India is emerging as a hub for global lifestyle brands, with 90% of the top 50 global brands active and many others lined up for launch in the country, driven by robust online sales and a burgeoning e-lifestyle market, according to a study.Global consultancy firm Bain &amp; Company and lifestyle e-commerce platform Myntra on Wednesday released a study drawing insights from Bain analysis, secondary research, market participant interviews, and industry sources."India is also a key lifestyle destination for global brands-90% of the top 50 global brands are active in India and half of them already have India revenue greater than USD 30 million. Scaled, global fashion brands in India have demonstrated robust growth, seeing a 20% uptick year-on-year over 2018-23," the study showed.About 50% of global brands have greater than USD 30 million in revenue in India, the study E-Styling India: Decoding India's Online Fashion and Lifestyle Shopping Trends, said. "India's e-lifestyle market has come of age in the last few years, with a diverse shopper base - 2 in 3 online shoppers are from beyond top 50 cities, 1 in 2 are from nonaffluent segments, and 1 in 3 are Gen-Z. There still exists massive penetration headroom. 1 in 5 dollars spent on lifestyle will be online", said Shyam Unnikrishnan, Partner at Bain &amp; Company.

'90% of global 50 brands active in India'

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