In India, women are the fashion market, and it’s not just their outfits that matter.
“It’s their fashion, too,” says Sunil Duggal, founder of the website FashioningIndia.com.
“When a woman is wearing a dress, that’s a very big deal.”
Women’s fashion has grown to include a wider range of styles, including tank tops, jackets and dresses.
But fashion in India is far from exclusive to women.
“There are women in India who wear their favourite pieces in their everyday life,” Duggals said.
“The reason is because women like to be in control of their own looks.”
While fashion trends are more popular in Europe, China and the US, Indian women like fashion more than anywhere else.
“In India, it’s a global trend,” Duggle said.
And it’s one that has caught the eye of brands.
“I think they are very conscious of the global fashion movement,” Dughal said.
Brands are looking for a way to engage with India’s women and make their products available in a way that’s more affordable and accessible.
“We are a very global country and the way we are seeing the world changing is global,” Dutchal said of India’s fashion trends.
“Women have to be more independent and take on their own style, even if it’s an old piece of clothing that is not particularly trendy anymore.”
“I would think women in a country like India have an edge in terms of the way they dress,” Daughal said, citing their love of casual clothing.
The fashion industry, which is also dominated by men, is a niche that has been growing over the past few years, Duggala added.
“Indian women are very fashion savvy,” Dugals said, and are also more attuned to trends than their Western counterparts.
For example, the brand H&M has partnered with the Indian fashion magazine Mango for a collection that includes more than 60 pieces.
“H&M is always thinking outside the box, and they are creating a line of clothes with more contemporary fabrics,” Diggals said of the brand.
“They are looking at India as a destination for a brand, and we want to make that a reality.”
With a population of just over 3.5 billion, India is the second-largest country in the world after China, and the country has the largest number of women working in the global business.
“With all the attention being given to fashion and trends in India, you have to keep an eye on your own brand,” Dutgals said in an interview with Mashable.
“You have to make sure your product is available in India.”