Primary Markets & Factors Driving Growth

Metropolitan cities like Mumbai, Delhi, and Bangalore are primary markets, but significant growth is also being observed in Tier-II and Tier-III cities like Jaipur, Bhubneshwar, Bhopal, etc. 

Factors contributing to this growth include rising disposable incomes, urbanisation, lifestyle upgradation, awareness and a growing middle class altogether. The market is segmented into formal wear, casual wear, ethnic wear, and accessories, each with its distinct trends and customer base.

Shifts in Consumer Trends

Modern Indian men are increasingly fashion-conscious and brand-aware. Influenced by global fashion trends and social media, they seek high-quality, stylish, and exclusive products. There is a noticeable shift from going basic to opting for high end looking, luxe and more contemporary styles, meanwhile ethnic wear remains significant for special occasions. Consumers are willing to invest in more premium brands that offer superior craftsmanship, a unique identity and adds to personal aspirations as well.

Key trends that are shaping the luxury menswear market in India are: 

• Customisation: There is a growing demand for bespoke and personalised clothing, offering perfect fit and unique designs.
• Sustainable Fashion: Conscious consumption is on the rise, with consumers preferring brands that adopt sustainable and ethical practices.
• Minimalist Aesthetics: Simple, clean, and understated designs are preferred, reflecting a move towards minimalism.

Also, the proliferation of e-commerce platforms has made luxury menswear more accessible. Websites like Tata CLiQ Luxury, Darveys, Ajio Luxe, Myntra Luxe, etc. offer a curated selection of international and domestic luxury brands. Iconic Fashion India follows an omnichannel approach, integrating online and offline experiences, has become pivotal for brands to engage with customers effectively.

The Future

Brands that can effectively blend global fashion trends with local tastes, while also addressing sustainability concerns, are likely to succeed. Innovations in fabric technology, personalised shopping experiences, and a focus on craftsmanship will further drive the market.

With the addition of this sustainable collection, the brand is solidifying its commitment to transparent supply chain practices that prioritize fairness. The move is expected to make an impact not only in the fashion industry but also in terms of sustainability.

During the launch event, Ms. Alvira Khan Agnihotri, Managing Director of Being Human Clothing, honored the farmers from Gujarat and Tamil Nadu who grew the Fairtrade certified cotton used in the collection.

Mr. Sanjeev Rao, CEO of Being Human Clothing, highlighted the significance of the initiative, stating, “Our ‘Being Conscious’ Range will offer a responsible style statement to its consumers. This is the first time a brand is launching an entire Fairtrade wardrobe of Polos, t-shirts, shirts, and Chinos.”

Mr. Abhishek Jani, CEO of Fairtrade India, expressed his support for the initiative, saying, “This Fairtrade certified ‘Being Conscious’ clothing collection extends their commitment to the society and the environment, delving deeper into the supply chain, aligning with the Sustainable Development Goal 12, which is Responsible Consumption and Production. These farmers receive a better price, fostering sustainability in agriculture, environment, and society.”

The new line-up focuses on sustainability, responsible sourcing, and fair labor practices. Customers who purchase items from the Being Human Fairtrade collection will contribute to the Fairtrade Premium earned by the farmers’ organization.

The fashion industry’s environmental and social impact is a growing concern, and Being Human aims to play its part in promoting sustainable fashion. The Fairtrade Certified and Labeled collection adheres to strict social and environmental sustainability standards throughout the manufacturing process, ensuring better compensation to farmers and prohibiting harmful pesticides and child labor.

Aishwarya Sharma has become a valuable addition to PUMA’s community of forward-thinking individuals, as part of the year-long project aimed at advancing the company’s sustainability endeavours by collaborating with young environmentalists. Hailing from Delhi, India, Aishwarya brings a strong commitment to driving change within the fashion industry towards greater sustainability. She has gained recognition for her advocacy on issues related to women’s rights, fashion, social media, and climate change, with notable appearances at events like COP27.

Launched in April of this year, PUMA’s initiative empowers a select group of Young Voices, providing them with a platform to contribute to the brand’s sustainability agenda alongside prominent stakeholders.

Till date, PUMA’s Young Voices have engaged in substantive dialogues with key figures within the company to discuss progress and challenges related to PUMA’s FOREVER BETTER Sustainability Strategy. They have also produced PUMA RE:GEN Reports and a podcast series designed to engage younger generations on matters of sustainability and PUMA’s 10 FOR 25 sustainability targets. The development of the podcast series was a direct response to consumer feedback gathered at PUMA’s Conference of the People event in 2022, which indicated a need for more engaging sustainability communications targeting the next generation.

In the latest evolution of the project, Aishwarya Sharma will collaborate with PUMA’s existing Young Voices, which includes:

• Andrew Burgess, a US-based upcycler.
• Luke Jaque-Rodney, a Germany-based sustainable living vlogger.
• Jade Roche, a France-based visual artist and creative consultant.

Starting this September, Aishwarya Sharma’s role within PUMA’s Voices of A RE:GENERATION initiative will involve a comprehensive exploration of sustainability opportunities and challenges faced by the brand. She will provide recommendations for actionable change and will also work closely with PUMA to enhance the way sustainability is communicated to the Indian audience.

Commenting on the announcement, Aishwarya stated: “My passion as a sustainability advocate lies in increasing awareness. Being able to have a voice in how PUMA communicates sustainability is also a great opportunity to drive change and set a precedent across the industry, and I’m very much looking forward to that.”

About PUMA:
PUMA is one of the world’s leading sports brands, renowned for designing, developing, selling, and marketing footwear, apparel, and accessories. For 75 years, PUMA has been at the forefront of advancing sport and culture by creating fast products for the world’s fastest athletes.

PUMA offers performance and sport-inspired lifestyle products across categories such as Football, Running and Training, Basketball, Golf, and Motorsports. Collaborations with renowned designers and brands further integrate sport influences into street culture and fashion.

The PUMA Group comprises brands including PUMA, Cobra Golf, and stichd. The company distributes its products in over 120 countries, boasting a global workforce of approximately 20,000 people, with its headquarters located in Herzogenaurach, Germany.