Rising self-awareness and style-consciousness driving menswear growth in India

24 July, Mumbai 2025

The Indian menswear industry is undergoing a significant transformation, largely driven by a more self-aware and style-conscious male consumer. Today's Indian man seeks comfort without compromising on style.

There is a move toward elevated everyday essentials, versatile wardrobe staples that offer premium fabric, great fit, and thoughtful design, highlights Yogesh Kabra, Founder, XYXX.

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There is a rapid rise in athleisure and performance wear, as fitness and hybrid work lifestyles blur the lines between formal and casual attire, he notes.

Indian male consumers are increasingly gravitating towards luxurious fabrics like Giza, Supima, and Tencel, and are looking for refined tailoring even in casualwear, leading to a rise in smart casuals and minimalist contemporary designs.

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Dinesh D, Co-founder, Engyne, observes, inspired by global trends, streetwear and athleisure are booming among Gen Z. There is a resurgence of modern Indian identity, with traditional pieces reimagined in contemporary forms, he points out. Anand Aiyar, CEO, Arrow, adds, there's a growing appreciation for responsible sourcing, quality craftsmanship, and understated sophistication.

Brands are strategically adapting to these evolving preferences. XYXX is expanding its categories beyond innerwear to include athleisure, loungewear, and winter wear. They're also deepening their Direct-to-Consumer (D2C) ecosystem and scaling offline through modern trade and exclusive brand outlets.

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Engyne focuses on product excellence, operational agility, and direct consumer engagement, planning future scaling through selective offline presence and international shipping, leveraging its factory-to-consumer model for efficiency.

Arrow aims to strengthen its leadership in premium menswear through innovation, expanding its omnichannel presence, and launching limited edition collections, investing in products like their AutoPress FLX Shirts.

The entry of international brands like Marks & Spencer and Tommy Hilfiger has intensified competition, but Indian menswear brands view this as a positive development, indicating a growing fashion appetite.

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In terms of retail, online channels, including marketplaces and quick commerce, are major revenue drivers for XYXX and Engyne, with plans for future offline exploration. Arrow, however, still relies predominantly on offline retail, though its online sales are steadily growing, hinting at a future integrated omnichannel model.

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Tier II and III cities are becoming significant growth engines for Indian menswear brands. Consumers in these markets are aspirational and value-driven, prioritizing durability, comfort, and subtle luxury.

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The next phase of growth in India's menswear market is expected to be fueled by a blend of innovation, personalization, and sustainability, with brands leveraging both online and offline channels.

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