The womenswear market in India is undergoing a dynamic transformation, reflecting broader social, cultural, and economic shifts. As one of the most vibrant segments of the Indian fashion industry, womenswear is evolving rapidly, driven by changing consumer preferences, technological advancements, and the growing influence of social media and global trends.
What Does the Research Say?
With a burgeoning middle class, increasing disposable incomes, and a growing number of working women, the womenswear market in India is slated to become the largest and fastest-growing segments in the country’s apparel industry.
According to a study conducted by Statista, the revenue generated by the women’s apparel market in India amounted to US $51.05 billion in 2024. The market is projected to grow annually by 3.99% from 2024 to 2028.
Key Growth Drivers
Fueling the Casualwear Boom
Akhil Jain, Executive Director of Jain Amar (parent company of Madame) attributes the unprecedented growth of the womenswear segment to factors like increasing disposable incomes, urbanisation, and the rising aspirations of Indian women.
According to him the casualwear segment is leading this growth, fuelled by the increasing preference for comfort and versatility. “There is also a significant surge in demand for occasion wear, especially for contemporary styles due to evolving social media,” he says.
Siddhant Aggarwal, Director of Operations, KAZO notes that the fastest-growing segments within womenswear in India are currently casualwear and occasion wear. “The casualwear segment is experiencing rapid growth due to its alignment with modern, relaxed lifestyles. The increasing preference for comfort and versatility, coupled with global fashion trends, drives its expansion. The convenience of online shopping also enhances its appeal,” he says.
“Similarly, occasion wear is also growing swiftly and remains strong due to its importance in cultural and social events. A greater emphasis on personal style for special occasions contributes to its steady demand,” Aggarwal adds.
The casualwear segment has witnessed the most significant growth in recent years, driven by a growing preference for versatile and comfortable everyday clothing that suits fast-paced lifestyles. This shift has been accelerated by the COVID-19 pandemic, states Sudiksha Jain, Co-Founder of NeceSera.
Focus on Premiumisation and Quality
Sachin Kharbanda, Co-Founder & MD of Lakshita adds, “Market expansion hinges on multiple factors, including the emphasis on premiumisation facilitated by strategically positioned brands, the growing presence of women in the India workforce, and a heightened emphasis on social media presence and celebrity endorsements.”
According to Kharbanda, these variables collectively shape the trajectory of market growth, reflecting a confluence of branding strategies, societal shifts, and digital marketing trends. The focus on premiumisation underscores the importance of brand positioning and perception in capturing consumer interest and loyalty.
“As women’s disposable incomes rise and lifestyle standards improve, there is a growing consumer interest in fashion trends. Social media platforms like Facebook, Instagram, and Twitter, along with various fashion blogs, are significantly boosting awareness about the latest apparel trends, driving growth in the Indian womenswear market. Furthermore, India’s cultural and religious diversity, with its myriad of festivals, continues to be a major driver for the womenswear market, encouraging constant innovation and adaptation in the retail sector,” Kharbanda further states.
Rahul Bhalla, CEO of Latin Quarters, agrees adding, “With globalisation of the market and the e-commerce boom, there has been a rise in the fast fashion segment that requires agile production. While the demand for womenswear soars, the need for competitive pricing also grows.”
Workwear Boom
Ayushi Gudwani, Founder & CEO, FS Life – which houses the labels FableStreet, Pink Fort & March, ascribes rising disposable incomes, exposure to international trends, increased participation of women in the workforce, emergence of local brands, and faster penetration of fast fashion brands to the growth of this segment.
According to her, women are now picking clothes that are practical and comfortable, yet chic. “Almost all categories in women wearables have witnessed a spike, however, workwear as a category has become massive,” she says.
The last two years have witnessed workwear emerging as a category again after a brief lull during the pandemic, she states. Ayushi attributes the category’s popularity among women to the fact that traditionally, there were fewer styles, cuts and colours that were deemed work-appropriate but in the post-pandemic, hybrid work model world, women have started experimenting with more colours and prints in their workwear and this change in preference is reflected in the workwear styles in the market.
“While pre-pandemic women wore subtle prints, and straight cut pantsuits in standard colours like blacks, navys and beiges in the workplaces, today the occasional orange or fuchsia coloured blazer can be seen at a board meeting or a shirt with bold prints at the office paired with denim. Workwear has evolved to become more versatile, customers want to wear an outfit to work and then wear the same outfit to a dinner party post work,” she explains.
Rise of Personal Styling
Utkantha Chugh, Head of Design, Rareism offers a design perspective on the growth of this segment stating, “Women now understand the difference between wearing and styling and I believe travel is a key factor that has led to this understanding of decoding fashion and personal style. Consumers have also become much more aware of what brands they identify with, in different facets of life.”
Sustainability as a Core Strategy
Sustainability is becoming non-negotiable, with brands like KAZO emphasizing eco-friendly materials and production processes. Consumers are becoming more eco-conscious, driving demand for brands that prioritise environmental responsibility.
Siddhant Aggarwal of KAZO, another popular homegrown womenswear brand, attributes the growth of the segment in India to a combination of factors including lifestyle changes, increased disposable income, and the digital revolution.
He says, “Urbanisation and the rise of e-commerce and retail have broadened access to diverse fashion options, while a growing focus on sustainability is influencing consumer preferences.”
Embracing the ‘Make in India’ Movement
Domestic brands are adopting the ‘Make in India’ ethos, which not only fosters local craftsmanship but resonates with consumers’ increasing desire for homegrown products.
The ‘Make in India’ initiative has spurred the emergence of numerous homegrown brands, including NeceSera, which blend modern design with Indian sensibilities. These brands curate collections tailored for Indian body types, appealing to local preferences, states Sudikhsa Jain of NeceSera. NeceSera is a homegrown, bootstrapped, digital first, womenswear brand.
