Adarsh Gill launches her range online

Well-known couturier Adarsh Gill, who has dressed the likes of Jacqueline Kennedy, Uma Thurman and Diana Ross, has finally decided to debut online with her collection. She has launched he online label ‘Defiance’, after almost a four-decade long career in the fashion industry. Though she has so far been launching her collections at her retail stores at Jorbagh in South Delhi or Surga Manzil in Mumbai, keeping the momentum ecommerce is gaining in India, she decided to test the waters.

Many other designers have venture online. Designer wear by Rohit Bal, Raghavendra Rathore to Ritu Kumar is easily available online, thanks to the aggressive marketing efforts of portals like Jabong, Myntra and Flipkart. Interestingly, clothes by these top fashion designers are now available at affordable prices too. No wonder the demand for designer wear is on the rise and designers are now busy creating special collections for online customers, which also allow them to reach out to the larger audience. Ecommerce now means a big business for the fashion fraternity.

With fashion becoming the highest selling category online as well as offline and rising number of women turning to high-fashion wear, investors’ interest in this category is increasing by the day. According to a study by the Associated Chambers of Commerce and Industry of India (Assocham), India's Rs 720-crores designer wear industry is likely to top Rs 11,000 crores by 2020. Assocham attributed the growth to higher disposable income and rising awareness about fashion even in small towns.