STATISTA REPORT

Apparel market in India

 Table of Contents

01 Overview Ready-made garments export value India FY 2011-2021 21

Apparel export value India FY 2014-2021, by type 22
Textile industry market value in India 2009-2026 04
Apparel import value India FY 2014-2021, by type 23
Market value of apparel India FY 2021, by type 05
Proposed investment value in textiles in India FY 2011-2021 06
05 Companies

02 Production Leading textile companies India FY 2022, based on net sales 25

Raymond Group's revenue FY 2015-2022 26
Cloth production in India FY 2015-2020 08
Welspun India Home Textiles total income FY 2015-2021 27
Yarn production volume India FY 2020, by type 09
Revenue of ABFRL FY 2014-2022 28
Fabric production volume India FY 2020, by type 10
Fiber production volume India FY 2020, by type 11
06 Segments

03 Retail in India Domestic textile and apparel market size in India 2005-2026, by market segment 30
Share of women's apparel market in India's apparel market 2015-2025 31
Market demand of clothing in India 2011-2018 13
Distribution of female apparel market 2015-2025, by segments 32
Share of apparel retail channels in India FY 2015-2025 14
Value of men's apparel market India 2018 by category 33
Organized apparel and accessories retail penetration India FY2012 - FY2021 15
Children's wear market size in India FY 2015-2025, by category 34
Online apparel platforms preferred among Indians 2019 16
Share of western and ethnic wear market in India FY 2015-2025 35
Share of online apparel categories in India FY 2020, by retailer 17

07 Consumer behaviour
04 Trade
Discretionary spends on fashion accessories among consumers India 2020, by city tier 37
Export value of textile and apparel from India FY 2006-2026, by type 19
Discretionary spends on fashion accessories India 2020, by gender 38
Import value of textile and apparel to India FY 2006-2026, by type 20

1
 Table of Contents

Discretionary expense on fashion accessories India 2020, by age 39

Frequency of online apparel shopping India 2020 40
Number of items purchased online by consumers in a single transaction India 2020 41
Consumers average monthly expenditure on ethnic wear India 2020 42
Consumers' reasons for buying ethnic apparel India 2020 43

08 COVID-19 impact
COVID-19 impact on online orders for fashion and lifestyle products India 2020 45
COVID-19 impact on refunds for online fashion and lifestyle products India 2020 46
Impact of COVID-19 on the use of virtual clothing fitting tool India 2020 47

2
CHAPTER 01

Overview
 Market size of the textile industry in India from 2009 to 2021, with an
estimate for 2026 (in billion U.S. dollars)
Textile industry market value in India 2009-2026

250
223 220

200
Value in billion U.S. dollars

150 150
150 137 140.4

108.5
99
100 89
78
70

50

0
2009 2010 2011 2014 2015 2016 2017 2018 2020 2021 2026*

4 Description: In 2021, the market value of the Indian textile industry was worth 223 billion U.S. dollars. This was an increase as compared to previous year when the market value was 150 billion U.S. dollars in India.Read more
Note(s): India; 2009 to 2021; *Estimated value Read more
Source(s): India Brand Equity Foundation
 Market value of apparel across India in financial year 2021, by type (in billion
U.S. dollars)
Market value of apparel India FY 2021, by type

Value in billion U.S. dollars

0 5 10 15 20 25

Kidswear 16

Womenswear 19

Menswear 20

5 Description: The market value of apparel across India in the financial year 2021 was the highest for menswear at 20 billion U.S. dollars. Menswear had a share of 37 percent in the Indian apparel market that year.Read more
Note(s): India; FY 2021
Source(s): Wazir
 Proposed investment value in textiles in India from financial year 2011 to
2021 (in billion Indian rupees)
Proposed investment value in textiles in India FY 2011-2021

900
816.67
800

700
Value in billion Indian rupees

600

500

400

300 261.74 262.07

216.69
200 166.34 150.8 152.71
148.39
112.11
85.34
100 61.97

0
FY 2011 FY 2012 FY 2013 FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021*

6 Description: The proposed investment value in the textile sector in India for fiscal year 2020, amounted to 61 billion rupees. While those values have been fluctuating the 2020 value marks a long time low. The financial year 2013, in contrast, marks a long time high of
more than 800 billion rupees. Read more
Note(s): India; FY 2011 to FY 2021; *Until December 2021. India's financial year begins in April and ends in March. For example, FY 2016 started in April 2015 and ended in March 2016. One Indian rupee is equal to 0.012 euros and 0.013 dollars as of [...]Read more
Source(s): Department for Promotion of Industry and Internal Trade (India)
CHAPTER 02

Production
 Total cloth production across India from financial year 2015 to 2019, with an
estimate for 2020 (in billion square meters)
Cloth production in India FY 2015-2020

80
71.05
70 67.77
64.3 64.6 63.6 63.34
Production in billion square meters

60

50

40

30

20

10

0
FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020*

8 Description: In the fiscal year 2020, the estimated total cloth production was around 63 billion square meters. In comparison, the total cloth production across India was approximately 71 billion square meters during the fiscal year 2019. The South Asian country is the
world's largest producer of textiles and garments. Read more
Note(s): India; FY 2015 to FY 2019; *Estimated value India's financial year begins in April and ends in March. For example, FY 2021 started in April 2020 and ended in March 2021. Various sources includes Ministry of textiles (India), Technopak [...]Read more
Source(s): India Brand Equity Foundation; Various sources
 Yarn production volume across India in financial year 2020, by type (in million
kilograms)
Yarn production volume India FY 2020, by type

4,500

3,934 3,996
4,000

3,500
Volume in million kilograms

3,000

2,500

2,000
1,663

1,500

1,000

500

0
Blended & 100% non-cotton spun yarn Polyester filament yarn Cotton spun yarn

9 Description: The production volume of cotton spun yarn across India in the financial year 2020 was the highest at almost four billion kilograms. The total production of yarn in the country that year amounted to over five billion kilograms.Read more
Note(s): India; FY 2020
Source(s): Ministry of Textiles (India) (Office of Textile Commissioner); Wazir
 Fabric production volume across India in financial year 2020, by type (in
billion square meters)
Fabric production volume India FY 2020, by type

90

80 76.29
74.27

70
Volume in billion square meters

60

50

40

30

20

10
2.02
0
Mill sector Decentralized sector Total (excluding Khadi, wool and silk)

10 Description: The production volume of fabric from decentralized sector across India in the financial year 2020 was at 74.27 billion square meters. The total production of fabric in the country that year amounted to over 76.29 billion square meters.Read more
Note(s): India; FY 2021
Source(s): Ministry of Textiles (India) (Office of Textile Commissioner); Wazir
 Staple fiber production volume across India in financial year 2020, by type (in
million kilograms)
Fiber production volume India FY 2020, by type

Volume in million kilograms

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000

Cotton 6,205

Manmade fibre 1,765

Other fibre 1,683

Polyester staple fibre 1,085

Viscose staple fibre 578

Acrylic staple fibre 98

Wool 45

Silk 36

Other natural staple fibre 4

11 Description: The production volume of cotton across India in the financial year 2020 was the highest at around 5.8 billion kilograms. Among man-made fibers, the production of polyester was the highest that year at over one billion kilograms.Read more
Note(s): India; FY 2020
Source(s): Ministry of Textiles (India) (Office of Textile Commissioner); Wazir
CHAPTER 03

Retail in India
 Market demand of clothing in India from 2011 to 2013, with forecast until
2018 (in billion U.S. dollars)
Market demand of clothing in India 2011-2018

16 15.03

14
12.96
Market volume in billion U.S. dollars

12
10.93

10 9.22

7.87
8 7.18 7.03 7.22

0
2011 2012 2013 2014* 2015* 2016* 2017* 2018*

13 Description: In 2012, market demand of the Indian clothing market was approximately 7.03 billion U.S. dollars. This was forecast to reach nearly 15 billion U.S. dollars by 2018.Read more
Note(s): India; 2011 to 2013; * Forecast. Figures have been rounded. Read more
Source(s): Economist Intelligence Unit; PwC
 Channel mix of apparel retail in India from financial year 2015 to 2020, with
estimates for financial year 2025
Share of apparel retail channels in India FY 2015-2025

Traditional retail Organized brick and mortar retail Online retail

120

100 2 3 4
11
Share in the apparel market

26 27
80 29
30

60

40
72 70 67
59
20

0
2015 2018 2020 2025*

14 Description: The major part of apparel in India was sold via traditional retailers with a share of 67 percent in fiscal year 2020. While the share of traditional retailers has decreased, online retail was expected to grow by 9 percent from financial year 2015 until 2025.
Read more
Note(s): India; FY 2015 to FY 2020
Source(s): Wazir
 Rate of penetration of organized apparel and accessories retail across India from
financial year 2012 to 2018, with an estimate for financial year 2021 and 2025
Organized apparel and accessories retail penetration India FY2012 - FY2021

45%
40%
40%

35% 33%

30%
Penetration rate

25%
25%
20%
20%

15%

10%

5%

0%
FY 2012 FY 2018 FY 2021* FY 2025*

15 Description: The organized apparel and accessories across India was estimated to penetrate 40 percent of the retail market in 2025, a significant increase from 25 percent in 2018. Central, Brand Factory, FBB, Shoppers Stop, Lifestyle and Westside were some key
retailers in this segment during the measured time period. Read more
Note(s): India; FY 2012 to FY 2018; *Estimated values Read more
Source(s): Wazir
 Most preferred online apparel platforms across India as of May 2019
Online apparel platforms preferred among Indians 2019

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Amazon 80.57%

Flipkart 75.56%

Myntra 41.93%

Snapdeal 27.42%

Jabong 20.15%

Limeroad 8.11%

Other 8.01%

Naaptol 6.4%

16 Description: According to the survey carried out by ProdegeMR, around 81 percent of respondents bought apparel online from Amazon's Indian platform in May 2019. About 76 percent preferred the domestic e-commerce retailer Flipkart for apparel purchases.Read
more
Note(s): India; April 2019; 13,749 respondents
Source(s): Swagbucks
 Distribution of online apparel categories across e-tailers in India in financial
year 2020
Share of online apparel categories in India FY 2020, by retailer

Share across retailers

Western wear Innerwear Ethnic wear

0% 20% 40% 60% 80% 100% 120%

Limeroad 39% 2% 59%

Amazon 59% 7% 34%

Overall industry 60% 7% 33%

Flipkart 61% 8% 31%

Myntra 60% 9% 31%

Ajio 70% 0% 30%

17 Description: The overall online apparel market was dominated by the retail of western wear with a share of 60 percent in the financial year 2020. While most online retailers showed a similar distribution of retail among the different categories, Limeroad stood out
with primarily selling ethnic wear. Read more
Note(s): India; FY 2020
Source(s): Wazir
CHAPTER 04

Trade
 Export value of textile and apparel from India between financial year 2006
and 2021, with estimations until 2026, by type (in billion U.S. dollars)
Export value of textile and apparel from India FY 2006-2026, by type

Fibre Yarn Fabric Apparel Home textiles Others

70

60
3

10
Value in billion U.S. dollars

50

40 2.1
2 2
6.9 25
5 5 2
30 5 1.7
1
4 5.7
14.3
17 17
20 15.5
1 12 12.3 8
3
5.2
10 9 4 5 5 4.1
5 10
7.4
4 4 4 4.4
3 4
2 4 4 4 2 2.7 3.8 4
0 1
FY 2006 FY 2011 FY 2018 FY 2019 FY 2020 FY 2021 FY 2022* FY 2026**

19 Description: The export value of apparel from India in the financial year 2021 was the highest at 12 billion U.S. dollars and this value was estimated to reach over 25 billion U.S. dollars by 2026. With a growing organized apparel sector and rising income levels, India
was the world's second largest textile and clothing exporter with a steady growth forecast in this market. Read more
Note(s): India; FY 2006 to FY 2021
Source(s): Ministry of Textiles (India); Wazir
 Import value of textile and apparel into India from financial year 2006 to
2021, with estimations until 2026, by type (in billion U.S. dollars)
Import value of textile and apparel to India FY 2006-2026, by type

Fibre Yarn Fabric Apparel Home textiles Others

14.0

12.0
1.5
Value in billion U.S. dollars

10.0
2

8.0 0.8
1.5
0.3 1.7
0.6 1.5
0.3 1.1
6.0 0.6 0.8 0.9
1.1 0.8 0.2 2.5
0.3 1.1
0.6 0.2
0.9 2.2
4.0 2.3 2.3
0.32
0.16 1.8 2.5
0.2 1.7 2
0.2
0.1 1.61 1.1 0.5
0.2 0.9 1.7
2.0 0.7
1.3 0.29 1.3
0.1 2 2.4 2.5
1.52 1.9 1.7 1.5
1 1.1
0.0
FY 2006 FY 2011 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021 FY 2022* FY 2026**

20 Description: The value of imports to India of fabric was the highest with a value of 1.7 billion U.S. dollars. With a growing organized apparel sector and rising income levels, India was the world's second largest textile and clothing exporter with a steady growth forecast
in this market. By 2026 the import value is expected to nearly double. Read more
Note(s): India; FY 2006 to FY 2021
Source(s): DGCI&S; Wazir
 Value of ready-made garments exported from India from financial year 2011
to 2019, with estimates until 2021 (in billion Indian rupees)
Ready-made garments export value India FY 2011-2021

1,400

1,200
Export value in billion Indian rupees

1,000

800

600

400

200

0
FY 2011 FY 2012 FY 2013 FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021

21 Description: In fiscal year 2021, India exported ready-made garments worth of more than 906 billion Indian rupees, a decrease compared to the previous year with around one trillion Indian rupees. Ready-made garments exported included all textiles.Read more
Note(s): India; FY 2011 to FY 2019
Source(s): DGCI&S; Reserve Bank of India
 Value of apparel exported from India from financial year 2014 to 2021, by
type (in billion U.S. dollars)
Apparel export value India FY 2014-2021, by type

Knitted apparel Woven apparel

10
9.2 9.3 9.2
9 8.7
8.3 8.2 8.3
8 7.8 8
8 7.7 7.7 7.5
Value in billion U.S. dollars

7 6.7
6.3
5.9
6

0
FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021

22 Description: The value of exported woven apparel from India in the fiscal year 2021 was about six billion U.S. dollars, whereas for knitted apparel it was over six billion U.S. dollars. There was a decrease in the apparel exports from the country from the previous fiscal
year. Read more
Note(s): India; FY 2014 to FY 2021
Source(s): DGCI&S; Wazir
 Value of apparel imported into India from financial year 2014 to 2021, by type
(in billion U.S. dollars)
Apparel import value India FY 2014-2021, by type

Knitted apparel Woven apparel

0.7

0.6 0.6 0.6

0.6

0.5 0.5 0.5 0.5

Value in billion U.S. dollars

0.5

0.4
0.4

0.3 0.3 0.3 0.3 0.3 0.3

0.3

0.2 0.2
0.2

0.1

0.0
FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021

23 Description: The value of imported woven apparel into India in the financial year 2021 was 600 million U.S. dollars, whereas for knitted apparel it was 500 million U.S. dollars. The value was consistent for apparel imports into the country as compared to the previous
year. Read more
Note(s): India; FY 2014 to FY 2021
Source(s): DGCI&S; Wazir
CHAPTER 05

Companies
 Leading textile companies across India as of March 2022, based on net sales
(in billion Indian rupees)
Leading textile companies India FY 2022, based on net sales

Value in billion Indian rupees

0 10 20 30 40 50 60 70

Vardhman Textiles 57.88

RITES 17.97

TCNS Clothing Company 6.36

Axita Cotton 6.19

DCM Nouvelle Limited 5.63

Faze Three 3.24

Cantabil Retail India 2.52

Olympia Industries 1.39

Shiva Mills 1.39

Faze Three Autofab 1.34

25 Description: As of March 2022, the annual sales revenue among India's leading textile companies was the highest for Vardhman Textiles at 57 billion Indian rupees. India's textile industry accounts for approximately thirteen percent of the industry's production output
in terms of value. Read more
Note(s): India; as of March 2022; consolidated values.
Source(s): Moneycontrol
 Revenue of Raymond Group from financial year 2015 to 2022 (in billion
Indian rupees)
Raymond Group's revenue FY 2015-2022

80

70 67.08 65.78
63.48
60.25
60
55.09
Value in billion Indian rupees

54.28 52.96

50

40 36.48

30

20

10

0
FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021 FY 2022

26 Description: Raymond India reported a revenue of over 63 billion Indian rupees in fiscal year 2022. Established in 1925, this Indian branded fabric and fashion retailer had over 1,100 exclusive stores and a global presence in over 350 cities. It was the 23rd most trusted
brand across India in 2014. While Raymond has been tremendously effected by the coronavirus pandemic, it is expected to recover to old strength soon.Read more
Note(s): India; FY 2015 to FY 2022
Source(s): Raymond Group
 Welspun India Home Textiles total income from financial year 2015 to 2021
(in billion Indian rupees)
Welspun India Home Textiles total income FY 2015-2021

80
74.08

67.21 68.36
70 66.08
60.71 61.32
60
53.98
Income in Indian rupees

50

40

30

20

10

0
FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021

27 Description: Welspun India Home Textiles reported a total income of more than 74 billion Indian rupees in fiscal year 2021. This was an increase as compared to the previous fiscal year. The Mumbai-based company was Asia's largest and the world's second largest
towel manufacturer, exporting over 94 percent of its home textile products worldwide. Its clients in the industry include Costco, Walmart, and Kaufland abroad, and Lifestyle and Shopper's Stop domestically.Read more
Note(s): India; FY 2015 to FY 2021
Source(s): Welspun
 Revenue of Aditya Birla Fashion and Retail Limited from financial year 2014 to
2022 (in billion Indian rupees)
Revenue of ABFRL FY 2014-2022

100

90 87.43
81.18
78.24
80
71.81
Value in billion Indian rupees

70 66
60.3
60
51.81
50

40

30

16.6 18.5
20

10

0
FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021 FY 2022

28 Description: Aditya Birla Fashion and Retail Limited's revenue during financial year 2022 across India reached over 78 billion Indian rupees, indicating a steep increase from the previous year. An overall exponential increase in the revenue of the company was noted
over the years from 2014. Read more
Note(s): India; FY 2014 to FY 2022
Source(s): Aditya Birla Fashion and Retail
CHAPTER 06

Segments
 Domestic textile and apparel market size in India from 2005 to 2020 with
forecast to 2026, by market segment (in billion US dollars)
Domestic textile and apparel market size in India 2005-2026, by market segment

Apparel Technical textiles Home textiles

200

180

160
Market size in billion US dollars

140

120

100

80

60

40

20

0
FY 2006 FY 2011 FY 2020 FY 2021* FY 2026*

30 Description: In the financial year 2020 the domestic textile and apparel market size in India continued to grow, reaching a total of 106 billion US dollars with apparel making up 78 billion US dollars of the total. After a continuous growth between 2005 and 2020, by 2021
a low is forecast although this is expected to recover and increase significantly in 2026. Read more
Note(s): India; 2005 to 2020; *Estimated figures. Read more
Source(s): DGCI&S; Wazir
 Share of women's apparel retail in the Indian apparel market from 2015 to
2020, with forecast for 2025
Share of women's apparel market in India's apparel market 2015-2025

50%

45% 43%
40%
39%
40%
36%
Share of female apparel market

35%

30%

25%

20%

15%

10%

5%

0%
2015 2019 2020 2025*

31 Description: India's female apparel market shared 39 percent of the overall apparel retail market in 2020. This is a slight growth in the shares from 2015. But a larger growth up to 43 percent by 2025 was estimated.Read more
Note(s): India; 2015 to 2020; * Estimated value Read more
Source(s): Redseer
 Distribution of female apparel retail segments in India from 2015 to 2020,
with forecast for 2025
Distribution of female apparel market 2015-2025, by segments

Western Innerwear Ethnic

120%

100%
Share in female apparel market

80%

63% 61% 60%

67%
60%

40%

25% 27% 28%

20% 23%

10% 11% 12% 12%

0%
2015 2019 2020 2025*

32 Description: Ethnic apparel made up a share of 61 percent in India's apparel retail market in India in 2020. Comparing to 2015 this share decreased, while the innerwear market significantly expanded. Western apparel for women was still relatively unpopular on the
subcontinent with a share of only 12 percent. Read more
Note(s): India; 2015 to 2020; * Estimated values Read more
Source(s): Redseer
 Market value of men's apparel across India in 2018, by category (in billion
Indian rupees)
Value of men's apparel market India 2018 by category

Value in billion Indian rupees

0 50 100 150 200 250 300 350 400 450

Shirts 419.18

Trousers 339.84

Denim 250.62

T-shirts 118.2

Innerwear 110.54

Ethnicwear 104.91

Winterwear 94.38

Suits 57.76

Activewear 48.04

Others 21.51

33 Description: Shirts had the highest market size of over 419 billion Indian rupees in the men's apparel market across the country in 2018. Trousers and denim are the other major categories with a high market value of over 339 billion rupees and over 250 billion rupees
in the apparel market in that year. The menswear market was estimated to have a CAGR of 7.6 percent between 2018 and 2028.Read more
Note(s): India; 2018
Source(s): Images Multimedia; Technopak Advisors
 Market size of children's wear categories in India from financial year 2015 to
2020, with estimates for financial year 2025, by category (in billion U.S. dollars)
Children's wear market size in India FY 2015-2025, by category

T-shirt/shirts Denim Bottomwear Winterwear Uniforms Others

25

2.1
20
Market size in billion U.S. dollars

8.4
15
1.5
1.8
1.3
10 5.1
4.1 4.1
1
1.2
3 0.6
5 1
2.5
0.8 2.1 0.3
1.5 0.3 5.8
0.2 3.3
1.8 2.6
0
2015 2018 2020 2025*

34 Description: The total market size of children's wear in India amounted to around 14 billion U.S. dollars in financial year 2020, with 5.1 billion coming from the retail of uniforms. The children's wear market has been growing since the financial year 2015 and was
expected to grow constantly until 2025. Read more
Note(s): India; FY2015 to FY2020
Source(s): Wazir
 Breakup of western and ethnic apparel in India between financial year 2015
and 2018, with estimates for 2020 and 2025
Share of western and ethnic wear market in India FY 2015-2025

Western apparel Ethnic apparel

120%

100%

32% 31% 28%

35%
Share of total apparel

80%

60%

40%
68% 69% 72%
65%

20%

0%
FY 2015 FY 2018 FY 2020* FY 2025*

35 Description: By the financial year 2018, the share of western wear in India's retail market rose to 68 percent. Up to the fiscal year 2025, this share was expected to increase even further, while ethnic wear was estimated to shrink to a share of only 28 percent.Read
more
Note(s): India; FY 2015 to FY 2018
Source(s): Wazir
CHAPTER 07

Consumer behaviour
 Discretionary expense on fashion accessories among consumers across India
in 2020, by city tier
Discretionary spends on fashion accessories among consumers India 2020, by city tier

No spend Upto 5000 INR More than 5000 INR

120%

100%
8% 10% 14%
Share of respondents

80%
36%
45%
60% 48%

40%

56%
20% 45%
38%

0%
Tier 1 Tier 2 Tier 3

37 Description: In a survey conducted in 2020, to analyze the changing consumer sentiments concerning the COVID-19 pandemic in India, about 56 percent of respondents from tier-1 cities preferred to spend no money on fashion accessories. The customers in tier-3
cities, contrary to tier-1 and tier-2 cities, were more inclined towards spending more than five thousand rupees on fashion accessories.Read more
Note(s): India; May 18 to June 7, 2020; 2376 respondents; 20 years and older; across various demographics to analyze the changing consumer sentiment with respect to the COVID-19 pandemic.
Source(s): KPMG
 Discretionary spends on fashion accessories among consumers across India
in 2020, by gender
Discretionary spends on fashion accessories India 2020, by gender

No spend Upto 5000 INR More than 5000 INR

60%

52%
50% 46%
43%
41%
Share of respondents

40%

30%

20%

11%
10% 7%

0%
Female Male

38 Description: In a survey conducted in 2020 to analyze the changing consumer sentiments concerning the COVID-19 pandemic in India, the majority of male and female respondents intended to spend absolutely no money on fashion accessories. In general, males
showed the intention of paying over five thousand Indian rupees more than women across all product categories. Read more
Note(s): India; May 18 to June 7, 2020; 2376 respondents; 20 years and older; across various demographics to analyze the changing consumer sentiment with respect to the COVID-19 pandemic.
Source(s): KPMG
 Discretionary expense on fashion accessories among consumers across India
in 2020, by age
Discretionary expense on fashion accessories India 2020, by age

No spend Less than 5,000 rupees Greater than 5,000 rupees

60%

50%
50% 47% 46%
45% 44%
42%
39% 39%
Share of respondents

40%

30%

20%
15% 14%
11%
10% 8%

0%
20 to 30 years 31 to 40 years 41 to 50 years Over 50 years

39 Description: In a survey conducted in 2020, to analyze the changing consumer sentiments concerning the COVID-19 pandemic in India, the majority of respondents across all age groups were inclined to not spend on fashion accessories. Interestingly, a significant
share of respondents willing to pay more than five thousand rupees on the product category was over the age of forty. Read more
Note(s): India; May 18 to June 7, 2020; 2376 respondents; 20 years and older; across various demographics to analyze the changing consumer sentiment with respect to the COVID-19 pandemic.
Source(s): KPMG
 Frequency of online apparel shopping in India between April and June 2020
Frequency of online apparel shopping India 2020

45%
42%

40%

35%
32%

30%
Share of respondents

25%

20%

15% 13%
12%

10%

5%
1%
0%
2-3 times a week Once a week Once a month Once every 2-3 months Other

40 Description: According to the survey by YourLibaas.com between April and June 2020, about 42 percent of the respondents shopped once every month for apparels online in India. On the other hand, about 12 percent stated that they shopped as high as two to three
times a week for apparels online. Read more
Note(s): India; Q3 2020; 4,474 respondents; 18 years and older; among 99 percent female and 1 percent male respondents
Source(s): YourLibaas
 Number of items purchased online by consumers in a single transaction in
India between April and June 2020
Number of items purchased online by consumers in a single transaction India 2020

60%

52%
50%

40%
Share of respondents

30% 28%

20%
13%

10% 7%

0%
1 item 2-3 items 4-6 items more than 6 items

41 Description: According to the survey by YourLibaas.com conducted between April and June 2020, about 52 percent of the respondents shopped for one item online in a single transaction in India. On the other hand, about 13 percent of the respondents shopped for
around four to six items online in a single transaction. Read more
Note(s): India; Q3 2020; 4,474 respondents; 18 years and older; among 99 percent female and one percent male respondents
Source(s): YourLibaas
 Consumers average monthly expenditure on ethnic wear in India between
April and June 2020
Consumers average monthly expenditure on ethnic wear India 2020

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55%

1,000-2,500 48%

2,500-5,000 33%

5,000-7,500 12%
Indian rupees

7,500-10,000 3%

10,000-12,500 1%

12,500-15,000 1%

15,000-20,000 1%

20,000+ 1%

42 Description: According to the survey by YourLibaas.com conducted between April and June 2020, about 48 percent of the respondents spent on average, between one thousand and 2.5 thousand Indian rupees on ethnic wear per month in India. Only about one
percent of the respondents spent more than 20 thousand Indian rupees per month on ethnic wear in India.Read more
Note(s): India; Q3 2020; 4,474 respondents; 18 years and older; among 99 percent female and one percent male respondents
Source(s): YourLibaas
 Consumers' reasons for buying ethnic apparel in India between April and
June 2020
Consumers' reasons for buying ethnic apparel India 2020

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Festivals 41%

Weddings 35%

Special occasions 16%

Personal choice 6%

Other 2%

43 Description: According to the survey by YourLibaas.com conducted between April and June 2020, 41 percent of the respondents in India shopped for ethnic apparel for festivals. On the other hand, 35 percent of the respondents shopped for ethnic apparel for
weddings. Read more
Note(s): India; Q3 2020; 4,474 respondents; 18 years and older; among 99 percent female and one percent male respondents
Source(s): YourLibaas
CHAPTER 08

COVID-19 impact
 Impact of COVID-19 on online orders for fashion and lifestyle products in
India from February to September 2020
COVID-19 impact on online orders for fashion and lifestyle products India 2020

250%

200% 189.29%
Monthly change in orders

150%

100%
69.75%
61.47%
51.66%
50%

0%
-5.28%
-11.26%
-18.66%
-30.83%
-50%
February March April May June July August September

45 Description: As a direct impact of COVID-19, the number of online orders for fashion and lifestyle products in India observed a continuous decline till the end of April 2020. However, due to rising demand, the online orders rose significantly during May 2020,
registering a massive 189 percent growth within a month. Read more
Note(s): India; February to September, 2020
Source(s): Razorpay
 Impact of COVID-19 on refunds issued for online purchase of fashion and
lifestyle products in India from February to September 2020
COVID-19 impact on refunds for online fashion and lifestyle products India 2020

300%
265.59%

250%

200%
Monthly change in refunds

150%
114.04%

100%

50% 29.57%
14.24%

0%

-19.29% -12.24%
-50% -33.77%
-62.83%
-100%
February March April May June July August September

46 Description: May 2020, with over 265 percent rise, recorded the maximum month-on-month growth for the refunds in the online fashion and lifestyle industry in India. On the other hand, the number of refunds initiated during the first quarter of the year was
relatively less, resulting from an overall drop in online orders. Read more
Note(s): India; February to September, 2020
Source(s): Razorpay
 Impact of coronavirus (COVID-19) on the use of virtual clothing fitting tool in
India in September 2020
Impact of COVID-19 on the use of virtual clothing fitting tool India 2020

30%
28%
27%

25%
23%
21%
Share of respondents

20%

15% 14%

10%

5%

0%
I have used it prior to the I have used it during the I plan to use it after the I have not used it yet but I am not at all interested in
pandemic pandemic pandemic would like to try using

47 Description: In a survey conducted in September 2020, regarding the impact of coronavirus (COVID-19) on the use of virtual clothing fitting tool in India, 27 percent of the respondents stated that they had already used it prior to the pandemic. About 28 percent of the
respondents stated that they had used it during the pandemic. Read more
Note(s): India; September 2020; 2,007 respondents; The respondents surveyed were adults.
Source(s): IBM Institute for Business Value
 Sources

Aditya Birla Fashion and Retail

Department for Promotion of Industry and Internal Trade (India)
DGCI&S
Economist Intelligence Unit
IBM Institute for Business Value
Images Multimedia
India Brand Equity Foundation
KPMG
Ministry of Textiles (India)
Ministry of Textiles (India) (Office of Textile Commissioner)
Moneycontrol
PwC
Raymond Group
Razorpay
Redseer
Reserve Bank of India
Swagbucks
Technopak Advisors
Various sources
Wazir
Welspun
YourLibaas

48