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Brands-To-Retail 25-03-20

The Consumption Conundrum: Can India's Growth ride on spending alone?

A single, vibrant strand is currently pulling the Indian economy forward: consumption. From Delhi’s bustling bazaars to the digital storefronts accessed from remote villages, the rise in consumer spending is undeniably driving growth. But the moot point is: can this single strand bear the weight of India's economic aspirations, or will it begin to fray?

The fundamental principle is that sustained growth requires a harmonious balance between supply and demand. With its powerful multiplier effect, investment acts as the loom that weaves these elements together. This is where the contrasting narratives of India and China offer valuable lessons.

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The China story: Investment as the warp and weft

China's remarkable rise is a testament to the strength of investment as the warp and weft of economic development. From the 1970s, China consistently prioritized investment, particularly in infrastructure and manufacturing, creating a robust foundation for export-led growth. This strategy led to rapid industrialization, job creation, and a rise in national prosperity.

China has recorded consistently high investment rates. In fact, in 1992, China's investment share of GDP stood at 39.1 per cent, compared to India's 27.4 per cent.

It adopted a policy of state-led investments in critical sectors. By 2023, China's investment rate reached 41.3 per cent, while India's lagged at 30.8 per cent. The relentless focus on export-oriented manufacturing bore results and the massive, transformative infrastructure development are an example for others to follow.

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India's consumption canvas

In contrast, India's recent growth story is based on domestic consumption. This is particularly evident in the growing fashion and apparel sector, a key driver of India's consumption-led expansion.

The India fashion retail market size was estimated at $58.16 billion in 2023, and is projected to reach $125.31 billion by 2030, with a CAGR of 12.65 per cent highlights a Blueweave Consulting study. Companies like Reliance Retail, Trent and Aditya Birla Fashion and Retail Limited are capitalizing on this growth, expanding their footprints and catering to the evolving needs of Indian consumers.

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As per Wazir Advisors, "The per capita expenditure on apparel is expected to reach Rs 6,400 by 2023, from Rs 3,900 in 2018. Therefore, the total Indian apparel consumption expenditure is expected to grow to Rs 9.35 lakh crores by 2023."

This increase is due to rising disposable incomes, rapid urbanization, and the increasing influence of global fashion trends, which get a boost from social media. The sector contributes nearly 2 per cent of India's GDP and accounts for 14 per cent of industrial production, highlights Wazir Advisors’ study.

The consumption-led growth scenario throws up numerous challenges. It results in a weaker multiplier effect compared to investment. It has the potential for increasing income inequality, leaving many behind and a dependence on potentially volatile sources of demand. It results in a persistent trade deficit and stagnation of public and private investment.

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Table: Comparative analysis and the contrasting picture

Feature	China	India
Growth Model	Investment-Driven	Consumption-Driven
Investment Rate	High (40%+ of GDP)	Relatively Low (around 30% of GDP)
Infrastructure	Extensive, Advanced	Developing, with Gaps
Manufacturing	Strong, Export-Oriented	Developing, with Potential
Income Inequality	Significant, Addressed Through Growth	Widening, a Growing Concern
Government Role	Active, Interventionist	Relatively Passive in Investment
Fashion Retail Growth	Growing, but less of a GDP driver.	Very Strong GDP driver.

Investment rates over time
Year	India (% of GDP)	China (% of GDP)
1992	27.4	39.1
2007	35.8	N/A
2013	31.3	44.5
2023	30.8	41.3

India's future depends on its ability to weave a balanced economic fabric. While consumption, particularly in sectors like fashion, offers a vibrant hue, it cannot be the sole sustaining strand.

By prioritizing investment, fostering a conducive business environment, and addressing income inequality, India can strengthen its economy. The government must act as a skilled weaver, guiding the process and ensuring that all threads contribute to a strong, resilient, and prosperous future.

Brands-To-Retail 25-03-20

Arrow evolves brand identity with expansion into non-formal categories

A long-established leader in men's formal wear since 1851, Arrow is evolving its brand identity by expanding into non-formal categories, transforming from a primarily formal wear brand to a comprehensive lifestyle brand catering to diverse menswear needs.

Arrow's heritage is built on pioneering innovations, including the detachable collar, smart shirts, and anti-odor technology. This commitment to innovation continues with flagship products like the Auto-Press shirt, a wrinkle-free, non-iron shirt known for its performance and convenience.

The brand’s recently introduced Auto-Press Flex shirt combines wrinkle-free technology with stretch, overcoming the technical challenge of integrating stretch into high-temperature baking processes, explains AnandAiyer, CEO. Arrow also offers trousers with the Auto Flex waistband for enhanced comfort and flexibility, and its Auto-Press 4.0 shirts represent the next generation of wrinkle-free technology.

While maintaining its dominance in formal wear, Arrow continues to also focus on menswear/ Currently, the brand does not plan to expand into women's or children's wear, states Aiyer Arrow's extensive distribution network includes exclusive brand outlets, department stores, multi-brand outlets, and thousands of touchpoints nationwide, ensuring omnichannel accessibility while maintaining a premium brand image.

Committed to consistent growth, Arrow plans to open 20 to 30 new stores annually. The brand plans to accelerate its expansion by opening over 40 new stores next year, adds Aiyer. This strategic growth and innovation will solidify Arrow's position as a leading menswear lifestyle brand.

Brands-To-Retail 25-03-20

R|Elan Fabrics 2.0 collaborates with Heumn to launch new collection at LFW X FDCI

Reliance Industries’ R|Elan Fabrics 2.0 plans to launch a unique collection during the Lakme Fashion Week X FDCI on Oct 11, 2024.

To be launched in collaboration with the ready-to-wear homegrown label Huemn, the collection merges the brand’s distinctive design philosophy with R|Elan's state-of-the-art fabric technology.

Combining creativity and innovation, the R|Elan x Huemn collection adopts eco-friendly fabrics made from PET bottles like the R|Elan GreenGold, and also R|Elan Kooltex .

The collection will showcase Huenm’s signature elements—hand-drawn prints, bold statement pieces, inclusive fits, and meticulously handcrafted textures and surfaces. It will also feature handcrafted embroideries that pay tribute to traditional Indian craftsmanship.

A standout feature of this collection is its unique blend of advanced materials and intricate textures that help create garments elevating the visual and tactile experience. A mix of style, sustainability, and comfort, these garments come with a finish that enhances both their form and function.

Pranav Misra, Co-Founder and Creative Director of HUEMN, states, a dynamic union of creative vision and technological innovation, the Huemn X R-Elan collaboration is poised to inspire consumers to rethink fashion.

Hemant D. Sharma, Sector Head – Polyester, Reliance Industries, adds, the collaboration is a perfect example of how R|Elan’s advanced fabric technology’s performance and sustainability creates a one of a kind experience.

Brands-To-Retail 24-10-10

Azorte embarks on expansion spree, plans 10 new stores for the festive season

Positioned as India’s first tech-fashion brand, Azorte has embarked on an expansion spree with an aim to leverage the on-going festive spirit in the country.

The brand plans to open approximately 10 more stores across cities by this month-end. Over the last few days, the brand opened three new stores, two in Bengaluru and one in Guwahati. Its store openings reflect the brand’s dedication to meet customers’ evolving demands, offering a curated selection of high-fashion apparel, accessories and innovative tech-enhanced shopping experiences, says Hari Krishnan, General Manager-Head-VM, Azorte.

With the brand’s focus on technology, its stores prominently feature dynamic screens that reiterate the brand’s narrative while also adding an interactive edge to the consumers’ experience. Rather than just showcasing products, the brand’s visual merchandising is designed to tell stories, explains Krishnan. All of its displays are thoughtfully coordinated with the designers’ vision and help customers connect with global fashion trends through curated collections. These new stores carry forward the brand’s distinct identity by combining tech-led interfaces with vibrant store displays.

Brands-To-Retail 24-10-07

Mashroo expands with five new stores across India

Expanding its physical retail footprint, modern modest wear specialist, Mashroo has opened five new stores across India. Of these, four stores are located in Mumbai while the remaining one store is located in Hyderabad. This also brings the brand’s total storecount to nine across India. This expansion aims to make their premium modest fashion more accessible to both men and women.

The new Mashroo stores are located on Mohammad Ali Road, Jogeshwari Vaishali Nagar (Mashroo Man), Jogeshwari Vaishali Nagar (Mashroo Woman), and Mira Road in Mumbai, as well as in Abids, Hyderabad. These new locations join Mashroo’s existing stores in Byculla and Jogeshwari SV Road in Mumbai, Commercial Street in Bengaluru, and Tolichowki in Hyderabad, strengthening their presence in key fashion centers.

Mashroo’s recent expansion demonstrates the growing demand for modern, culturally inspired clothing, and the brand been at the forefront of reinventing modest fashion in India, says Junaid Khan, Co-founder and Chief - Designs, Mashroo. The brand delivers a seamless blend of elegance and everyday wear by fusing tradition with contemporary aesthetics, he adds.

Beyond India, Mashroo is also present in international markets such as the US, Canada, the UK, Australia, and Zimbabwe, with distribution operations in over 30 countries. The brand’s expansion reflects the increasing demand for modern modest wear, and these new store openings are designed to serve diverse communities while complementing their online presence.

Brands-To-Retail 25-03-19

Jockey launches first athleisure EBO in Kochi

An iconic brand known for its comfort and quality, Jockey has launched its debut athleisure store in India.

Located in Lulu Mall, Kochi, the EBO offers a dedicated retail experience focusing exclusively on the brand’s popular athleisure range. It caters to the customers’ demand for comfortable, stylish, and functional apparel that can be worn for both active and casual settings.

Featuring a modern layout, new Jockey Athleisure store offers the brand’s latest collection of performance-driven activewear, casual loungewear and accessories for men, women, and young adults. The range includes t-shirts, joggers, leggings, sports bras, hoodies, and track pants, all designed to transition seamlessly from workouts to everyday activities.

Crafted with high-quality fabrics, each item in this collection blends functionality with fashion to meet the needs of a dynamic lifestyle.

Brands-To-Retail 24-10-10

Jockey launches first athleisure EBO in Kochi

Libas achieves Rs 500 crore revenues in FY24

Marking a significant achievement in its growth journey, a prominent player in India’s ethnic wear market, Libas crossed the milestone of achieving Rs 500 crore revenues in FY24. To further strengthen its brand presence, the brand appointed Bollywood actress Kiara Advani as its brand ambassador, with an aim to leverage the expanding potential of India’s organised apparel sector.
Founded by Zivore Apparel, Libas has been operating on a bootstrapped model since its inception, steadily building a strong online presence on platforms like Flipkart and Myntra. The brand has also expanded offline, with 13 exclusive brand outlets (EBOs) and placements in over 400 large-format stores such as Lifestyle and Shoppers Stop.
Sidhant Keshwani, who took over the reins of the brand in 2013 as its CEO is determined to modernise the brand. Keshwani led the brand’s growth into the e-commerce sector by launching its online retail platform. Under his leadership, Libas achieved a 100 per cent Y-o-Y revenue rise to reach Rs 600 crore within eight years.
In May 2024, Libas raised Rs 150 crore from IAF Series 5, managed by ICICI Venture. The brand plans to use this capital to expand its omnichannel presence, increase offline retail footprint, and enhance marketing and technology capabilities. Last year, the brand’s investments in technology for its website and supply chain management led to Libas experiencing around, 60 per cent growth, notes Keswani.
Looking ahead, as the market continues to evolve and mature, India will witness the rise of several new remarkable companies in the next decade, he predicts.

Brands-To-Retail 24-10-07

Libas achieves Rs 500 crore revenues in FY24

Nobero to launch 25 standalone stores across India by FY26

A ‘fashleisure’ brand under TMRW House of Brands, Nobero plans to launch 25 standalone stores throughout India by FY 2026.

Previously focused on online sales, the brand has now forayed into physical retail with the launch of its first exclusive brand outlet (EBO) at Sarath City Mall in Hyderabad. This will help the brand strengthen its position in India's expanding casualwear market, as the athleisure and travel-inspired fashion sector continues to grow.

The brand’s stores will act as experience centre for customers and serve as key platforms for launching new collections and gathering immediate customer feedback, says Karthik Venkat, Co-founder, Nobero.

A part of TMRW House of Brands' broader omnichannel strategy, this expansion has already resulted in over 30 store openings across its various brands in recent quarters. The brand is expanding rapidly across both online and in-store channels, states Prashanth Aluru, CEO and co-founder, TMRW House of Brands. By FY 2026, Nobero plans to launch over 125 stores across its portfolio, providing a smooth shopping experience for customers.

Founded in 2020, Nobero will concentrate on major metropolitan areas, targeting high-potential locations that complement its existing online presence. Through this omnichannel approach, the brand aims to capture a larger portion of India’s evolving fashion market.

Brands-To-Retail 25-03-19

Peter England embarks on East India expansion with a store in Odisha

India’s leading menswear brand from Aditya Birla Fashion and Retail. Peter England expanded its footprint in East India by launching its latest flagship store in Odisha.

Located in Kharvela Nagar, Bhubaneswar, this 1,700-sq-ft store offers an unparalleled shopping experience to fashion-forward men in Odisha. It highlights the brand’s commitment to cater to the growing demands for high-quality affordable menswear in Odisha. By offering customers an access to brand’s celebrated fashion collection, the store reinforces Peter England’s leadership position in the Indian menswear market.

Besides its Gentlemen’s League Collection, the store also showcases the brand’s Yacht Club Collection designed for customers embracing the refined, smart yacht lifestyle. Besides, it also launches the Zodiac Collection, featuring an exclusive range of top wear inspired by the 12 zodiac signs.

Anil S Kumar, Chief Operating Officer, Peter England, says, offering the best of Peter England’s collections till date, the store ensures an immersive shopping experience for the brand’s customers. It also resonates with the fashion sensibilities of the region’s modern, discerning consumers, he adds.

The store launched with several exclusive opening offers, providing customers with an opportunity to add the finest Peter England styles to their wardrobes.

Brands-To-Retail 24-10-10

Peter England embarks on East India expansion with a store in Odisha

Celebrity-led apparel brands in India, a mixed bag of success

From Bollywood to the wardrobe, celebrity-led apparel brands have become a significant part of the Indian fashion landscape. But how far have these ventures truly succeeded? The allure of celebrity-endorsed products is undeniable, and India, with its star-struck culture, is fertile ground for such ventures. Celebrities leverage their fame and influence to launch brands that reflect their personal style, often targeting their fan base. While some have achieved remarkable success, others have struggled to find their footing.

The success formula…
While many celebs have launched their brands from time to time; from Salman Khan’s Being Human to Hrithik Roshan’s HRX not all have tasted success.
HRX by Hrithik Roshan for example is a success story. This activewear brand, co-founded by Hrithik Roshan, has become a major player in the Indian sportswear market. Its success can be attributed to several factors. First its authenticity as Hrithik's own fitness journey resonates with the brand's message, fostering trust and credibility. Quality and affordability is another plus as HRX offers a good balance of quality products at competitive prices.
The strategic partnerships as its collaborations with Myntra and other platforms have expanded its reach.

Ed-a-Mamma by Alia Bhatt is another such success. This conscious clothing brand for children, founded by actress Alia Bhatt, has seen rapid growth.
What has worked for Ed-a-Mamma is that it focuses on sustainability and ethical production, appealing to environmentally conscious parents. Alia's popularity, especially among young mothers, has driven brand awareness and sales. What’s more Reliance Retail's acquisition of a majority stake has in the brand provided it with significant resources and growth potential.

… some went wrong
Even as there are success stories there are some that have not been able to click. Wrogn by Virat Kohli for example, this youth fashion brand, despite initial hype, has faced seen its revenues drop. The reason is perhaps Wrogn's offerings haven't stood out in a crowded market, struggling to establish a unique identity. Also, the rapid expansion of celebrity-led brands has increased competition, making it harder to capture market share.
Similarly Being Human by Salman Khan an early starter, while initially successful, this brand has faced challenges in recent years. One reason is, the brand's presence across numerous categories has diluted its focus and impact.
The brand's association with Salman Khan, while initially a strength, has also become a vulnerability due to his controversial public image.

Shahid Kapoor’s Skult is another example of celeb brands not always working. This athleisure brand, launched in partnership with abof.com, ultimately failed to make a mark. One reason is its exclusive tie-up with abof.com restricted its accessibility and visibility. What’s more, Skult struggled to differentiate itself from other athleisure brands, including HRX.

Anushka Sharma’s Nush, a women's clothing line, focusing on comfort and affordability, had a relatively short lifespan. Nush faced stiff competition from established players in the affordable fashion segment. And the brand's marketing efforts were not as impactful as those of its competitors.

Rheson, the high-street fashion brand, launched by Sonam and Rhea Kapoor, initially generated excitement but ultimately fizzled out. One reason is its pricing strategy. Rheson's pricing, while aiming for accessibility, may have been perceived as too high for its target audience. Moreover, the brand's offerings lacked a cohesive style and failed to establish a strong identity.

Key takeaways
The success and failure of these brands do outline certain points for others who will follow.

Authenticity is crucial: Successful celebrity brands are built on a genuine connection between the celebrity and the brand's values.

Quality and affordability matter: Consumers are discerning and demand value for their money, even from celebrity-backed brands.

Strategic partnerships are essential: Collaborations with established players can provide access to wider markets and resources.

Building a strong brand identity is key: A unique brand identity helps differentiate the brand in a competitive market.

Adaptability is vital: The ability to adapt to changing market trends and consumer preferences is crucial for sustained success.

Thus the success of celebrity-led apparel brands in India is not solely dependent on the star power attached to them. A combination of factors, including authenticity, quality, strategic partnerships, and a strong brand identity, are crucial for long-term success in this dynamic market.

Brands-To-Retail 24-10-07

Celebrity-led apparel brands in India, a mixed bag of success

Triumph launches exclusively designed collection for International Women’s Day

Lingerie brand Triumph has unveiled an exclusive collection for International Women's Day, designed with a strong emphasis on all-day comfort and boosting confidence. This launch demonstrates the brand's dedication to connecting with its customers and celebrating modern women.

Women have always been central to everything that Triumph does, says Bhavin Devpuria, Head-Marketing (India & Sri Lanka). The brand creates each of its products keeping their needs, comfort and confidence in mind. This not only influences the brand’s collections but its approach to innerwear, he adds.

Triumph has launched a dedicated campaign for the collection, featuring a visual of women raising their fists, which symbolizes strength and determination while maintaining authenticity. The campaign's messaging aims to reinforce self-assurance in daily life, from making bold decisions to overcoming challenges.

The new collection is tailored to women balancing professional and personal responsibilities, reflecting the evolving lifestyle of Indian women. Triumph has maintained a retail presence in India for 23 years, operating over 1,500 sales points and reaching more than five million customers. This latest launch continues the brand's focus on functional and technically crafted lingerie, aligning with its global positioning in the intimate apparel market.

Brands-To-Retail 25-03-08

Relaxo Footwear to launch debut range of flip flops in The Philippines

India’s largest footwear manufacturer, Relaxo Footwear aims to make its debut in The Philippines with the launch of its iconic flip flops in this market. The brand currently operates in the Visayas and Mindanao markets.

For the last four decades, Relaxo flips flops have been renowned for their high quality and trust. Also known for their longevity and comfort, these flips flops are preferred by customers seeking durable footwear.

Ritesh Dua, Executive Vice President, Relaxo Footwears, says, the launch of these flip flops in Philippines showcases the brand’s dedication to deliver superior footwear solutions globally. The expansion enables Relaxo Footwear to introduce its gold-standard products in the Philippines market. The flip flops resonate with Filipino consumers seeking quality footwear at affordable prices, adds Dua.

Relaxo flip flops entry into the Philippines market reaffirms the company’s mission to offer premium footwear solutions worldwide, underscoring its commitment to innovation, quality, and customer satisfaction.

Brands-To-Retail 24-10-08

Anita Dongre collaborates with Barbie for a special Diwali doll

Indian designer Anita Dongre has collaborated with world renowned toy brand Barbie to design a special doll for the Diwali season, one of the India’s most significant celebrations.
Highlighting the rich cultural heritage of India, the ‘Diwali Barbie’ doll is dressed in a Moonlight Bloom set, featuring a traditional choli top, a flower adorned Koti vest and a lehenga skirt embellished with floral motifs like dahlias, jasmine, and lotus flowers. The doll also adorns traditional Indian accessories such as golden bangles, glittering earrings and a bindi with its packaging further enhancing the Diwali spirit.
Expressing her admiration for Barbie as a fashion icon, Dongre notes, representing fearlessness, ambition, and aspiration, the toy brand empowers women to follow their dreams. Designing a doll for this label was a meaningful experience, as both brands share a common vision to encourage women to celebrate their individuality and heritage, she emphasises.
Krista Berger, Senior Vice President - Barbie and Global Head –Dolls, Mattel, explains, much like Barbie herself, Dongre’s label also stands as a symbol of women’s empowerment and representation. Focusing on the upcoming Diwali season, Barbie’s collaboration with Dongre, aligns perfectly with the brand’s mission to promote a multidimensional view of beauty and fashion.
A major fashion powerhouse from India, Dongre is known for her brand’s ethos of ‘Fashion for Good Rooted In Rajasthan.’ Her designs blend traditional Indian craftsmanship with contemporary aesthetics, drawing inspiration from Rajasthan’s vibrant and colorful culture.

Brands-To-Retail 24-10-05