DENIM

Unveiling the Growth Trajectory of India’s Booming Denim Industry

Published: April 12, 2024
Author: Fashion Value Chain

The Indian denim sector has witnessed significant growth attributed to factors like versatility and increasing domestic demand. This article analyses the current landscape and prospects of the Indian denim industry, drawing insights from industry specialists. Dive into the conversation summary between Wazir Advisor and Mr Aamir Akhtar, shedding light on key highlights from their discussion.

Mr. Aamir Akhtar holds a Master’s degree in Business Administration and boasts over 22 years of industry experience. His career journey began in the Oil Industry, where he spent four years at Indian Oil Corporation, the country’s leading Public Sector Oil Company. Transitioning to the Textile Industry, he has held prominent roles at renowned companies such as Arvind Mills Limited and Reliance Industries Limited. Presently, he serves as the Group C.E.O. & Business Head at Jindal Worldwide Ltd, a position he has held for the last 21 months.

Market Size and Growth:

The denim industry is experiencing steady growth. This surge is fueled by several factors, including rising disposable incomes in developing economies, continued love for fashionable and comfortable clothing, and constant innovation in designs, fits, and washes by denim brands. Even in established markets, denim remains a popular choice, with regions like India witnessing significant growth due to a growing youthful population and increasing urbanisation.

  • The Indian denim market is expected to reach a value of $9.15 billion by 2 billion in 2022.
  • Factors like versatility, durability, and rising domestic demand drive this surge.
  • India has the second-largest installed denim fabric capacity globally, at nearly 1600 million metres.
  • Around 1 billion metres of denim are consumed domestically, with the remaining exported.
  • Denim export is expected to reach 650-700 million metres by 2027.
Challenges and Opportunities:

The denim industry faces a fascinating duality. While it’s a classic and enduring fabric, it also grapples with keeping pace with trends and environmental concerns. Challenges include competition from fast fashion and budget-conscious consumers, alongside rising production costs and pressure to shift to sustainable practices. Yet, opportunities abound. Embracing eco-conscious production, catering to evolving styles, and focusing on emerging markets like India can propel the denim industry forward.

  • Global issues like recessions and conflicts create market volatility.
  • The Indian denim industry needs to focus on sustainability and technological advancements to stay competitive.
  • The ‘China Plus One’ strategy presents an opportunity for India to attract businesses moving out of China.
  • However, India needs to improve its infrastructure and capacity to seize this opportunity.
Shifting Landscape:

The denim industry is experiencing a seismic shift. Once dominated by fast fashion and traditional production methods, the landscape is being reshaped by consumer demands for sustainability, ethical practices, and unique styles.  This new terrain presents both challenges and opportunities for denim brands.

  • Traditionally, domestic denim consumption was served by small, independent stores.
  • The rise of large retailers like Zara and H&M has changed the consumer experience.
  • These retailers offer a wider variety, better ambience, and competitive pricing, influencing consumer preferences.
  • This shift is pushing domestic manufacturers to become value-added producers.
Price Points and Competition:

The denim industry thrives on a complex interplay between price points and competition. On one hand, consumers have a wide range of options, from budget-friendly fast-fashion jeans to premium designer denim with hefty price tags. This caters to varying styles and budgets. However, this very range creates fierce competition. Brands fight to differentiate themselves, offering unique washes, fits, and sustainable practices to justify their price point. Ultimately, navigating this landscape requires denim companies to understand their target market and provide a compelling value proposition, whether through affordability, high-quality materials, or trendsetting designs.

  • Balancing affordability with global pricing standards remains a challenge for domestic brands.
  • Large retailers can source denim fabric from countries like Bangladesh at lower costs.
  • This creates pressure on Indian manufacturers to find ways to become more cost-effective.
Strengths & Differentiation:

The denim industry boasts a unique blend of enduring strength and constant evolution. One key strength lies in its timeless appeal. Denim transcends generations and styles, remaining a staple in wardrobes worldwide. Denim’s versatility further bolsters this longevity. From classic jeans to fashion-forward jackets and dresses, denim adapts to a wide range of looks and preferences.

Differentiation is another area where denim shines. Innovative washes, dyes, and finishes create a spectrum of possibilities. Brands can leverage this to cater to specific customer desires, offering everything from distressed vintage vibes to sleek, contemporary styles. Additionally, sustainable practices are gaining traction, allowing companies to differentiate themselves through eco-friendly production methods and recycled materials. By embracing both its heritage and potential for reinvention, the denim industry remains a powerful force in the fashion world.

  • India’s large domestic market provides a strong foundation for the denim industry.
  • This domestic market strength allows Indian manufacturers to build partnerships with global brands for exports.
  • Similar to how Turkey caters to the European market, India can develop its niche based on the demands of large domestic and international retailers.
  • This will involve a focus on sustainability, eco-friendly practices, and advanced technologies.
Garment Manufacturing Gap:

The denim industry is a global giant, with jeans remaining a wardrobe staple for decades. However, a gap exists between the production process and retailers.

  • While India has a strong fabric manufacturing capacity, garment manufacturing lags.
  • Historically, India focused on quotas for dresses and blouses due to trade regulations.
  • This led to a lack of investment in garment manufacturing for bottoms like jeans.
  • The rise of large domestic and international retailers is creating a demand for improved garment manufacturing capabilities in India.
Future Outlook:

The denim industry is weaving a positive future. The global market is expected to grow steadily, with estimates suggesting it will reach US$87.4 billion by 2027 [market research on the denim industry]. This is fueled by rising disposable income and a continued love for casual wear. Notably, the Asia-Pacific region, particularly India, is expected to see even faster growth due to its large and fashion-conscious population [Indian denim market future].

However, sustainability remains a key challenge. Eco-conscious consumers are demanding more from brands, and the industry is embracing innovation in recycled materials and eco-friendly manufacturing processes. By adapting to these trends, the denim industry can ensure it stays relevant and in fashion for years to come.

  • Sustainability (ESG – Environmental, Social, and Governance) is becoming a crucial factor for the denim industry.
  • Customers are increasingly demanding sustainable practices from brands.
  • This necessitates a shift from focusing solely on product sustainability to becoming a sustainable organisation.
  • Brands are setting ambitious ESG goals, and suppliers who can help them achieve these goals will have a competitive edge.
  • Collaboration between brands and suppliers is key to achieving sustainability goals.

In conclusion, the Indian denim industry is poised for significant growth, driven by domestic demand and the potential to capture a larger share of the global market. However, the industry needs to address challenges like price competitiveness, improve garment manufacturing capabilities, and embrace sustainability to thrive in the future.

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