Accessible premium reshapes India’s fashion market with a shift in consumer mindset leaning towards quality experience versus only cost: Deloitte India

• Premium fashion remains aspirational, with most premium purchases timed around discounts or special occasions
• Mid-premium apparel (INR3,500–7,000) is among the fastest-growing segments, expected to post a CAGR of ~25 percent, while premium apparel is projected to post over 45 percent CAGR
• ~40 percent of consumers have tried new fashion brands in the past year, driven primarily by trusted recommendations and accessible price points
• ~30 percent of shoppers cite sensory and in-store experience as a key influence in fashion purchase decisions
  

National, 28 January 2026: 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 percent 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.

Experience is also becoming a defining factor in fashion retail decisions. About 30 percent 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 INR3,500 and INR7,000, is emerging as one of the fastest-growing segments, with a CAGR of approximately 25 percent. Premium apparel is projected to grow even faster, at over 45 percent 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.

About the report

Weaving a new India identity: The rise of fast fashion and affordable premium, is based on a nationwide consumer survey of over 600 respondents across metros, tier-1 and tier-2 cities, supplemented by Deloitte’s market and industry analysis. The report examines evolving consumer behaviour across apparel, footwear and accessories, and outlines strategic implications for brands and retailers operating in India’s fashion ecosystem.