The July 2013 report ‘Business Opportunities With Global Brands’ published in Images Business of Fashion (DOWNLOAD HERE) mapped the entry of over 200 global fashion and lifestyle brands into India. That landmark study offered deep insights into brand strategies, market structures, entry modes, and performance metrics—setting a definitive benchmark for industry analysis and reference.
Now, in June 2025, India stands at the forefront of fashion and lifestyle retailing today. This updated analysis revisits the 2013 framework, delivering a category-wise, fully verified review of all global brand entries since July 2013, including structural shifts, and platform-led rollouts via Myntra, Ajio, Tata Cliq, Nykaa, Metro Brands, and Reliance Brands.
Opportunity India 2.0
Since then, India’s fashion and lifestyle retail landscape has continued to evolve rapidly, driven by new brand entries, changing ownership structures, and the rise of digital-first platforms. This brief update presents a category-wise overview of global brand entries into India since July 2013, including key corporate restructurings such as the formation of Aditya Birla Lifestyle Brands Ltd (ABLBL), and the expansion of platform-led retail through Myntra, Ajio, Tata Cliq, Nykaa, Metro Brands, and Reliance Brands.
Analysis
India’s fast-fashion sector has emerged as one of the most dynamic for global brands:
- H&M and Uniqlo have localized product lines for Indian tastes and climates, balancing global design with Indian festivals and seasonal needs. Both brands have built highly profitable store networks, with Uniqlo achieving exceptional profitability through tight inventory control and slow-store rollout strategy.
- GAP’s partnership with Reliance has enabled it to significantly expand store count and reposition as a strong family casualwear brand after its earlier exit from Arvind.
- Asos‘s platform-first entry via Ajio allows it to test the Indian market through e-commerce without heavy upfront investment.
- A&F and Hollister signal India’s growing Gen Z-driven premium casualwear market, using Myntra’s omni-channel strength to reach aspirational young consumers.
- Entry models now universally integrate online-first strategies before larger physical rollouts.
Analysis
The premium and mid-tier fashion space is seeing carefully curated global entries:
- Reliance Brands dominates this space with an aggressive aggregation strategy, signing up European and US mid-tier brands for India expansion.
- Muji continues steady growth with functional lifestyle positioning in India’s urban consumer base.
- Tendam’s Women’secret and Springfield capitalize on Myntra’s omnichannel strength to build early awareness while de-risking physical investment.
- Mid-premium brands increasingly benefit from partnerships with Indian platforms offering end-to-end infrastructure: digital, logistics, offline real estate, and CRM integrations.
Analysis
Footwear and accessories represent some of India’s strongest global expansion categories:
- Birkenstock has achieved exceptional traction as a comfort-luxury label in Indian metros.
- Foot Locker entering via Metro and Nykaa highlights India’s strengthening sneaker culture and multi-brand footwear maturity.
- HeyDude, Toms, Aigner, Gaston Luga, and Charles Tyrwhitt represent highly targeted entries via platform collaborations, driving premium but accessible positioning.
- Metro Brands, Tata Cliq Luxe, and Reliance serve as key local aggregators allowing smooth India scaling for global footwear labels.
- Under Armour’s India business gained sharper control after appointing Underdog Athletics taking as the exclusive distributor and licensee in April 2022.
- Lotto’s long-term exclusive license via Agilitas positions for robust India/South Asia growth, emphasizing manufacturing + supply chain investment. It reflects the broader shift where Indian firms fully control global brand operations through licensing.
Analysis
Beauty is India’s fastest growing global lifestyle segment:
- Nykaa and Sephora are India’s dominant beauty platforms enabling global beauty launches with speed and curated customer segmentation.
- Kylie, Fenty, Laura Mercier serve luxury and Gen Z price bands, while Skin1004 and Korean beauty signal cross-border consumer openness.
- Beauty brands increasingly prefer India as an early-stage launchpad via digital-first models with flexible offline scaling options.
- Niche fragrance brands like Maison Margiela and luxury skincare represent future expansion waves.
Analysis
India’s luxury retail ecosystem has fundamentally matured:
- Reliance’s Jio World Plaza has emerged as India’s flagship luxury destination attracting multiple first-time luxury entries.
- Global brands increasingly view India not just for sales volume but for brand-building, given strong Gen Z aspiration and global visibility.
- Tata Cliq Luxe, Ajio Luxe, and Le Mill enable high-end digital discovery before physical stores open.
- Luxury entry models now blend curated mall precincts, digital-first marketing, influencer collaborations, and concierge-led offline experiences.
Structural Realignment: ABLBL & Reebok
- ABFRL spin-off (April 2024): Established Aditya Birla Lifestyle Brands Ltd (ABLBL), managing Louis Philippe, Van Heusen, Allen Solly, Peter England, Reebok, American Eagle, and allied inner/sportswear lines. Funded via ₹2,500 cr equity infusion (₹1,000 cr debt).
- Reebok India now fully managed by ABLBL, with license via Authentic Brands Group across retail, wholesale, and online.
Implication
The realignment allows focused capital allocation, operational efficiency, and scale-focused category management within Indian lifestyle fashion.
Analysis
Shein’s India re-entry is a major global experiment:
- The local manufacturing model via Reliance enables both regulatory compliance and rapid inventory turns.
- Shein’s ultra-fast fashion model benefits from Reliance’s supply chain capabilities and data localization.
- This partnership signals how India’s fashion ecosystem is also evolving into a global supply chain hub.
Strategic Analysis – Key Takeaways
- Omni-channel is now default: Global brands are uniformly adopting digital-first models supported by efficient offline scaling.
- Fast fashion expands carefully: Brands like Uniqlo and A&F balance profitability with cluster-based store openings.
- Luxury market gains structure: Jio World Plaza and digital platforms redefine luxury discovery and ownership.
- Beauty takes flight: Nykaa and Sephora drive beauty category diversification across price tiers.
- Footwear shows deep maturity: Chains like Metro Brands and Titan build wholesale bridges for global brands.
- Platforms like Reliance, Myntra, Ajio, Nykaa remain pivotal.
- ABLBL realignment provides long-term lifestyle growth focus for Aditya Birla’s lifestyle brands.
Key Industry Outlook:
- Tier-II and Tier-III market penetration will drive volume growth.
- Sustainability and circular fashion will become major differentiators.
- Experience-first store formats will define future malls and high streets.
- India’s hybrid global entry models will serve as templates for many emerging markets globally.
Conclusion
The 2013 Images BOF report projected India’s promise. This 2025 update documents how global fashion & lifestyle brands have capitalized on that promise—navigating platform-led entries, joint ventures, structural realignments, and strategic partnerships across segments.
India today isn’t just absorbing global fashion—it is actively shaping how global brands approach emerging markets, set entry benchmarks, and create multi-dimensional consumer ecosystems. With platform power, digital depth, luxury infrastructure, and consumer evolution all converging, India’s fashion & lifestyle market stands poised to define global best practices in fashion business for the decade ahead
