“Digital disruptor brands have been growing, especially in certain fragmented categories, at 33% every year since 2019 to $2.4 billion. These new brands focus on underserved sections of the market and created new offerings that focus on design aesthetics, speed to market with new trends and through community engagement, besides value. Their digital-first operating model enables speed and data-led decision-making," it added.
Such labels account for 20% of India’s online fashion market. While a few have currently crossed the ₹100 crore mark in sales, Bain & Co. expects it to grow further and at a fast clip.
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