Noida fashion hub fuses global design trends

The debate over whether Tier II, III towns across India are really getting fashion savvy just got hotter with Noida’s emerging fashion industry showcasing 8 to 15 per cent growth rate. And what’s driving this upcoming fashion hub right next to

the capital is demand for global styles and fashion designers incorporating them in their collections to meet clients’ expectations. The mid and upper-mid customers from this NCR city are showing increasing interest in designer wear fused with international trends.

Designer Rajdeep Ranawat, for instance, who has a manufacturing unit as well as boutique in Noida has brought various global trends like Bohemian Vampire and Thumblina (a fairy tale) collection in his summer fabrics. Chayya Mehrotra, another designer, who retails her collections in Noida, has been using rhinestones in her designs since its famous as cocktail and evening wear across the world. And designer Josh Goraya’s summer collection in Egyptian cotton got her rave reviews from clients. Designer Ankita Chowdury is focusing on wholesaling for which she wants to organise trade-shows like the India Fashion Week, prêt-a-porter, which is organised in Paris and other B-to-B shows. Starting with simple business models, designers here have given a new definition to the designer wear market. Most of them have similar stories to tell.

How has Noida suddenly become a centre of activity for so many fashion designers? Availability of labourers, electricity, water and affordable real estate prices, space and easy accessibility has made this Delhi-suburb a favourite among designers. There are around 20 fashion houses in Noida which employ around 45 to 50 people each. Experts say that the total market size of fashion sector in India is approximately Rs 20,000 crores. The Indian fashion industry has the potential to increase from its net worth of Rs 200 crores to Rs 1,000 crores in the next five to ten years.

With increasing number of established and upcoming designers setting up their manufacturing units and boutiques in this city, while also exporting to various countries in Europe and the Middle East, even the domestic customer is showing an inclination towards designer wear. And these designers are working hard to please their domestic as well as international clients by creating stylised product lines. For instance, while the collection for domestic market includes suits, light lehengas and Indo-western outfits, the one for the global market includes dresses, capes, trousers and maxi-gowns.

And with a huge response to their designer lines, these bunch of New Gen designers are buoyant about the future ahead. Starting off with small investments, they have found a foothold in the domestic as well as international markets and are now looking forward to take their businesses to a larger scale.