Denim The Era-Agnostic Fashion Essential

The denim market in India is finally coming of age. The industry is no longer a poor imitation of hip western culture or a limited edition of elitist apparel: they’re becoming both a fashionable art and a major growth industry. While international denim brands like Pepe Jeans, Levi’s, Wrangler, etc., have witnessed rapid growth over last few years, a slew of Indian brands have emerged across all segments of the Indian denim market (premium, medium and value for money).

- Sandeep Kumar

Over the years, denim has single-handedly revolutionised fashion around the globe. In India too, it was denim that brought western wear to the mainstream. In addition, it also tagged along a radical change in urban lifestyle and changed the way the country consumed western fashion forever. Denim as a category in itself is a legend. In the apparel category, it is world’s favourite blue fabric and has an iconic history.

The Indian denim market is exhibiting continuous growth over the years. With new technologies, trends and higher market reach, this sector has promising growth potential. Even in rural areas, denim is becoming highly fashionable with most men and teenager girls opting denim wear over traditional outfits. The denim wear market was around ₹29,203 crore in 2018 and as it is predicted to grow at CAGR of 12 per cent and reach ₹91,894 crore by 2028, as per Technopak Advisors.

The denim market in India is finally coming of age. The industry is no longer a poor imitation of hip western culture or a limited edition of elitist apparel: they’re becoming both a fashionable art and a major growth industry. While international denim brands like Pepe Jeans, Levi’s, Wrangler, etc., have witnessed rapid growth over last few years, a slew of Indian brands have emerged across all segments of the Indian denim market (premium, medium and value for money).