As high-street brands like H&M and Zara continue to expand in India, they face stiff competition from local retailers offering a more comprehensive range of ‘Indo-Western’ styles, a blend that resonates well with the Indian consumer’s preferences. Despite the presence of global giants, local brands like Westside and online retailers such as Myntra are capturing significant market share by tuning into the fast-paced fashion trends and the cultural nuances of the Indian market.

India’s fashion landscape is evolving, with a shift from brand loyalty to a trend-first approach among consumers aged 18 to 42. This change is supported by Myntra’s insights from their 55 million active monthly users, illustrating a growing preference for current trends over established brand names. The speed at which these trends are adopted is crucial, with companies like Westside introducing new SKUs weekly to keep up with consumer demand and the latest global and local trends.

Celebrity endorsements also play a pivotal role in shaping fashion trends in India. High-street brands frequently collaborate with Bollywood stars and other celebrities to draw attention and create buzz around their offerings. While these partnerships can boost brand visibility, the real test comes down to the product’s ability to meet consumer expectations in terms of style, quality, and relevance.

As the Indian market continues to grow, both international and local brands will need to maintain agility and a deep understanding of the cultural and fashion trends that drive the diverse and dynamic Indian consumer base.