14th September 2021, Mumbai:
National Institute of Fashion Technology (NIFT) mandated by Ministry of Textiles undertakes: “IndiaSize - National Sizing Survey of India”
Global brands are missing out because of this oversight
It is hard to believe but is the truth of the day is that a country as big as India with a population of almost 1.4 billion people was totally ignored when it comes to sizing as little seriousness was attached to this initiative.
General delectable consumers perception goes like this," western fashion brands available in malls and shops may not necessarily be best fit to our users. Often they are too tight in some areas and too loose in others. It is where local brands are preferred in many cases as apparently they have struggled to have successfully cracked the sizing code.
“IndiaSize - National Sizing Survey of India”, the Indian government’s ministry of textiles is taking up an extensive anthropometric research study well intended to develop a holistic body size chart for the Indian population.
The ministry’s National Institute of Fashion Technology (NIFT) based in New Delhi has already been mandated with the project that will involve gathering anthropometric comprehensive data from more than 25,000 gents and ladies between 15 and 65 years of age Pan-India using 3D whole body scanning technology approach & methodology.