Exploring the booming menswear market in India: Growth, challenges & opportunities

Innovative business models, sustainable fashion practices, and the adoption of cutting-edge technologies are redefining how men shop for clothes in India, making this an exciting time for brands and retailers in the Indian fashion retail industry…

The menswear retail industry in India is experiencing a dynamic transformation, marked by a fusion of traditional styles and modern trends. This sector, which has long been dominated by established local brands and tailoring services, is now witnessing a surge in global fashion influences and e-commerce penetration. With a young, fashion-conscious demographic and increasing disposable incomes, the Indian menswear market is poised for substantial growth. Innovative business models, sustainable fashion practices, and the adoption of cutting-edge technologies are redefining how men shop for clothes in India, making this an exciting time for brands and retailers in the Indian fashion retail industry.

According to Research

iMarc research agency defines menswear as the category of clothing specifically designed and tailored for men. It encompasses a diverse range of garments and accessories that cater to various occasions, styles, and preferences. From formal business attire to casual wear, menswear reflects the ever-changing trends and cultural influences that shape men’s fashion.

In the realm of formal wear, menswear typically includes suits, dress shirts, neckties, and dress shoes. Suits are a hallmark of professional attire, comprising jacket and matching trousers, often accompanied by a dress, shirt and tie. Variations in cuts, colors, and fabrics allow men to express their individuality within formal dress codes. For more casual settings, menswear encompasses a broad spectrum of options, including casual shirts, t-shirts, polo shirts, jeans, chinos, shorts, and jackets. These pieces offer versatility and comfort, catering to everyday activities and social gatherings.

Men’s fashion also extends to outerwear, such as coats, jackets, and sweaters, which provide warmth and style during colder seasons. Additionally, a wide array of accessories like belts, watches, wallets, and hats complements menswear, adding a finishing touch to outfits. As fashion evolves, menswear continuously adapts to embrace new trends, fabrics, and designs. At present, menswear is gaining immense traction in India due to the rising focus of fashion industry on catering to the diverse style preferences and evolving needs of modern men.

Market Figures

According to Statista, men’s apparel is the second-largest segment in the global apparel market. It is projected to see the largest increase in revenues of all segments between 2022 and 2027. When it comes to choosing their apparel, consumers are increasingly becoming conscious of purchasing criteria such as quality, comfort, and durability. This closer attention to purchasing has particularly been seen since the beginning of the COVID-19 pandemic. Furthermore, male fashion influencers are becoming increasingly popular, which is likely to continue influencing consumer purchases.

Key Market Drivers for Menswear in India

The India menswear market size is projected to exhibit a growth rate (CAGR) of 7.7% during 2024-2032. The increasing consumer disposable incomes and rapid urbanisation, changing fashion trends and style preferences, and speedy expansion in the e-commerce industry represent some of the key factors driving the market, according to iMarc data.

In India, the rising demand for contemporary and fashionable clothing owing to changing cultural dynamics and heightened exposure to global fashion trends represents the primary factor driving the market growth. Moreover, inflating consumer spending on apparel, especially among urban consumers, due to the rapid expansion in young and fashion-conscious population and elevating disposable income levels is positively influencing the market growth.

Apart from this, the easy accessibility to a wide variety of menswear options, offering convenience and choice to consumers across the nation owing to the proliferation of e-commerce platforms and digital retailing channels has catalysed the market growth. Additionally, the heightening fashion awareness and inspiring style-consciousness among Indian men on account of the rise of social media and celebrity endorsements is propelling the market growth.

Besides this, the shifting preference toward more relaxed and versatile dress codes in workplaces has augmented the demand for smart casual and athleisure wear, alongwith the expansion of organised retail and the presence of numerous international menswear brands in India, prompting domestic players to innovate and deliver high-quality products to capture market share, is contributing to the market growth.

Other factors, including the escalating adoption of sustainable and eco-friendly fashion choices, growing fashion consciousness and style experimentation among Indian men, and increasing emphasis on health and fitness, are also anticipated to drive the market further.

Shifts in Consumer Behaviour

The menswear market in India has witnessed several notable shifts in consumer behavior over recent years.

“These changes are driven by a combination of factors and have reshaped the menswear industry, influencing purchasing patterns, preferences and shopping habits. Some of these factors include increased disposable income, exposure to global fashion trends, digital influence, growing influence of social media, demand for sustainable fashion and preference of comfort and versatility and evolving cultural attitudes,” explains Nameet Srivastava, Category Head, Ethnix By Raymond.

According to Sanjeev Rao, CEO, Being Human Clothing, a few notable shifts in consumer behavior in menswear over the last 5-10 years include:

• Sustainability Consciousness: Growing awareness of environmental issues has driven demand for sustainable and ethically produced fashion.
• Preference for Online Shopping: The convenience of e-commerce and mobile apps has led to a significant increase in online purchases, with a preference for brands offering seamless digital experiences.
• Personalisation & Customisation: Consumers seek unique, personalized items, leading to a rise in custom-fit clothing and bespoke services.
• Health & Wellness Influence: A focus on health and fitness has driven demand for performance wear and athleisure that supports active lifestyles.
• Casualisation of Dress Codes: Workplace dress codes have become more casual, influencing the shift towards more relaxed and versatile clothing.
• Influence of Social Media & Influencers: Social media platforms and fashion influencers heavily impact consumer choices and trends, with consumers seeking styles endorsed by influencers.
• Tech-Savvy Shopping: Adoption of technologies like augmented reality for virtual try-ons and AI-driven recommendations enhances the shopping experience.

There is an increased focus on comfort and versatility, says Rao, explaining that consumers prioritise comfort and multifunctional clothing, leading to the rise of athleisure and loungewear. Alongside this, there is a growing preference for casual wear, driven by the younger demographic. Casual and smart-casual styles are becoming more acceptable in various settings, including workplaces. The demand for athleisure wear has surged, blending comfort and style.

“Over the years, apart from how the consumers shop, we have observed significant shifts in consumer behaviour and tastes. One notable trend is the fusion of two distinct categories that used to be looked at separately earlier. For instance, the convergence of fashion and sportswear, the rise of athleisure, blending of formal-casual hybrid wear, emergence of Indo-western fusion wear etc. This reflects a shift in consumer preferences and lifestyle changes,” explains Rajesh Jain, MD & CEO, Lacoste India.

“There are several factors that drive this transformation. Firstly, it is the paramount importance of comfort. This hybrid clothing can transition across multiple occasions and provide the same level of comfort throughout. Another important reason is the influence of western fashion trends which has led to a fusion of traditional and modern styles. For example, traditional Indian wear like kurta is now often paired with denim or trousers along with sneakers for a more contemporary look and comfortable wear,” he says, adding, “Specifically, from our brand’s perspective also, we have been witnessing this change in trend among our consumers, as even a polo shirt can be worn at multiple occasions; timeless with a pair of denims, sporty with urban joggers or dressed for success with a suit – one can count on it to add a touch of energy to their look.”

According to Satyen P Momaya, CEO, Celio India, some notable shifts in consumer behaviour include:  

• Increased demand for sustainable and ethical fashion choices
• Growing preference for online shopping for convenience and variety
• Rise of athleisure and casualwear as preferred clothing options
• Increased focus on grooming and personal care among men

“The Indian menswear market has evolved significantly over the past five years, driven by casualisation, sustainable fashion, e-commerce growth, and digital marketing. Consumers show increased spending power, brand consciousness, and a focus on health and wellness. Technological integration and expansion into tier II and III cities have fueled market growth. Future trends include sustained e-commerce growth, enhanced customer experiences, a focus on sustainability, and technological advancements like AI and VR. The rise of direct-to-consumer brands and expansion into new markets will also shape the future of menswear retail in India,” explains, Berry Singh, COO, ace turtle, the company which handles Lee®, Wrangler® and Dockers® in India.

Indeed, brands are shifting focus on versatile clothing that can be worn for both athletic activities and everyday casual wear.

Karan Singh, Founder & CEO of affordable luxury brand Aristobrat says, “Over the past 5 to 10 years, there have been numerous trends in the menswear market, with styles constantly evolving. However, one key observation is that despite these shifts, men consistently prefer simple, elegant, and minimalistic clothing. This preference has proven to be highly successful for us.”

The new age brand focuses on offering timeless clothing and essentials rather than chasing fleeting trends. “We believe that classic, enduring styles have a lasting appeal and will continue to be a mainstay in men’s wardrobes for years to come. Our commitment to timeless fashion aligns with the enduring preferences of our customers, ensuring our collections remain relevant and valued,” he adds.

Ashmeer M. Sayyed, Chief Retail Officer, DaMENSCH, adds that the pandemic has created a notable shift in not only how brands offer their products but also how the consumers buy these products. “For online first menswear brands like ours, we were able to get an initial thrust during Covid and this continues to hold true. We have noticed that consumers who were buying online during Covid have continued to do so. Aside from this, the pandemic shifted the focus from office wear to more casual / athleisure wear since a lot of organisations adopted the work from home culture.”

He adds that DaMENSCH shall have extended presence in the innerwear, loungewear, sleepwear, casualwear, and every day-wear categories. “These are the ones which will see a depth of offerings as emerging menswear categories.”

Rajesh Jain says one difference in the menswear industry is that there are a lot of categories to explore. “Footwear is definitely an emerging category that is rapidly gaining traction and we are witnessing significant growth in it. This surge can be attributed to the versatile nature of sneakers, which seamlessly transition from casual outings to more formal affairs. Furthermore, other categories such as bags and other leather goods are also undergoing evolution as these accessories not only serve functional purposes but also elevate one’s style quotient, offering opportunities for self-expression. As we progress, these categories will also add depth to the menswear wardrobe,” he explains.

The Omnichannel Wave

The emergence of e-commerce has significantly reshaped the Indian menswear market in several ways, influencing everything from consumer behavior to brand strategies. While women might still lead in terms of overall online shopping volume, men are rapidly increasing their online shopping activities, especially in categories like menswear, electronics, and other high-value items.

• Breaching Traditional Barriers:Over recent years, the number of men shopping online has been steadily increasing. While women traditionally led in online shopping, men are catching up, especially in specific categories like apparel and gadgets. They also often prioritise convenience and efficiency when shopping online, preferring platforms that offer quick and easy shopping experiences.
• Wider Variety: Since there is a wider range available online, men who are becoming more fashion-conscious, prefer the medium since they get to explore more.
• Digital Influence:Social media, influencers, and targeted advertising have increased men’s engagement with online fashion retail. Personalised recommendations and the ability to discover new trends online are driving more men to shop for clothing and accessories online.
• Brand Loyalty and Exploration:Men may exhibit strong brand loyalty but are also open to trying new brands and products based on online reviews and recommendations.
• Surveys:Some studies indicate that while women might still lead in overall online shopping frequency, men spend more per transaction on average, particularly in high-value categories.

E-commerce has also lowered the entry barriers for new and niche brands, enabling them to compete with established players. This has increased the diversity of options available to consumers. There are also some brands like Aristobrat which operate exclusively online, leveraging lower operational costs to offer competitive prices and unique products. These digital-first brands are particularly popular among younger consumers.

The Omnichannel wave has ensured that brands now have access to a broader audience, including Tier 2 and beyond as well as a global reach with the penetration of the smartphone and e-commerce. There is more convenience and a wide variety of choices, something which is particularly appealing to busy male consumers. Brands with robust e-commerce platforms are also tailoring their marketing strategies to cater to male shoppers, focusing on their preferences for certain product types and shopping behaviors.

“Ethnix by Raymond’s adoption of an omnichannel approach reflects its commitment to providing cohesive and flexible shopping experience, aligning with the evolving preference of modern consumers. Our Physical store network contributes majority of our revenue. Our EBO store network is the main revenue driver and constitutes about 85% of our revenue,” Srivastava says.

Online first, contemporary brands like Aristobrat, which are more tuned into the needs and wants of the modern consumer, are primarily centered on online retail. “Online accounts for 99% of our revenue through our website as well as on Myntra. We do have a mini experience centre in our office space that attracts a small number of walk-ins and contributes about 1% to our revenue,” explains Karan Singh.

However, he says that in the future, the brand plans to expand its physical presence by opening stores which will serve dual purposes – offering a direct retail experience and acting as central hubs for fulfilling online orders. “This will create a seamless, integrated shopping experience for our customers, enhancing our omnichannel strategy and broadening our revenue streams.”

E-commerce platforms also enable easy price comparisons, making it easier for consumers to find the best deals. This has intensified competition among brands to offer attractive pricing and promotions. Brands can also engage directly with customers through live chats, social media interactions, and email campaigns, fostering stronger relationships and brand loyalty.

Take for example JadeBlue. While the brand’s primary revenue stream comes from its well-established offline stores, the brand has also worked on a comprehensive omnichannel strategy.

“We have recently ventured into the online retail space, which is still in its nascent stage. Despite being a relatively new addition, our online platform has started to receive positive responses and shows promising growth potential. This digital presence allows us to reach a broader audience, providing them with the convenience of shopping from anywhere at any time. By integrating our physical stores with our online platform, we aim to create a cohesive shopping experience. This includes offering services such as online exclusives, and consistent customer service across all channels,” says Shambhav Chauhan.

The goal, he says, is to enhance customer satisfaction and build long-term loyalty by ensuring that they receive the same level of quality and service whether they shop in-store or online.

Innovation & Technological Flex

E-commerce platforms collect vast amounts of data on consumer preferences, purchasing patterns, and feedback. Brands use this data to tailor their offerings, optimise marketing strategies, and improve customer service.

The rapid feedback loop from online customers encourages brands to innovate and introduce new products and technologies more frequently. This agility helps them stay relevant and meet changing consumer demands.

“We have deployed several in-store technologies, reshaping the traditional shopping experience across our retail spaces. Smart mirrors at our Lee and Wrangler flagship stores dynamically identify items brought in by customers, offering real-time suggestions for an enriched fitting room encounter. Electronic Shelf Labels (ESL) at all our stores (Lee, Wrangler, Toys”R”Us and Dockers) ensure a cohesive view of inventory and pricing, providing customers with instant updates on discounts and promotions. The Endless Aisles seamlessly bridge online and offline channels, enabling flexible ordering and pickup options,” says Berry Singh.

The Wrangler flagship store in Indiranagar, Bengaluru showcases an augmented reality (AR) mural, captivating customers with an interactive visual experience. Complementing this, Wrangler’s AR-enabled smart mirrors transcend traditional fittings, offering personalised recommendations. “We have also integrated QR codes into the store’s sale windows, which is a simplified way of integrating technology. This comprehensive integration of smart mirrors, ESL, Endless Aisle, and AR technologies is one of the steps taken by ace turtle to blend innovation seamlessly with consumer engagement,” Singh further explains.

DaMENSCH’s Ashmeer M. Sayyed says for online, a robust back end WH and a fantastic database management system are the core of the brand’s success.

“We have tied up with the best in the industry for our online WH operations. In-store, we are trying an in-house built-in technology product (PPG: Pick-Pay-Go) that enables us to offer the same pricing and offers to even a GT (MBO) customer. This is probably the first in the innerwear industry in India. And we are seeing a great success here with the consumer getting the best of both worlds, to touch and feel the product and get the same pricing and offers as online can offer. In this the retailer is happy, as their margins are not compromised,” he further explains.

He also adds that wearable tech is the way forward as we can see being done in the outerwear / athleisure space. Innovation in fabric shall also pave the way for new-age brands like DaMENSCH who have been able to innovate and create a market within this industry.

According to Sara Sethia, Director, suCCess menswear, “In India, menswear retail will thrive on innovations like virtual try-on apps, AI-driven recommendations, RFID inventory management, and sustainable practices. These technologies cater to evolving consumer choices and preferences, shaping a dynamic retail environment for growth and foster innovation.”

She adds that emerging categories in Indian menswear include athleisure, a perfect blend of comfort and style. “Sustainable fashion too is gaining momentum, addressing eco-consciousness, along with gender-fluid clothing – another promising category. Aside from this, ethnic fusion styles which celebrate cultural diversity are gaining in popularity among men,” she states.

Sustainability in the Age of Innovation

Sustainable fashion in menswear is gaining momentum, driven by eco-conscious materials, ethical manufacturing, and innovative design techniques. About 40% of men’s clothing brands globally now use organic or recycled fabrics like organic cotton and recycled polyester.

Additionally, around 30% of brands emphasise fair labor practices and local production to reduce their carbon footprints. According to theroundup.org, transparency is also improving, with nearly 50% of brands providing detailed supply chain information to consumers. This shift is part of a broader trend where sustainability is becoming a key factor in consumer purchasing decision.

“While sustainability and fashion do not go hand in hand, sustainable fashion is here to stay amid the ill-effects of fast fashion. DaMENSCH believes in slow fashion and hence a few of our ranges like Statement Polos are made from recycled pet bottles,” says Sayyed.

Custom & Bespoke Services

Bespoke tailoring traces its origins to ancient times. Despite the advent of ready-to-wear apparel during the Industrial Revolution of the 19th century, bespoke tailoring retained its allure for the discerning few due to its impeccable quality and tailored fit. Evolving with time, bespoke techniques expanded beyond traditional menswear to encompass women’s apparel, accessories, and even footwear, reflecting a timeless dedication to individuality and artisanal excellence.

Bespoke menswear has a rich history and continues to be a symbol of sophistication and luxury. Rooted in tradition yet embracing contemporary trends, bespoke tailoring involves meticulous craftsmanship – from selecting high-quality fabrics to multiple fittings for a perfect fit. With a rising demand driven by sustainability and slow fashion, bespoke fashion is poised for significant growth, maintaining its status as a hallmark of elegance and luxury in menswear.

Younger generations, influenced by social media and a growing awareness of sustainable fashion, are also turning to bespoke for its unique blend of heritage and modernity.

At legacy brands like P N Rao, bespoke tailoring begins from the word ‘go’.

“When a customer expresses a desire for a bespoke garment, we don’t straight away dive into taking measurements. We assess the customer’s needs, the occasion for which the garment is being bought, their favourite colour, fabric choice, frequency of usage, etc. We then suggest the right fabric to the customer in an effort to leave an ever lasting impression in their minds. Once the customer is satisfied, the measurement process begins and then tailoring,” explains Naveen Pishe, Partner, P N RAO.

“During the initial fitting/trial stage, the client tries on the semi-finished/constructed garment. The tailor evaluates the fitment, identifies areas that require adjustments, and makes the required alterations that may be needed. This covers hemming, pressing, button attachment, sewing details, and any further embellishments. At P N RAO, we make every effort to ensure that the customer gets the garment fitted as per his/her requirement and to ensure this, we make every effort to get it right at the word go,” he adds.

Pishe goes on to explain that contemporary male customers are more ready to spend their money on quality over quantity.

“Because of their durability and longevity, high-quality products, despite being initially more expensive, end up being more cost-effective in the long term. Given dual incomes resulting in higher disposable incomes, customers are becoming more brand conscious which lends credence to the quality consciousness on the rise. Better construction, finer details, and better finishing are common characteristics of high-quality products, all of which enhance user comfort and happiness,” he says.

P N RAO follows a rigorous procedure to ensure that a bespoken garment is exactly as per the customer’s requirement:

• The brand studies a customer’s body contours (in P N RAO’s parlance, Body Instructions – eg. shoulder structure, body leaning, etc.) so that while tailoring, these aspects can be taken into consideration for a perfect fitment.
• The process of cutting the fabric and tailoring leads to a stage of semi-finished stage. Before the finished product is handed over to the customer, P N RAO makes sure that the semi-constructed garment is fitted on the customer and adjustments, if any, are made.
• These are then incorporated into the final product which is then delivered to the full satisfaction of the customer.

According to Pishe, bespoke tailoring is affordable luxury, because each garment is crafted as per the customer’s personal likes – the customer selects his own materials, hues, designs and accents that express their distinct tastes and sense of style.

“In general, bespoke clothing that is well-made can be worn for a variety of occasions, extending its attractiveness and significance over time. It is a worthy investment for customers who value superior garments tailored to their specific preferences and specifications because of the unparalleled level of customisation, quality, craftsmanship, exclusivity, longevity, and personalised service,” he states.

Conclusion

“The future for menswear retail in India looks promising, driven by several key trends and developments. The sector is poised for substantial growth due to increasing urbanisation, rising disposable incomes, and a growing middle class with evolving fashion preferences. The menswear retail sector in India is set to evolve with technological advancements, sustainable practices, and a focus on personalisation, promising robust growth and innovation,” explains Sanjeev Rao.

The men’s fashion retail industry is undergoing a dynamic transformation, driven by changing consumer preferences, technological advancements, and an increasing emphasis on sustainability. Brands that succeed will be those that adapt to these trends by offering versatile, high-quality products that resonate with the modern consumer.

E-commerce has become a crucial channel, providing convenience and variety, and brands are leveraging data-driven insights to enhance customer experiences and personalise offerings. As the market continues to evolve, the integration of sustainable practices and ethical production will not only attract environmentally conscious consumers but also set a new standard for the industry. By embracing these shifts, fashion retailers can build stronger, more resilient brands that meet the demands of today’s discerning male customers.