Chasing luxury segment and young consumers, global fashion brands flock to India
India's retail space has seen an unprecedented influx of global fashion and apparel brands, as these retailers rush to grab a share of the growing market. The momentum seen in 2024, which recorded a near doubling of international brand entries, is continuing into 2025, with a rapidly growing affluent population, rising disposable incomes, and an insatiable appetite for global trends and luxury goods.
Global brands set shop in India
The first half of 2024 set a strong precedent, with iconic names like French luxury fashion house Maison Margiela, Swiss multi-brand watch boutique TimeVallee, British menswear specialist Charles Tyrwhitt, and French salon brand Franck Provost entering India. This trend saw further boost throughout the year. As per report by JLL India, 27 new foreign retailers entered India in 2024, a significant jump from 14 in 2023.
And the categories leading this charge were fashion and apparel, footwear and accessories, and beauty and wellness, with 56 per cent of new entrants hailing from the EMEA (Europe, Middle East, and Africa) region. Delhi-NCR emerged as the preferred launchpad for over half of these brands.
Among the notable entrants in 2024 were UK-based fast-fashion giant Asos, which partnered Reliance Retail to debut on its e-commerce platform Ajio in August. American footwear and sportswear retailer Foot Locker entered in October with its first store in Delhi, a collaboration with Metro Brands (for physical stores) and Nykaa Fashion (for online operations). Dockers, the American apparel brand, made a re-entry through a partnership with Ace Turtle, opening its first store in Delhi in February 2024 and another in Dehradun in September, with ambitious plans for 20 stores within the next two years. The luxury segment also saw significant activity with US-based fashion brand Amiri and Italian luxury footwear brand Aquazzura debuting in India.
The momentum carries into 2025
Year 2025 has witnessed a continued stream of international fashion players setting up shop. French women's ready-to-wear brand Maje, part of the SMCP group, launched its first store in Mumbai in early 2025, brought to India by Reliance Brands. Its sister brand Sandro is also expected to follow soon. Spanish fast-fashion label Bershka, from the Inditex group (Zara's parent company), opened a store in Mumbai, adding to the competitive yet exciting fashion scene. French children’s wear specialist Jacadi Paris also marked its entry in Mumbai in Q1 2025.
Furthermore, American apparel brands Abercrombie & Fitch and Hollister are working on their India entry strategy in partnership with Myntra, with online sales slated for the second half of 2025 and physical stores expected to roll out progressively. Athleisure giant Lululemon Athletica from Canada is also among the highly anticipated brands preparing for an India launch this year. Shein also re-entered riding on Reliance Retail.
Table: New entrants their strategies and specialities
Brand Sector/Category Retail initiatives & plans (2024-2025) Indian partner Maison Margiela Luxury (Avant-Garde Fashion) Boutique store openings in prime luxury hubs. TimeVallee Luxury (Watches) Multi-brand boutiques in key metro cities. Charles Tyrwhitt Premium Menswear (Shirts) Standalone stores targeting business districts and high-street locations. Valentino Luxury Fashion Flagship store in Delhi (opened late 2024); Mumbai store planned for 2025. Reliance Brands Ltd. Balenciaga Luxury Fashion First store in Delhi (late 2023/early 2024), further expansion in other metros. Reliance Brands Ltd. Shein Fast Fashion (Online) Re-entry via online platform; potential for physical retail in the future. Reliance Retail ASOS Fast Fashion (Online) Online retail targeting young consumers. Reliance Retail COS Premium Minimalist Fashion Phased rollout of stores in major cities and online presence. Reliance Retail Old Navy Affordable Family Apparel Store openings and online platform launch from early 2025. Reliance Retail Foot Locker Athletic Footwear & Apparel First stores launched early 2025; expansion planned in key urban centers. Metro Brands & Nykaa Fashion Galeries Lafayette Luxury Department Store Flagship store in Mumbai (2025), followed by Delhi. Focus on experiential retail. Aditya Birla Fashion & Retail
Retail expansion a multi-pronged approach
These global brands are employing diverse strategies to woo the Indian consumer. Partnerships with established Indian retail players like Reliance Retail and Ace Turtle remain a popular and effective route. Ace Turtle, for instance, is not only facilitating Dockers' expansion but also plans to double the retail footprint for Lee and Wrangler in 2025, aiming for nearly 200 stores.
An omnichannel approach is paramount. Brands are focusing on a seamless experience across physical stores—ranging from flagship outlets in prime city locations to shop-in-shop formats—and robust e-commerce platforms. As Uzma Irfan, Director Retail, Prestige Group had observed, major international luxury brands are recognising the potential and are eager to establish their presence in the country. Mumbai, Delhi, and Bengaluru are becoming focal points for luxury retail. Many brands are chalking out partnerships, investing in flagship stores, and tailoring their offerings to cater to Indian tastes and preferences.
Experiential retail is another key focus, with brands transforming stores into engagement hubs. There's also a growing trend towards "affordable luxury" lines, allowing brands to attract aspirational buyers and cultivate long-term loyalty.
The allure of India
Several factors are working in tandem for this international retailgold rush.
1. Growing affluent class: India's growing number of high-net-worth individuals (HNIs) and a rapidly expanding middle class with increased disposable income are key drivers. A Knight Frank report in early 2025 projected continued strong growth in India's ultra-HNWI population.
2. Young demography & aspirational consumers: A large, young population that is highly connected, brand-aware, and aspirational provides a massive target audience for global fashion trends.
3. Untapped potential in TierII, III cities: While metros remain primary targets, brands are increasingly recognizing the growth potential in smaller Indian cities.
4. Improved retail infrastructure: The development of high-quality malls and retail spaces offers better environments for international brands to showcase their products. Retail leasing data for the full year 2024 showed sustained demand, particularly in the luxury and bridge-to-luxury segments, with projections for 2025 indicating continued growth.
5. Favorable demographics and economic growth: India remains one of the fastest-growing major economies, offering a more optimistic outlook compared to saturated Western markets. Reports from CBRE and JLL in late 2024 and early 2025 have consistently highlighted India as a bright spot for retail investment.
6. Strategic partnerships: The role of established Indian retail giants like Reliance Retail and Aditya Birla Fashion & Retail has been crucial. These local partners provide invaluable market expertise, distribution networks, and an understanding of the complex Indian regulatory landscape, de-risking market entry for foreign brands. In fact, the strategic moves by Reliance Brands Limited (RBL) and Aditya Birla Fashion & Retail (ABFRL) are particularly noteworthy. RBL has been instrumental in bringing a slew of luxury and premium brands like Valentino, Balenciaga, and potentially facilitating the re-entry of Shein and the launch of ASOS and COS. Similarly, ABFRL's partnership to bring Galeries Lafayette to India is a landmark deal set to elevate the luxury retail experience. These conglomerates are not just acting as master franchisees but are deeply involved in crafting bespoke entry strategies, from location selection to marketing, ensuring brands resonate with the Indian ethos.
A bullish outlook
The outlook for foreign fashion and apparel brands in India remains overwhelmingly positive. Industry reports released in late 2024 and early 2025 forecast that the Indian luxury market, in particular, is expected to continue its double-digit growth trajectory. The overall retail market is also projected to expand significantly.
While challenges such as navigating diverse consumer preferences across regions, high import duties, and intense competition persist, the long-term growth story of the Indian market is compelling enough for international brands to make significant, long-term commitments. As more global names plant their flags on Indian soil, consumers can look forward to an even wider array of choices and sophisticated shopping experiences, further cementing India's position on the global fashion map. The enthusiasm noted in 2024 has clearly translated into concrete actions, painting a vibrant picture for the Indian retail sector in 2025 and beyond.
