India’s apparel industry didn’t just survive 2024; it owned it. Imagine a runway ablaze with innovation, resilience, and a fearless embrace of change. This year wasn’t about weathering storms; it was about strutting through them, showcasing a powerful blend of trendsetting style, cutting-edge technology, and a growing commitment to sustainability. From the meteoric rise of fast fashion to the comfortable reign of athleisure, the Indian fashion landscape has been irrevocably transformed.
Fast Fashion Takes the Lead:
Forget seasonal collections; 2024 was about constant reinvention. Fast fashion, driven by affordability and agility, surged by a staggering 30-40%, dwarfing the overall sector’s 6% growth. As Shivaraj Jayakumar of Praxis Global Alliance points out, this surge was fueled by brands like Zudio, which not only surpassed Rs 7,000 crore in revenue but also expanded its reach with over 190 new stores across 164 cities. This aggressive expansion, churning out over 50 collections annually compared to traditional brands’ 3-4, redefined the rules of the game.
Menswear Gets a Modern Makeover:
Menswear also experienced a significant evolution, blending contemporary aesthetics with nostalgic nods. Chetan Siyal, CMO of Snitch, predicts a 2025 dominated by denim and artisanal craftsmanship, a “normcore” return to simplicity. Snitch, aiming for a Rs 600 crore GMV and a strong offline presence, exemplifies this shift with its focus on bold designs and comfortable yet stylish casualwear. Siyal emphasizes its commitment to “elevated casualwear, where timeless design meets affordability,” with upcoming collections featuring oversized silhouettes, earthy tones, and versatile layering.
Omni-Channel: The New Retail Reality:
The seamless integration of online and offline experiences became paramount. Brands like Bewakoof and Bombay Shirt Company led this charge, expanding their physical footprints to complement their digital dominance. Bewakoof opened 25 flagship stores, while Snitch added 25 outlets nationwide. Nitin Chhabra, CEO of Ace Turtle, highlighted the power of their vertically integrated omnichannel model, leveraging real-time data and AI-driven insights to inform 75% of their merchandise decisions and optimize inventory for brands like Lee, Wrangler, and Dockers. This data-centric approach allows for faster speed-to-market and a more responsive supply chain. The Souled Store also embraced this strategy, blending physical expansion with strong digital engagement and focusing on creating immersive experiences centred around fandoms and casual luxury.
Comfort is King: The Athleisure Boom:
The post-pandemic focus on health and wellness solidified athleisure’s place in Indian wardrobes. Sneakers and hoodies saw explosive growth, with brands like XYXX capitalizing on the trend. By partnering with quick commerce platforms like BlinkIt, Swiggy Instamart, and Zepto, XYXX saw a 20% month-on-month revenue increase in their outerwear and athleisure categories. Founder Yogesh Kabra emphasizes their focus on versatile pieces like shackets, sweatpants, and hoodies, believing that “comfort and style must go hand in hand.”
Sustainability Takes Center Stage:
Sustainability moved beyond a trend to become a core value. Consumers increasingly demand eco-conscious practices, pushing brands to embrace greener initiatives. ABFRL led the way, transitioning the majority of its packaging to sustainable materials and sourcing a significant portion of its energy from renewables. This shift reflects a broader industry recognition that “modern fashion must balance innovation with sustainability,” as Sawan Gandhi stated.
Looking Ahead: Style and Substance in 2025:
2024 was a year of profound change, driven by adaptability, innovation, and a keen understanding of evolving consumer preferences. From AI-powered strategies to a renewed focus on sustainability and experiential retail, the Indian apparel industry has set the stage for an exciting 2025. As Alka Dembla of The Indian Garage Co. aptly summarized, “Inclusivity, transparency, and affordability will continue to drive consumer choices.” The future of Indian fashion is one of endless possibilities, where style and substance intertwine to create a truly dynamic and impactful industry.
