and adaptability in an increasingly digital world.

For the brand’s investors, this initiative represents a strategic growth driver to enhance its revenue streams, improve profit margins, and expand footprint. With the right execution, Stitch Stylee will contribute meaningfully to the company's financial performance, he adds.

Garment Mantra is a value fashion retailer with a strong presence in Tier II, III markets of the country.                             

Renowned menswear brand Success opened its largest exclusive brand store in Ranihaat, Cuttack. The store opening was attended by several prominent figures including Pradeep Pansari, Suchitra Pansari, Anand Pasari, Urmila Pasari, and Subhasis Nath Sharma.

Pointing out to the brand’s rapid growth in the northern part of the city, a company representative pointed out, this dynamic development has encouraged many well-known brands to establish a presence in the area.

The brand currently operates over 20 EBOS, along with over 375 MBOs and 45 shop-in-shop setups across the country. It is prominently present in Odisha, with six stores already operating in the state, and plans to expand further into cities such as Berhampur, Rourkela, Talcher, Puri, Jatni, Sambalpur, and Bolangir, the representative explained.

With an aim to become India’s most trusted menswear brand, Success envisions a strong expansion strategy that includes establishing more retail chain stores nationwide and significantly increasing the number of its EBOs.

Emphasizing on the brand’s dedication to quality in manufacturing, Anand Parasar, Franchise Partner, states, the brand aims to improve its product quality to ensure it stays on par with leading international brands, guaranteeing customers with unmatched value.

Spanning 600 sq ft, the brand’s new store is strategically located in a busy commercial area, making it easily accessible to shoppers. This flagship store offers a complete range for the modern man’s wardrobe, featuring everything from sophisticated suits and stylish blazers to trendy jackets, elegant vests, traditional kurtas, comfortable pajama sets, casual shirts, tailored trousers, and a variety of premium denim options. Additionally, it also offers a curated range of accessories to complement these collections, divided into formal, casual, and party-wear sections.

TechnoSport has opened its first flagship store in Bangalore, marking a major milestone in its retail expansion journey. Located in the bustling HSR Layout on 27th Main Road, the store officially opened on March 28. Spread across 1,650 square feet over two floors, the store offers an immersive and upgraded shopping experience for activewear enthusiasts.

Branded as ‘TechnoSport Flagship 2.0,’ the outlet introduces a modern retail format with modular fixtures, eye-catching product displays, and a layout that narrates the brand’s evolution. The launch is supported by special offers for customers, those spending Rs 2,999 or more will receive a free gym bag, while purchases over Rs 3,999 and Rs 4,999 come with a free power bank and Airdopes, respectively.

The store showcases TechnoSport’s best-selling products along with its advanced Cotflex collection. Designed for all-season comfort, especially the warmer months, the range features breathable, moisture-wicking, anti-microbial, and odour-resistant fabrics with a soft, smooth finish.

Sunil Jhunjhunwala, Co-founder & Managing Director, said the modular store format will support faster replication as the brand scales up. CEO Puspen Maity highlighted the importance of the HSR location in boosting brand visibility and connecting with the local fitness community.

The new store reinforces TechnoSport’s focus on performance-driven design, quality, and innovative retail engagement.

An artisanal lifestyle brand from Aditya Birla Fashion and Retail, Jaypore has increased its store count across India to 26 with the launch of a new EBO in Greater Kailash. This new store strengthens the brand’s strategy to make ethically sourced, artisan-crafted products more accessible while supporting rural artisans

Spanning 2,360 sq ft across two levels, the store blends contemporary design with traditional Indian aesthetics. Its design integrates architectural elements that help create a functional shopping environment.  Inspired by Punjab’s Phulkari craft, the store’s façade features a perforated geometric lattice that illuminates at night. Finished in terracotta red, the store’s arched entrance, leads into a space focused on craftsmanship.

Manu Gupta, Vice President and Brand Head, Jaypore states, the opening of this flagship store in Greater Kailash marks a pivotal milestone in Jaypore’s journey of growth and evolution. The store is a testament to the brand’s commitment to bringing India’s finest handcrafted products to a wider audience while creating an immersive retail experience.

The launch of this new store’s also boosts Jaypore’s omnichannel strategy besides strengthening s customer accessibility and extending support to over 30 craft clusters across India.

The store’s interiors feature an earthy material palette that complements its artisanal collections. The store boasts of dedicated spaces that highlight the brand’s new collections and artisan stories, while textured wall finishes add a layered dimension. Traditional motifs inspired by Phulkari and Ikat are incorporated into the display units, reinforcing the brand’s connection with Indian crafts.

A staircase with handcrafted Chettinad-inspired tiles connects both levels. Additional design elements of the store include vintage Suzani textiles, hand-painted Mughal butas, and Rabari mirror work. The space is illuminated by natural light streaming through the double-height ceiling, enhancing the contrast between textures and artisanal details. A large display screen showcases visuals and videos highlighting the artisans behind the collections.

The store offers a selection of handcrafted apparel, jewelry, and home décor, with designs incorporating floral block prints, nature-inspired motifs, and handcrafted silver and gold-plated jewelry.

An ethnicwear brand from Stellaro Brands, Rangita pays a vibrant tribute to fresh start and festive spirit with its new Spring-Summer 2025 campaign.

Titled ‘Shubh Aarambh’ and shot at the scenic Chinar Haveli of acclaimed photographer Raghu Rai, the campaign captures the joy of summer weddings, female friendships, and cultural nostalgia. It focuses on empowering women by offering them a wide variety in ethnic wear.

Merging tradition with modernity, the in-house campaign showcases apparel pieces that are ideal for both daily wear and special occasions. It captures the glow of nostalgia and the unbreakable moments experienced at Indian weddings, says Himanshu Chakrawarthi, CEO, Stellaro Brands.

Conceptualized by Shivanee Dutt, Sr Director - Brand Marketing, the campaign was developed by Saswata Ghosh and Shayak, Creative Directors.  with music by the late Sunjoy Bose and vocals by Arushi Tiwary. The brand has rolled out the campaign across Instagram, Facebook, and YouTube.

Looking ahead, Rangita plans to strengthening its omni-channel growth strategy opening around 25 stores in the next 12 months. Of these, the brand plans to open 5-6 new stores in this quarter spanning April–June 2025.

In the realm of fitness fashion, the era of the skin-tight legging, once hailed as the ultimate symbol of both physical prowess and style, is gracefully making way for a new wave of comfort and self-expression. This shift marks not just a change in wardrobe but a broader cultural transformation towards embracing ease and authenticity in our active lifestyles.

For years, gyms were dominated by figures clad in form-fitting Lycra, epitomizing a culture that equated effort with tightness. However, a revolution is underway in fitness attire, reflecting a deeper societal shift towards prioritizing comfort and mental well-being alongside physical fitness.

The emergence of loose and relaxed styles

The emergence of looser styles is redefining the fitness landscape. Yoga pants now flow with every pose, tracksuit bottoms exude effortless cool, and ballet-inspired wrap cardigans offer elegance without constraint. These garments, once confined to studios, now spill into everyday wear, blurring the lines between activewear and casual attire.

This trend towards relaxed silhouettes mirrors broader changes in fashion where restrictive clothing gives way to designs that celebrate movement and functionality. Skinny jeans yield to baggy denim, and oversized shirts become staples of contemporary style, echoing a desire for freedom both in fashion and in life.

Moreover, the shift in gymwear reflects a more holistic approach to fitness—one that acknowledges exercise as a means of enhancing mental well-being and fostering a positive mindset. By opting for looser garments, individuals can redirect focus from outward appearances to the intrinsic joy of movement, thereby promoting self-acceptance and confidence.

Brands adopt the new trend

Leading brands are responding to this demand for comfort-focused gymwear. Vuori, rooted in menswear, champions comfortable fabrics and ease of movement with its ‘Miles Ankle Pant,’ bridging the gap between gym attire and everyday wear effortlessly. Meanwhile, M&S Goodmove democratizes comfort with affordable options like the high-waisted hareem yoga joggers, proving that comfort and style need not come at a premium.

Fitness studios, like Frame, and influential figures such as Cassie Davenport, further propagate the trend towards relaxed gymwear. Their preference for tracksuit bottoms and loose T-shirts underscores the practical and psychological benefits of embracing comfort during workouts.

Even industry giants like Nike and Lululemon are embracing the shift towards looser fits. Nike’s ‘Nike Life’ collection and Lululemon’s ‘City Sweat’ line expand their offerings beyond traditional tight-fitting activewear, catering to a diverse audience seeking comfort and versatility.

In essence, the decline of restrictive gymwear signifies more than a change in fashion—it symbolizes a broader cultural shift towards self-acceptance, functionality, and empowerment. As we embrace looser silhouettes and prioritize ease of movement, we cultivate a more positive and liberating experience in our active lives, whether in the gym, on the streets, or amidst nature’s embrace.

The message is clear: it’s time to loosen up, let your body move freely, and celebrate the joy of being active in comfort and style.

Uttar Pradesh Chief Minister Yogi Adityanath questioned why India lags behind Bangladesh in readymade garment exports despite its vast population.

Speaking at a textile park investor meet, he stressed the need to develop a global textile brand and provide direction to India's workforce, highlighting Uttar Pradesh as a key consumer market for the industry.

The Clothing Manufacturers Association of India (CMAI) sees the recent US tariff changes as a major opportunity for India’s apparel sector. With higher tariffs imposed on key textile-exporting nations like Bangladesh and Vietnam, India gains a competitive edge, potentially enhancing its presence in the US market.

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Santosh Katariya, President of CMAI, called the tariff revision a ‘pivotal moment’ for Indian manufacturers. "To fully capitalize, we must scale up production, drive product innovation, prioritize sustainability, and meet global compliance standards. A coordinated effort between industry and policymakers will be key to strengthening India’s global competitiveness," he stated.

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Rahul Mehta, Chief Mentor of CMAI, highlighted the potential advantage, comparing it to Bangladesh’s 10-12 per cent duty relief in EU markets, which helped it outperform India in Europe. "Now, we have a similar, if not greater, advantage in the US market. If we fail to seize this opportunity, we will once again miss the ‘Bus of Opportunity’,” he

However, CMAI cautioned that the new trade landscape presents challenges. With higher US tariffs, Bangladesh and Vietnam are expected to intensify their focus on alternative markets like the EU, UK, and Australia, heightening competition for Indian exports.

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These nations may also target India’s domestic market, increasing competitive pressure.

The apparel sector now stands at a critical juncture.

Whether India emerges as a stronger global apparel powerhouse depends on how swiftly and effectively the industry and policymakers act to leverage this shifting trade dynamic.

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Streetwear label Manaca has launched its debut brick-and-mortar store in Mumbai. Located on Linking Road in Khar West, the new outlet showcases the brand's performance-oriented apparel for both men and women.

The store’s launch event in Mumbai was attended by celebrity guests including Poonam Pandey, Nikita Rawal, Malini Agarwal, Alexx, and Mihir Joshi. Situated next to the Bata showroom on Linking Road, the Navrang store is designed to fuse fashion and technology, promoting techwear and futuristic apparel in India.

The store offers products including stealth-style apparel, functional streetwear, and eye-catching statement pieces, catering to urban fashion enthusiasts. Through this store, the brand aims to establish itself as a disruptive force in India's streetwear market, It also sells its products through its direct-to-consumer online store.

Manaca brings the future of fashion to the sreets by combining cutting-edge technology, high performance funcationality and bold, avant-garde design, says Manish Bhavnani, Founder, Manaca. Each of the brand’s products is designed for the new generation of go-getters, creators, and those who break the mold, he adds.

India’s fashion landscape is shifting its epicenter beyond the metros. A growing middle class, increasing digital spread and an for style is boosting retail revolution in Tier II and III cities. This rise is creating a vibrant market for fashion and apparel, presenting unprecedented opportunities for brands across all segments.

The Indian apparel market is projected to reach $170 billion by 2030, growing at a CAGR of approximately 10 per cent. While metros still hold a significant share, Tier II and III cities are emerging as the fastest-growing segments.

As per reports by Technopak Advisors and Wazir Advisors the current market size in Tier II & III cities is estimated at around $40-50 billion. Statista and RedSeer Consulting reports suggest that by 2030 the market size of Tier II & III is expected to surpass $80-100 billion. The growth rate of Tier II, III cities as per CRISIL and ICRA reports will be 12-15 per cent, which is significantly higher than metro growth.

Table: Apparel market growth (estimates)

Growth triggers for smaller cities

The main reason for higher growth rates in smaller cities is changing consumer mindset. Consumers are becoming increasingly fashion-conscious, due to higher digital exposure. Social media platforms like Instagram and YouTube, coupled with the proliferation of smartphones, expose consumers to global trends. E-commerce platforms have also become a major source of shopping. It maybe noted that Internet penetration in rural India has increased from 12 per cent in 2015 to over 45 per cent in 2023 as per Telecom Regulatory Authority of India reports.

Another driver for smaller cities is rising disposable incomes and a desire for upward mobility are driving aspirational purchases. Consumers are willing to spend on quality and style. Regional influences too are at work as local festivals, cultural events, and regional celebrities play a significant role in shaping fashion preferences. However, although aspirational, consumers in Tier II and III cities are still price-sensitive. They seek a balance between quality and affordability.

Another growth catalyst is e-commerce expansion. Online platforms are bridging the gap between urban and rural markets, providing access to a wider range of brands. Influencers and social media campaigns too are shaping consumer perceptions and driving trends. Meanwhile, domestic and international brands are expanding their presence in smaller cities through physical stores and online channels.

Local brands have strong market hold

The apparel market is witnessing strong growth in both premium and value/affordable segments, though each is driven by different factors. The value and affordable apparel segment dominates the market, catering primarily to price-sensitive consumers. Local brands and unorganized retailers hold a significant share, with affordability, durability, and basic functionality being key drivers of demand. A notable example is V-Mart, a value retail chain that has successfully expanded into Tier II and III markets by offering budget-friendly apparel and household goods. Their strategic store placements and focus on local consumer preferences have been instrumental in their success.

On the other hand, the premium apparel segment is experiencing rising demand, due to increasing disposable incomes and aspirational spending. Both national and international brands are expanding their presence in India, offering a broader range of premium options. Factors such as brand awareness, quality, and exclusivity drive this segment’s growth. Reports from consulting firms like McKinsey & Company and Bain & Company indicate that the premium apparel segment in Tier II and III cities has grown at a CAGR of 18-20 per cent over the past three years, highlighting the growing appetite for high-end fashion beyond metropolitan areas.

Menswear growing as womenswear lead

Within the apparel sector, menswear is witnessing strong growth, particularly in casual wear and athleisure, as more men embrace branded and trendy styles. This shift is largely driven by an increasing male working population and greater exposure to global fashion trends. Womenswear remains the largest segment, spanning diverse categories such as ethnic wear, western wear, and lingerie. The rising number of working women and greater exposure to fashion trends have significantly boosted demand for stylish and trendy clothing. Kids' wear, too, is emerging as a rapidly growing segment, with increasing parental spending on comfortable, durable, and fashionable clothing. Social media and heightened parental awareness of children’s fashion further accelerate growth in this category.

Denims continue to be a popular choice across demographics due to their versatility and durability. The rising demand for branded denim and trendy styles is driven by the growing youth population and the influence of western fashion. Similarly, ethnic wear remains a significant part of the Indian apparel market, thriving on cultural events, festivals, and a deep-rooted traditional identity. The increasing preference for designer ethnic wear has further pushed up growth in this segment.

Retail growth is being driven by both offline and online channels. Despite the rise in e-commerce, offline retail remains crucial, particularly in Tier II and III cities, where physical stores offer a tangible shopping experience and build consumer trust. The expansion of organized retail chains, the opening of malls, and the increasing penetration of franchise stores have all contributed to the steady growth of offline retail, which is estimated to be expanding at an annual rate of 8-10 per cent in smaller cities.

At the same time, online retail is experiencing exponential growth, with e-commerce platforms gaining traction in non-metro areas due to rising internet penetration and smartphone adoption. Online platforms provide a vast selection of products at competitive prices, along with convenient delivery options. Online retail in Tier II and III cities is estimated to be growing at 25-30 per cent annually, significantly outpacing the national average. This surge is driven by factors such as affordable data plans, improved logistics, and the availability of regional language interfaces on e-commerce platforms, making online shopping more accessible to a wider consumer base.

Overall, both premium and value apparel segments are flourishing, driven by unique consumer behaviors and evolving market dynamics across various categories and retail formats.