An India-based fashion brand Styched has forayed into the international market with the launch its new collection, ‘The Styched Collective’ in the UAE market. Currently available on the brand’s dedicated D2C website and leading platforms like Amazon and Noon, the collection is scheduled to be expanded to other marketplaces.
Pioneering a zero-waste, sustainable approach to fashion, Styched boasts patented production-on-demand technology, eliminating the need for extensive inventories and warehouses. Durga Dash, Co-founder highlights their revolutionary model, which minimises environmental impact while ensuring meticulous craftsmanship for each garment.
Partnering with esteemed entities like the Dubai Chamber of Commerce and leveraging influencer collaborations, Styched aims to promote sustainable fashion practices and foster positive change in the region. Dash emphasises their innovative retail approach, hinting at the forthcoming launch of physical stores and hybrid shopping experiences in the UAE.
Looking ahead, Styched plans to expand into offline retail and other GCC countries, beginning with Saudi Arabia. Their diverse offerings, spanning Western casualwear, athleisure, and footwear, cater to the region's varied demographics. Notably, Styched offers unparalleled customisation options, allowing customers to tailor garments to their preferences.
In a burgeoning market projected to reach $5 billion by 2027, Styched fills a vital niche for affordable yet stylish fashion with a personal touch. Embracing sustainability and community-building, the brand aims to cultivate a vibrant network of fashion enthusiasts and influencers aligned with their eco-conscious vision.
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Renowned designer Manish Malhotra presented his exclusive collection 'Banaras,' at the fashion show titled, ‘Banaras-A Tapestry of Indian Culture and Culture. The fashion show was held as a part of the ‘Prayas Dharohar Kashi Ki’ event by the Indian Minorities Foundation at the Namo Ghat in Varanasi, India.
The primary objective of this event was to promote and preserve the traditional Banarasi handloom craft while expanding its global reach. Set against the serene backdrop of the Ganges at Namo Ghat, this unique event held emotional significance as it marked the first-ever fashion show at this iconic location, thereby supporting the Bunkar community and skilled artisans of Varanasi. It was a celebration of blending traditional Indian craftsmanship with contemporary aesthetics.
The runway was graced by Bollywood stars Ranveer Singh and Kriti Sanon, elegantly adorned in Banarasi traditional attire crafted by Manish Malhotra. Kriti Sanon, resplendent in regal Indian red silk, epitomised the finesse of India's weaving tradition, while Ranveer Singh exuded charisma in a vintage purple Banarasi shikargah sherwani, paired with a silk kurta and dhoti. A total of 40 models showcased the distinctive Banarasi handloom collection, meticulously curated by Malhotra.
The ambiance of the show was elevated as models walked barefoot, their styling intricately weaving cultural identity through the adornment of mogras and bindis. The event saw attendance from diplomats, ambassadors, renowned fashion designers, Bollywood celebrities, and dignitaries, further emphasizing its significance.
Malhotra's dedication to support the skilled Bunkar community of Varanasi reflects his commitment to conserving the heritage of handloom and promoting sustainable fashion globally. During the event, 40 bunkars, including 2 Padma Shri awardees, were honored for their exceptional contributions to promoting and preserving Varanasi's rich craft.
Malhotra also unveiled his forthcoming endeavor: an exclusive collection curated to showcase Banarasi handloom at his Delhi Flagship Store, furthering his commitment to the cause. The event aligned with campaigns like #VikasBhiVirasatBhi and #KashiSangam, aiming to develop and preserve India's cultural legacy.
India’s luxury market is projected to be worth$90 billion by 2030, a staggering 3.5 times its current size, says a report by Bain & Co, a consulting major. Covering a range of products from personal luxury goods to home decor, the luxury goods market in India is poised for remarkable growth. And within this landscape, personal luxury goods alone constitute a $4 billion market.
Key findings
The study states, Indian luxury market is experiencing a boom, driven by a growing number of ultra-high net worth individuals (UHNWI) and a rising middle class. The market is expected to reach $85-90 billion by 2030, making it the world's fastest-growing luxury market.
There is a significant evolution in India's luxury market, marked by a surge in HNIs and UHNWIs. Notably, there is now a shift, with consumers, who once sought luxury abroad, turning their attention to India," says Anurag Mathur, partner at Bain & Co.
E-commerce is playing a big role in the luxury market, making it more accessible to consumers across India. One major catalyst for growth are consumers who are increasingly looking for experiences and meaningful stories behind luxury products. There is a growing demand for luxury cars, homes, and jewellery with both established and emerging brands vying for a piece of the pie. In fact, in 2023, luxury car sales witnessed a record high of 42,731 units, a 20 per cent year-on-year increase. What’s more, as per real estate consultancy JLL India reports a 51 per cent growth in sales of luxury homes valued at Rs 50 crore and above in 2023.
Growth drivers
Rise of the affluent middle class is one major catalyst. Increasing disposable incomes and aspirations are leading more people to seek luxury goods. The study reveals, the number of UHNWIs with assets exceeding $1 million is projected to reach 16.5 lakh by 2027, up from 7.9 lakh in 2022. Then there is this trend of ‘revenge spending’ post-pandemic is fuelling indulgence in luxury purchases.
Meanwhile, expansion of e-commerce platforms like Tata CLiQ Luxury are making luxury goods more accessible to a wider audience. This coupled with opening of ultra-luxury retail destinations like Jio World Plaza in Mumbai is attracting global brands and offering a world-class shopping experience.
Booming demand across sectors
In fashion segment, global luxury brands like Louis Vuitton, Dior, and Gucci are witnessing robust sales, while domestic designers like Sabyasachi Mukherjee are expanding their reach. Similarly in jewellery sale of Bulgari's mangalsutra, a traditional Indian necklace, have been brisk, reflecting a growing appreciation for local design elements within the luxury segment. "We are probably the only global jeweller to have Indian products such as the mangalsutra and the kada," says Jean-Christophe Babin, CEO of Bulgari. Swiss watch exports to India jumped 16 per cent in 2023, and retailers like Ethos Watch Boutiques are experiencing significant growth. In cars, luxury carmakers such as Mercedes-Benz, Audi, and BMW reported stellar sales figures in 2023, with the overall segment growing by 28 per cent.
Challenges and the road ahead
One major challenge is the limited quality retail space. India needs more high-end infrastructure to accommodate the growing demand for luxury brands. Also, luxury brands need to stay updated on the changing tastes and aspirations of Indian consumers. “Infrastructure and distribution channels required for a luxury boom are still a challenge, but once we bridge that gap, India will be on the rise,” says Sabyasachi Mukherjee, Indian fashion designer.
The Indian luxury market is poised for continued growth, due to a combination of factors. With increasing affluence and a growing appetite for luxury goods, India is expected to become a major player in the global luxury market. However, addressing infrastructure challenges and providing a seamless customer experience will be crucial for sustained growth.
India’s fashion scene is witnessing a resurgence of ethnic wear, particularly evident in the booming Indian wedding wear market. This segment is not just about extravagant celebrity looks but a carefully curated blend of heritage crafts and contemporary sensibilities.
Market size and growth
While specific figures for bespoke and ready-to-wear are unavailable, India's wedding wear market is estimated to be worth over Rs 70,000 crore ($8.4 billion) and is projected to grow further. India is the second-largest market globally, only behind the US. And as per Clothing Manufacturers Association of India (CMAI) estimates, bridal wear constitutes 10-12 per cent of the total clothing market, highlighting its significance. Studies indicate, the international wedding market is projected to grow from $61.1 billion in 2023 to $83.5 billion by 2030.
In India, the segment is experiencing significant growth, with projections suggesting a CAGR in the range of 4-5 per cent. This growth is due to several factors like a rising middle class, increasing disposable income, and a growing appetite for designer wear.
Impact on traditional crafts
The demand for bespoke bridal wear has led to a renewed interest in traditional Indian crafts like embroidery techniques (zardozi, chikankari, etc.) and textile weaving (kanjeevaram, banarasi saris). High-end designers are creating exclusive, handcrafted wedding outfits, reviving traditional embroidery techniques like kalabatttu among others this empowers artisans and keeps these age-old practices alive.
Brides too are opting for multiple custom-made pieces reflecting their personal style and heritage. This trend is leading to the growth of bespoke couture by designers like Sabyasachi Mukherjee, Manish Malhotra, Anita Dongre among others, with prices ranging from Rs 50,000 to astronomical undisclosed figures. In fact, designers are reinterpreting traditional silhouettes and embellishments to create contemporary looks. This caters to the evolving preferences of millennial brides who seek personalized designs that reflect their individuality. For example, designer Anita Dongre's focus on lightweight lehengas with pockets, is a welcome change from the traditionally heavy styles. As Yash Dongre, President, House of Anita Dongre, points out their focus has always been on functionality and comfort as brides are uncomfortable wearing heavy lehengas. Also, the focus on intricate craftsmanship and personalization elevates wedding wear into heirlooms, passed down through generations.
The tiered landscape, metros vs. non-metros
The market caters to a diverse clientele. While metros witness higher demand for luxury couture, Tier II and III cities have a thriving market for ready-made designer wear and traditional ensembles. Brands like Manyavar and Roopam offer affordable options, making designer aesthetics accessible to a wider audience. As Rahul Mehta, Chief Mentor, CMAI explains, earlier weddings would be the occasions to wear formal tie-suits. The introduction of affordable Indian ethnic designer wear has been a game-changer.
While established designers garner significant attention, the commercial market is a major player. It offers a wider range of wedding wear options at accessible price points, making designer aesthetics more attainable for a larger audience. Experts point out, commercial brands contribute to a higher overall turnover compared to high-end designers. Unlike bespoke pieces, commercially produced outfits can be worn for multiple festive occasions, offering better value for money.
A flourishing fashion trend
This isn't a fleeting fad. The rise in disposable income, cultural revivalism, and growing emphasis on individuality are driving forces behind the market's sustained growth. Marriages are no longer one-day affairs, with pre-wedding functions creating further demand for occasion wear.
In fact, the growing appreciation for Indian heritage and the revival of ethnic wear suggest a long-term trend, not just a fad. Then there is Bollywood’s influence where weddings continue to be a major trendsetter, influencing the choices of younger generations. Moreover, increasing disposable income of middle-class families fuels demand for elaborate wedding celebrations and designer wear. The moot point is, Indian wedding wear market is not just about exorbitant couture; it's a story of cultural revival, economic empowerment, and the constant evolution of a nation's sartorial identity and this is not just a passing fad.
The fashion sector in India is undergoing a dramatic shift, with runway trends and ever-growing influence of social media stars. A new report by EY and Collective Artists Network's Big Bang Social gives an insight into influencer marketing boom, with a projected 25 per cent growth in the sector this year alone. This growth is largely driven by the fashion, lifestyle, and beauty industries, making it a goldmine for brands looking to tap into a hyper-connected consumer base.
The report, ‘State of Influencer Marketing in India’ is based on a survey of over 2,000 participants, including brands, creators, and industry professionals. It reveals a country on the cusp of a social media shopping revolution. With a staggering 740 million active smartphones expected in India by 2030, and half of mobile usage dedicated to social media, influencer marketing has become an essential weapon in the marketer's arsenal.
Fashion and lifestyle lead the charge
The report highlights the dominance of fashion, lifestyle, and beauty brands in propelling the influencer marketing growth. These segments understand the power of influencers to showcase products in a relatable and aspirational way. Consumers, particularly younger demographics, trust the recommendations of influencers they follow, making them valuable brand ambassadors.
Brands embrace influencer power
Over 70 per cent brands are already actively investing in influencer marketing, and this number is only set to rise. The report highlights a significant shift in strategy, with three-quarters of brand strategies incorporating influencer marketing and 75 per cent of brands planning to maintain or increase their budgets in 2024. Interestingly, brands are prioritizing engagement over direct sales, focusing on influencers who resonate with their target audience and generate genuine connections. This is leading to a rise in the popularity of micro and nano influencers, who boast higher engagement rates despite their smaller followings.
The report advises a strategic approach, leveraging established mega/macro influencers for brand awareness and loyalty, while using micro/nano influencers to drive deeper audience engagement. This targeted approach allows brands to cater to specific demographics and interests, creating a more impactful marketing message.
What’s more the influencer marketing landscape is not just about established names. The rise of short video platforms like Chingari and MX TakaTak is introducing new avenues for brands to connect with consumers, particularly in non-metros. These platforms, dominated by a younger, male demographic, are broadening the creator base and introducing fresh content formats.
Key takeaways from report
Increased investment: Over 70 per cent of brands are already investing in influencer marketing, and 75 per cent plan to incorporate it into their future strategies.
Shifting priorities: Brands are prioritizing engagement and awareness over direct sales conversions when selecting influencers.
Rise of micro and nano influencers: Almost 47 per cent brands favor micro and nano influencers due to their cost-effectiveness and high engagement rates.
Performance-based compensation: The traditional fixed fee model is evolving, with brands exploring performance-linked models to ensure accountability.
Emerging platforms: While Instagram and YouTube remain dominant, platforms like Chingari and MX TakaTak are gaining traction with new consumer segments.
However, despite the positive outlook, challenges remain. Marketers struggle to measure the return on investment (ROI) of influencer campaigns, while influencers prioritize building audience loyalty and maintaining credibility. Addressing these challenges will be crucial to ensure the sustainable growth of the influencer marketing industry in India. With a clear understanding of these challenges and a focus on innovative strategies, influencer marketing is poised to be a game-changer for brands and creators alike, particularly in the fashion, lifestyle, and beauty sectors.
Couturier and ready-to-wear designer Manish Malhotra’s newly launched collection at his Dubai Boutique offers the designer’s classic take on glamour.
Titled, ‘The World Collection,’ the range blends global aesthetics with the UAE’s signature hues of back and gold. The collection was unveiled with a campaign shot in Mumbai with models including Eugeniya Belousova, Alicia Kaur, and Mahieka Sharma, etc.
‘The World Collection’ features a range of floor length gowns with matching veils and headwear. The gowns are embellished with gold lacework and floral embroidery making them look like a piece of jewelry or armor. Blending classic South Asian, Middle Eastern, and Western silhouettes, the collection caters to the diverse clientele of Malhotra’s Dubai flagship store.
Malhotra opened an exclusive brand outlet on Fashion Avenue inside Dubai Mall
in December last year to connect with non-resident Indians in the area, locals, and tourists alike. Spread across 5,000 sq ft, the store has been designed by celebrity interior designer Gauri Khan who worked with the eponymous designer himself.
India's vibrant textile heritage and booming fashion industry have fuelled a growing demand for skilled professionals. Fashion education plays a crucial role in bridging this gap, but how does it fare on the global stage?
India’s fashion education sector is booming, with over 3,500 institutes offering programs across design, technology, and management as per All India Council for Technical Education (AICTE). India boasts of a robust network of fashion schools, with the prestigious National Institute of Fashion Technology (NIFT) leading the pack. NIFT consistently ranks among the world's top fashion schools, according to Business of Fashion Global Fashion School Ranking 2023. However, a vast number of private institutions offer varying levels of quality.
Courses span diplomas, undergraduate and postgraduate degrees, catering to diverse interests and career aspirations.
Table: Course offerings
Program level |
Description |
Example institutions |
Undergraduate degrees (B.Des, BFTech) |
Comprehensive programs in fashion design, technology, and management. |
NIFT, Pearl Academy, Symbiosis Institute of Design (SID) |
Diploma courses |
Skill-oriented programs focusing on specific areas like pattern making or fashion illustration. |
Numerous private institutes across India |
Certificate courses |
Short-term programs for beginners or skill enhancement. |
Design institutes, online platforms |
Challenges and opportunities
The industry demands graduates with a blend of creative vision and business understanding and technical skills. Many institutions struggle to bridge this gap. Integrating business courses into the curriculum is crucial. For example, The Pearl Academy, known for its fashion programs, recently launched a "Centre for Creative Entrepreneurship" to equip students with business skills for the fashion industry.
Sustainable practices, digitalization, and technological advancements need to be woven into the curriculum to prepare graduates for the evolving industry. Opportunities lie in incorporating sustainable practices, embracing technology (3D printing, digital design), and fostering entrepreneurship. The need is to democratise this education. As designer Ritu Kumar says, “There's a huge opportunity for Indian fashion education to embrace sustainability and cater to the growing demand for eco-conscious clothing."
Making quality education accessible beyond Tier-I cities and through online or blended learning models can tap into a wider talent pool.
Strengths and need for improvement
India’s strength is its technical expertise as fashion schools in the country have a strong emphasis on technical skills like draping, pattern making, and construction, which are valued globally. Moreover, India's rich textile heritage is embedded in the curriculum, giving graduates an edge in understanding fabrics and materials.
However, certain areas need improvement. One of them is business acumen as integrating business management, marketing, and branding courses will equip graduates to navigate the commercial side of fashion. Also there is a need for global exposure among student. More international exchange programs and collaborations with renowned fashion schools will broaden student horizons.
The Indian fashion industry is projected to reach $300 billion by 2025 as per IBEF, creating a strong demand for skilled professionals. While there are a growing number of graduates, some may lack industry-specific skills, requiring additional training or upskilling program. The demand for skilled fashion professionals is high, especially with the growth of e-commerce and the domestic fashion market. However, concerns exist regarding the employability of graduates from less-established institutions.
Investing in robust fashion education that fosters creativity, business acumen, and global awareness will be instrumental in propelling India's fashion industry to the forefront of the global stage.
Ethnic fashion brand, Libas plans to expand its D2C footprint in collaboration with eCommerce enabler GoKwik.
Leverging its collaboration with GoKwik, Libas aims to optimise the checkout experience for shoppers by leverging the KwikCheckout solution. This one-click checkout solution will help Libas provide customers a hassle-free shopping experience thus driving increased conversions and customer satisfaction, says Sidhant Keshwani, Founder and CEO.
Through KwikCheckout shoppers can bypass the step of logging in every time they shop from a website. Moreover, 1 in every 3 eCommerce shoppers is already shopping on GoKwik’s network. As a result, GoKwik also prefills up to 85 per cent of addresses, reducing drop-offs that come at the address page. With industry best payment success rates and high payment assurance, merchants on
KwikCheckout are able to unlock higher conversion rates and revenue growth.
Reflecting the benefits of the partnership, Libas is already seeing a 10 per cent rise in conversions, and prepaid transactions.
Renowned Indian designer Manish Arora has made his debut in the United States fashion market by launching his inaugural solo exhibition in Atlanta, Georgia.
Launched on March 27, the collection delineates Arora’s colorful journey in the world fashion. It showcases a wide range of looks from his dynamic collections over the years.
Dubbed 'Life is Beautiful', the exhibition urges visitors to immerse themselves in the Arora's effervescent world. It captures his three cherished emotions: happiness, joy, and celebration—integral elements that adorn life with beauty.
Among the highlights of the exhibition is Arora's acclaimed film 'Holi Holy' (2013), which delves into the rich tapestry of Indian traditions surrounding widowhood, offering a profound cultural exploration alongside his exuberant fashion displays.
Collaborating closely with Rafael Gomes, Creative Director, Scad Fash, Arora meticulously curated a selection of his most iconic creations for the showcase. Notable pieces include the striking 'Indian Scottish Kilt' from his spring/summer 2008 collection and the illustrious 'Incredible India' ensemble from spring/summer 2006, each emblematic of Arora's bold aesthetic and innovative spirit.
The collection enables Arora to offer a burst of color and creativity to the American audience, leaving an indelible mark on the fashion landscape of the United States.
Designer Sabyasachi Mukherjee says, India’s luxury sector saw a massive growth of 33 per cent across segments over the past one year, with jewelry sales growing at about 76 per cent.
The designer presented an exclusive collection of jewelry, clothing and other accessories at Saks Fifth Avenue’s new Beverly Hills flagship from March 7-16, 2024. He also launched a limited edition lipstick collection, to be exclusively available at Selfridges during the month.
Last yearMukherjee opened his largest flagship store in Mumbai and his first exclusive jewelry boutique at Taj Krishna in Hyderabad, India. He also collaborated with global eyewear brand Morgenthal Frederics and Bergdorf Goodman. Looking ahead, Mukherjee plans to introduce more entry-level categories, with an aim to establish a truly global Indian luxury brand.
Meanwhile, Gautam Sinha, Founder, Nappa Dori, plans to expand the brand’s operations to Europe and the Middle East. It plans to launch its second store in London besides enhancing operations in Dubai.
Uzma Irfan, Director-Corporate Communications, Prestige Group, notes, demand for luxury Indian brands is on a rise, leading to the UB City mall in Bengaluru being fully occupied. To expand their operations, indigenous luxury brands plan to expand into newer malls.
Pushpa Bector, Senior Executive Director, DLF Retail, highlights, the lndian luxury landscape is expanding beyond weddings with notable designer brands like Arpita Mehta, Jayanti Reddy, Dabiri, and Anushree Reddy establishing their presence in malls like Emporio in Delhi.