According to approximations, the total market in India is calculated to be about Rs 20,000 crore. The branded Fashion market’s size is nearly one fourth of this or Rs 5,000 crore. Designer wear, in turn, covers nearly about 0.2 % of the branded apparel market. Today the largest sales turnover within the designer wear segment is about Rs 25 crore, with other well-known names having less turnovers of Rs10-15 crore.
Fashion in India is a fastly growing industry with international events such as the India Fashion Week and annual shows by fashion designers in the major cities of the country. There are victories of a number of Indian beauty queens in International events such as Miss World and Miss Universe contests which have made Indian models recognized worldwide. Fashion designers such as Ritu Kumar, Ritu Beri, Rina Dhaka, Rohit Bal, Muzaffar Ali, Satya Paul, Abraham and Thakore, TarunTahiliani, JJ Valaya and Manish Malhotra are some of the well known fashion designers in India.
India Fashion Industry covers a whole range of clothing from ornate clothes designed for wedding ceremonies to prêt lines, sports and casual wear. It even includes the traditional Indian techniques of embroidery like chikhan, crewel and zardosi. These traditional weaves and fabrics are used by Indian designers to create Indo-western clothing in a fusion of the best of East and West. Sarees are woven in silk, cotton and artificial fibres. Kanjivaram, Mysore, Paithani, Pochampalli, Jamdani, Balucheri, Benarasi, Sambalpuri, Bandhini are some varieties of beautiful sarees from different regions of India. In Rajasthan and Gujarat men wrap and twist a length of cloth in the form of a dhoti around their lower limbs and a shirt-like kurta. Colourful turbans complete the picture of theIndian people.
“The Indian audience will take time to adapt to the new kind of fashion which does not necessarily adhere to what they are used to. It is a slow transition, but it is happening.” Kashish Gupta Founder of Serendipity
In urban India, the women commonly wear salwar kameez and the churidarkameez, is worn by women who go to work and the saree is worn on formal occasions. Men wear kurtas and pajamas, or a sherwani for formal wear.
Western wear such as shirts and trousers are commonly worn by men across India. Jeans, T-shirts, capris, bermudas are the kind of casual clothing worn by the young and the young at heart, who are the trendsetters of fashion in India.
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