Positive growth in women’s denim segment increases brand play

India’s women’s wear segment is pegged at Rs 78,500 crores, and expected to grow at 9 per cent for the next five years. And women’s denim wear is growing at 17 per cent year on year, says a Technopak Study. In fact, over the last decade, denim has penetrated deep in metros and mini metros, with growing popularity especially among younger generation. What’s more, working women in small cities have accepted denim as a casual outfit. Growing focus of retailers and brands on women’s denim have also contributed to its penetration in the country.