INDIA- The next destination of Luxury Fashion?

China has been every brand/retailer's first preference when it comes to fashion manufacturing. But in last 2-3 years many retailers are looking for an option. So what has changed in these two years and why does India comes in the picture?

The two important factors are-disruption in supply chain caused by Covid and the other is the demand of sustainability in Fashion. Infact the sustainability is the next Luxury and brands across the globe are trying hard to keep up with it. India has been always the hub of artisans and culture. Infact a decade ago brands worked a lot in India and tried their best to stay; but they faced two major challenges- Delays and quality in productions. So what has changed in past 10 years? The answer is- the young generation and leadership.

Most of the factories are taken over/handled by the children of exporters. This young Generation has studied in Milan, Paris, Amsterdam, London and Japan. They have learned and implemented the new tools, technology and consumer behavior. Mr. Swaran from Pearl Apparel told me how he started working with Luxury brands after forming a new company. He told me that he had joined courses in Paris, Japan and China just to learn about pattern making, machines and needles.

Another exporter explained me how he is keeping up with his customers. He sent his pattern master and shoe technician to Italy just to learn and join courses on shoe making. His factory is producing shoes and bags from many renown brands- Anthropologie, Free People, Ted Baker, All saints are just a few to name. Most of these suppliers invest huge on design, technology and they hire designers from India's most prominent institutes like- NIFT and National School of Design. Currently Indian manufacturers are producing fashion products for hundreds of luxury brands- Ted baker, All Saints, Farm Rio, Figue, SEA, Veronica Beard, Pinko, Manoush, David's Bridal, Zadig & Voltaire, Coach, Viktoria's Secret, Loveshack & Fancy, JS Group, Rebecca Taylor, Max Mara are a few to be mentioned.

In past 10 years many Indian designers have been able to get and walk on the runways of Paris, London, Milan and NY Fashion weeks. Designers like- Manish Arora, Ashish, Naeem Khan, Rahul Mishra, Bibhu Mohapatra, Vaishali S. have been the recent attraction. While many others like- Roopa Pemmaraju have been able to establish their name, who struggled for 10 years.

Another reason brands love working in India is the warm and welcoming nature of people; giving more ease, freedom to brands. Mostly suppliers do not even charge for the developments. Recently I came across a factory from Kolkata who produces only luxury brands like- Balmain, Zimmerman, BA&SH. I loved when factory refused to share pictures of recent shipments/developments for their brands. The owner of the factory said no matter how much business you promise we cannot share the designs of our clients because we respect and value our commitment.

I personally feel brands should not just focus of their own designs but they need to explore India more; by visiting folk artisans of different states and exploring its culture as this country offers huge inspiration and there is something for everyone.

It will be very interesting to watch India in next 10 years as a growing and developed country in every aspect. The only challenge for retailers is to find the right supplier and this is also gradually decreasing with the participation of factories in Global fashion fair and shows. While I also noticed its a golden opportunity for many brands to enter India before factories are fully booked/committed.