Indian consumers increasingly adopting global fast-fashion

While Indian women continue to find comfort in traditional attires such as kurtas and saris, international fast-fashion brands such as Zara, H&M, Gap and M&S are cashing in on the rising consumer base turning to western outfits.

US-based Gap and Sweden's H&M recently entered the country, Spanish retailer Zara is on expansion mode in India. On the other hand, British high-street label Marks & Spencer recently opened its 50th store in the country, its biggest market outside the UK. Industry experts attribute the rise in consumer spend on western clothing in India to rising fashion consciousness, brand awareness, growing middle class, urbanisation, rising disposable incomes and nuclear families as well as the country having one of the youngest populations in the world.

Rise in number of working women has also led to the considerable rise in sales of western clothes. Marks & Spencer, for instance, claims that its Indigo denim range and lingerie as two of the best-performing lines in India, with more than 300,000 bras sold in 2014/15. Global brands are also adjusting their collections and pricing to suit the preferences of the Indian consumer.