Value of women's apparel market in India 2018, by category

Salwar kameez dominated the Indian women's apparel market with a market size of over 440 billion Indian rupees in 2018. Saree also remained popular with a market value of over 400 billion rupees in that year. Western attire such as tops, shirts, or denim had a significantly lower market value with less than 30 million rupees each.

India’s apparel market

Along with a growing population, India’s apparel market is expected to grow significantly in the years to come. While men have a slightly higher share in the subcontinent’s apparel market, the retail of women’s apparel is expected to catch up, so that in 2025 women’s apparel may dominate the market. Although India’s apparel retail mostly takes place in traditional retail settings, e-tailing of fashion is emerging as a new stronghold in the market. Considering the ongoing coronavirus pandemic, new technologies such as online fitting options may emerge as game-changers in apparel retail.

Ethnic attire of India

  While India’s male population preferred western apparel over ethnic apparel, India’s women showed a preference for ethnic attire. The salwar kameez, composed of wide trousers, a dress-like kurta, and usually a long stole is a particularly comfortable dress. The elegant saree is among the most recognizable piece of female apparel on the subcontinent, with each region having its own unique draping style. Festivals, special occasions, and weddings were the most important occasions for purchasing new ethnic attire. In contrast, personal choice for ethnic attire plays a rather minor role for women in India.