A comprehensive sustainability report

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Mapping
sustainability
potential
Indian Apparel Market Segments and Brands
udith Kujur

2. Overview
The background of the insights come from report The State of Fashion 2019, McKinsey & Co , which talks of
trending Indian Apparel market due to its high growth with focus on women’s wear, e retail, international brands
India Sustainability Report 2020,the SU.RE project , talks of consumer’s awareness and understanding, practices in
sustainable fas on. Importantly, it gives insights into the sustainability goals of major brands in India .
Building Sustainable Businesses in the Growing Domestic Market, Technopak talks of deeper and wider segmentation
based on consumer needs and a look into some of those. It names some international brands entering Indian
market

3. Backdrop
1
India ascent- High growth projection. More
international brands enter indian market.
Focus on womens wear & ecommerce
The State of Fashion 2019, McKinsey & Co
2
Major Indian brands have pledged to
source/utilize a substantial portion of their
total consumption using sustainable raw
materials and processes, by the year 2025
Project SU.RE August 2019
3
57% of Indian consumers were aware of
sustainable fashion and recalled labels.
India Sustainability Report 2020
4
Indian apparel market is moving away from
the traditional segmentation to a much
deeper and wider segmentation based on
consumer needs.
Building Sustainable Businesses in the
Growing Domestic Market, Technopak

4. Indian Ascent in Global Apparel trends
India is increasingly a focal point for the fashion industry,
reflecting a rapidly growing middle-class and increasingly
powerful manufacturing sector. These, together with
strong economic fundamentals and growing tech-savvy,
make India too important for international brands to
ignore.
The State of Fashion 2019, McKinsey & Co

5. Key focus
0
1
Womens wear
70 % sales 2017 were traditional clothing.
Appetite for Western styles is likely to
increase, At present its a mix of Indian and
Western sensibilities across the spectrum
0
2
E-commerce , AI solutions
“Personalisation and curation, based on
personal taste will become a lot more
important,” Ananth Narayanan, Myntra, a
fashion e-commerce player
0
3
international fashion brands
more than 300 international fashion brands
are expected to open stores in India in the next
two years.

6. Project SU.RE August 2019
SU.RE project is pledged by Minister Smriti Irani, Clothing
Manufacturers Association of India (CMAI), United Nations
in India+IMG Reliance, The organizers of Lakmé Fashion
Week to source/utilize a substantial portion of their total
consumption using sustainable raw materials and processes,
by the year 2025.Importantly, it gives insights into the
sustainability involvement & goals of major brands in India
.the SU.RE project provides a platform which could be a
springboard for a comprehensive, holistic and combined
effort on part of the fashion industry. The India Sustainability
Report is an important first step in this direction—to
understand what the consumer thinks and understands
about sustainable fashion.
India Sustainability Report 2020, SU.RE

7. 0
2
Survey Findings

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Some major brands involved in sustainability
Aditya Birla Retail
Arvind Brands
Future Group
Lifestyle
Westside
Raymond
Levi’s
Spykar
Fab India
W
Good Earth
House of
Anita Dongre

9. Niche segmentation
With the back drop of changes, Indian apparel market is
moving away from the traditional segmentation to a much
deeper and wider segmentation based on consumer needs.
Indian apparel market can be broken up into men, women and
kids, but within each there are a number of segments that are
emerging reflecting changing needs.
Building Sustainable Businesses in the Growing Domestic
Market, Technopak

10. Market
segments
With a market size of INR 87,500 crore (USD 16
billion) in 2012, menswear is the largest segment
in India’s apparel market, accounting for 42% of
the overall market. In comparison, womenswear
makes up 38%, while kidswear comprises 20%, of
the market.
42%
Men’s
wear
38%
Women’s wear
20%
Kid’s wear

11. Women’s market, Technopak
Indian ethnicwear, which includes saree,
salwar kameez, and blouse, is the biggest
category within the segment with a 75% share
of the entire womenswear market.
With increasing women in the workforce,
trend indicates the growing acceptance of
women’s dresses and western formal wear.
Other high growth categories are denim at
CAGR of 17%, women’s innerwear at 14%,
and tops/shirts/T-shirts at 11%

12. Men’s market, Technopak
The woven shirts category is the single largest
within the menswear market, followed by
trousers and denim.
Denim, activewear and T-shirts are high
growth categories within menswear segment
with CAGRs of 16%, 14%, and 12%
respectively
The demand for ethnic dressing at special
occasions like marriages and social functions is
also a distinct trend. Many brands have
specifically forayed into men’s ethnicwear to
cater to this demand.

13. Kids wear market, Technopak
Kids wear is a major category with few
established players.
Very few brands namely Lilliput, Gini and
Jony, Catmoss, Benetton, Disney, Barbie.
Some brands have extended into this category
though not very successfully i.e. OYO by
Spykar, Zapp by Raymond(closed down).
It still holds a large opportunity which is
clearly untapped. Some sustainable brands are
Greendigo, Maselo,

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Segments with High Growth Potential
Women’s wear
Kids wear
School uniforms
Youth fashion
Casual wear
Active wear
Plus size clothing
Youth fashion
Inner wear

15. Contemporary ethnic work wear
sub-categories within women’s ethnicwearare emerging as promising
business opportunities. The demand for contemporary ethnicwear with
trendy look and comfort elements is accelerating. Even the traditional
ethnicwear subcategory is witnessing the entrance of a growing number of
organized players who assure the desired quality and right fit. The fusion of
western style and cuts and even knitted fabrics with basic Indian ethnic
designs is another noticeable trend in the womenswear market.
01 | W
02 | BIBA
03 | Fab India
04 | Westside
05 | House of Anita Dongre

16. Contemporary urban women’s workwear
With increasing women in the workforce, and the growing economic independence of women,
the demand for women’s westernwear is at an all-time high, This trend is expected to continue as
more women enter into the workforce or aspire to follow the lifestyle of working women. Within
working women, there is a clear trend indicating the growing acceptance of women’s dresses and
western formalwear. The working women in the metros and mini metros, in addition to
traditional sarees and salmar kameez, are moving towards dresses, formal suits, and business
attire.Though these markets may remain relatively small, they are expected to grow rapidly.
01 | W
02 | H&M
03 | M&S
04 | Allen Solly
05 | House of Anita Dongre

17. Men’s shirts and work wear
Menswear consumers are in a phase of transition; they no
longer want to stick to wearing apparel of defined styles and
silhouette but also want to experiment with the look of the
clothing. The menswear segment is also witnessing an increase
in the demand for colored bottomwear. Another interesting
trend in the menswear market is the steady growth in the
premium tailoring segment comprising the fashion designers
and the bespoke / luxury segment
01 | Aditya Birla brands- Louis Philippe, Van Heusan, Allen
Solly, Peter England
02 | Fab India
03 | Arrow
04 | Blackberry’s
Parx, Park Avenue by Raymond,

18. Denim & Casual wear
01 | Arvind Lifestyle brands- Gap, Tommy Hilfiger,
U.S.Polo Assn, UNLIMITED, Calvin Klien
02 | Levi’s Strauss & Co
03 | Spykar
04 | Mufti
Casual wear segments are expected to grow between 10-15% More than 50%
of the clothes in this category are bought by youth (age 13-30) Increase of
buying frequency of casual wear is spurred by:-• Preference for more comfort
wear • Increase in employability • Acceptance of Casual wear in work places.
Denim is moving towards sustainable materials, ethical sourcing, chemical free
process, reduced overall carbon footprint.
05 | Diesel
Pepe, Numero Uno, Wrangler, Jack & Jones, Everlane

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Sustainable denim brands in India
Frank and Oak
Nudie Jeans
Warp & Weft
G Star Raw
J. Crew and Madewell
MUD Jeans

20. Organic kids wear
01 | No Nasties
03 | Forty Red Bangles
04 | Berry Tree India
MINC Eco Fashion, The Almirah by Raymond,
Due to increasing health and environmental consciousness amongst
better educated Indian parents, the demand for organic kidswear
has been increasing. A growing number of companies have invested
in this category and are marketing these products based on the
psychology of conscious and mindful parenting – parents who are
well travelled, globally connected and who want to provide the best
for their children.
Organic clothing promises safety from several toxins that may harm
delicate skin and overall health of kids.
02 | Nino Bambino

21. Protective wear
With the rise in coronavirus infections, any move that
reduces the spread is readily adopted. COVID-19 is not an
airborne virus but rather it is spread via droplets. These viral
droplets remain on several surfaces for a long time until they
are sanitised. While polyester and acrylic fabrics bind
bacteria at ratios exceeding 80%, natural fabrics such as
cotton bind only 10%. . There is a rise in the manufacture of
antimicrobial textiles and clothing companies are
continuously toiling to improve the quality of the fabrics.
natural antibacterial sources such as tulsi (contains eugenol),
neem(azadirachtin), turmeric(curcumin), clove oil, aloe vera
and pomegranate (7). Methanolic extracts from ajwain seeds
(carom seeds) have proven to be an excellent antibacterial
agent to certain select bacteria and also improves the wash
durability (8). Silk pretreated with Moreinga olefera and
subsequent dyeing with natural colouring matter imparted
good antimicrobial properties.
https://www.softpowermag.com/antimicrobial-textiles-indias-natural-fibres-make-the-grade/

22. Some of the brands recalled by consumers when asked of sustainable brands and labels in India