Changes in lifestyle of Indian

consumer
 INDIAN FASHION SCENARIO
• In the globalised era, the apparel and accessory segment in
India, like many other traditional product segments, is
undergoing an astounding change of perception.

• Fashion is now an important new sales driver in India, and

domestic and international brands are scrambling to adjust
their designs to cater to the Indian market.

• With mounting western influence, and a focus on revival of

traditional Indian fashion elements, diversity in India sees new
faces.
 INDIAN FASHION
• India has a rich and varied textile heritage.
• Each region of India has its own unique native
costume and traditional attire and accessories.
• In India, the mix of language, food and culture
changes every 80-100km, making it’s fashion
as diverse as the culture and tradition of the
country.
 REGIONAL FASHION
NORTHERN REGION
Jammu and Kashmir -people wear a thick long dress called phiran.This dress is common to both
men and women. The people of Laddhak wear a different dress. The men wear the goucha and
the women wear the kuntop and the bok.
Punjab is famous for its phulkari work shawls that are worn along with tight fitting choli and
ghaghra. Punjabi women wear a popular dress called salwar kameez along with bright coloured
dupattas. Men typically wear a kurta along with a lunghi or pyjama. Punjab is also famous for
its bhangra dress which includes a turla - a fan like adornment on the turban, the paggh - a
turban especially designed for this occasion, kurta - a long and loose shirt, a lungi or chaddar to
be worn around the waist, a juggi - which is a buttonless waistcoat worn around the waist, and
rummal, with is a long and wide scarf worn on the finger.
Haryana The simple yet vivacious lifestyle of this state pulsates as part of their dressing. Women
wear Damaan, Kurti, and Chunder. Daman is an ankle-length skirt which comes in outstanding
colours. Kurti is a shirt like blouse, which is usually white in colour. The chunder is a long
coloured piece of cloth which is decorated with glittery laces. The men usually wear a dhoti
along with a white coloured Kurta. The traditional head gear is called the paghri. The colour of
the male dresses is usually white, which is considered to be a status symbol in society
 WESTERN REGION

Rajasthan -women wear long skirts that reach up to the ankle traditionally known as
ghaghra.. Men wear a turban and angarakha - a traditional dress worn above the waist.
Along with the angarakha, dhotis or pyjamas are common to cover the lower part of the
body. White dhotis are the norm, but people also wear silk dhotis with zari borders.

Maharashtra -Men wear a dhoti and shirt along with a head dress that is popularly known as
a "pheta". The women wear sarees with a short sleeved choli (blouse). The sarees are
typically worn tucked between the legs and are usually 9m long.
Gujarat A common type of dress worn by men in the rural areas is called 'chorno' for the
lower part of the body. A 'kediyu' or angarakhu is used to cover the upper part of the
body. Also included is a 'phento' or turban. Women in villages usually wear the chaniyo,
which is a coloured petticoat, which is often embroidered with abhala, or round glass
pieces. For the upper part of the body, women wear a bodice called the choli. Along with
this dress is the odhani which is used to cover the head.
 EASTERN REGION
• West Bengal-Though the traditional dress of women in West Bengal is the Bengali saree, a lot
of women also wear the salwar kameez, which they have adopted from the traditional dress of
Punjab. West Bengal is also renowned for its silk sarees and cotton sarees. Men wear the
traditional dhoti and the panjabi. The panjabi is either made of cotton or silk. The dhoti is
worn around the lower part of the body, while the panjabi is similar to the kurta worn as
garment for the upper part of the body.
• Orissa-is essentially a tribal dominated state, is also famous for its sarees with ikat patterns.
The state is also famous for its ikat, bomkai, bandha and pasapalli patterns. Sambalpur and
Cutaki sarees of Orissa are also famous across the country. Behrampuri silks are also very
popular.
• ASSAM-The typical traditional costume of many Assamese women is called the mekhla
chadar. One half of the mekhla is worn as the skirt or a lungi, while the other half called the
chadar is used as the upper body dress for the skirt. A blouse is also worn below the chadar to
complete the dress. The men in Assam usually wear dhotis made of silk. They also wear a
chalang, which is a scarf. Another traditional shirt called the 'sula' is also worn by Assamese
men.
 SOUTHERN REGION

Kerela-The traditional dress of Kerala consists of mundu and neriyathu for both men and women.
Saree and blouse also form a popular alternative as a traditional dress for women. Whle the
mundu forms the lower garment, the neriyathu forms the upper garment. The mundu is hand-
woven which is worn around the hips below the navel. It is generally cream or white in colour.
Andhra Pradesh-The traditional dress of Andhra Pradesh is saree and blouse for women and dhoti
and kurta for men. Some tribals of Andhra Pradesh have their own dresses such as lambadies,
which are famous for their attractive and colourful garments. There are a lot of beads,
sequins and mirror work studded on them. They also wear wide skirts in many bright shades
of red, orange, and blue colours
Tamil Nadu-Women of Tamil Nadu wear a saree which has a special place in the costumes of
Tamil Nadu. These are an essential part of the state's heritage. Of special mention are the
Kanchipuram sarees which are extremely famous throughout the country and abroad. Sarees
of Tamil Nadu usually are of five or six years in length. Some ceremonial sarees are also nine
yards in length. The traditional costume of Tamil Nadu for women is generally the saree and
the blouse, while men prefer to wear lungi or dhoti and angavasthram. However, many
younger people today prefer wearing trousers and shirts instead of lungi and angavasthram
A BLEND OF WESTERN AND INDIAN WEAVES

While traditional clothes are still worn in most of

rural India, urban India is changing rapidly,
with international fashion trends adopted by
the young and glamorous, in the cosmopolitan
metros of India. Today, fashion in India is a
vibrant scene, a nascent industry and a
colorful and exciting world where designers,
models and Bollywood stars start new trends
every other day.
• A huge shift is underway from spending on necessities such as basic food and clothing
to choice-based spending on categories such as branded clothes, lifestyle and
restaurants.

• Branded clothes are becoming de rigueur for the wealthiest Indians. Christian Dior,Louis
Vuitton and Tommy Hilfiger already have a presence in the country. Gucci, Armani and
Versaceare on their way

• Indians have traditionally viewed gold jewellery as a safer way to save than banks. But
young Indians today are likely to see jewellery as a fashion statement, not a savings
plan.

• Fashion awareness is increasing.

• India has emerged as the third most attractive market destination in the world for
fashion apparel retailers
 MAJOR CHANGES
• Individuals are today clear as to what they
consider essential and what they deem luxury.
• The global scene across India shows that the
fashion adaptation is as diverse as the culture
across the country.
• Lastly, India is not only open to western
designer brands but also home to domestic
talent and a long-running royal patronage of
luxury
• Population of youth has increased
• Consumers are no longer sensitive towards
price.
• Influence of role models
• Wide acceptance of e-shopping
FACTORS AFFECTING CONSUMER LIFESTYLE

• Environment of the consumer

• Geographic influences
• Influence of occupation
• Place of purchase
• Creative use of product