India’s fashion industry is entering a more mature phase of growth, as consumers move away from volume-led buying towards intentional, quality-driven and experience-led consumption. According to Weaving a new India identity: The rise of fast fashion and affordable premium by Deloitte India, the rise of ‘affordable premium’ is redefining how Indian consumers discover, evaluate and invest in fashion.
Fashion and luxury no longer remain aspirational in India with the new trend of fast fashion emerging, one that can be used especially with younger consumers who thrive on experimentation yet believe in value-based premium products that are of superior quality, demonstrate craftsmanship and offer a deeper brand experience.
The insights indicate that brand exploration is on the rise, with close to 40 per cent of consumers having tried new fashion brands in the past year. This openness to experimentation is largely driven by trusted recommendations, social influence and attractive price points that make premium-quality products more accessible. As a result, emerging and mid-premium brands are finding greater acceptance, particularly among younger and urban consumers seeking differentiation without excessive price escalation.
While premium fashion continues to hold strong aspirational value, purchase behaviour remains measured. Most premium purchases are planned around discounts, festive periods or special occasions, underscoring a cautious yet deliberate approach to spending. Consumers are increasingly looking to justify higher spending with tangible value, whether in the form of superior craftsmanship, durability or brand authenticity, rather than impulsive consumption.
“Indian fashion consumption is entering a more confident and discerning phase. Indian consumers are no longer chasing fashion for volume or visibility. They are seeking meaning, longevity and confidence in what they buy by weighing in the purpose and promise of a brand. As aspiration grows, so does the need for trust, transparency and access. Brands that can balance premium perception with affordability and relevance will define the next phase of India’s fashion growth,” said Anand Ramanathan, partner and consumer industry leader, Deloitte India.
Experience is also becoming a defining factor in fashion retail decisions. About 30 per cent of shoppers cite sensory and in-store experience as a key influence on purchase, highlighting the growing importance of physical touchpoints even as digital discovery accelerates. Store ambience, personalised engagement and immersive brand storytelling are playing a larger role in converting interest into purchase, particularly for higher-value apparel segments.
These shifts in consumer mindset are reflected in the industry’s growth outlook. Mid-premium apparel, typically priced between ₹3,500 (~$38.15) and ₹7,000 (~$76.30), is emerging as one of the fastest-growing segments, with a CAGR of approximately 25 per cent. Premium apparel is projected to grow even faster, at over 45 per cent CAGR, driven by rising aspirations, improving disposable incomes and increasing willingness to invest in quality-led fashion.
These trends collectively indicate a clear shift in India’s fashion market. With accessible and affordable premium gaining momentum, brands that optimise for quality, pricing, trust and experience are positioned to lead the next phase of market evolution.
Fibre2Fashion News Desk (RR)
Disclaimer : This story is auto aggregated by a computer programme and has not been created or edited by DOWNTHENEWS. Publisher: feeds.feedburner.com
