Weaving a new India identity: The rise of fast fashion and affordable premium
January 2026
India’s fashion industry is undergoing a structural shift as evolving consumer expectations, wider product access, and value seeking beyond price reshape the market. While growth remains steady, rising affluence and a digitally native generation are transforming consumer mindsets and pushing brands to respond with strategies that go beyond transactional engagement.
Understanding the category shifts and innovation steering the modern shift:
Decoding the new consumer: Triggers to purchase and spending choices
Indian consumers are spending slightly more than last year, but this increase is not just about buying more. Instead of expanding their baskets, they are directing extra spending towards upgrading essentials and improving quality.
Our consumer behaviour index is designed to assess where consumers position themselves on the spectrum across various aspects of purchase behaviour, including spending, fashion upgrades, triggers behind purchase, premium affinity, discovery and conversion.
The index cuts into three main pillars:
- Spending behaviour index
- Fashion purchase trigger index
- Discovery to intent index
