Since stepping into India’s retail landscape in 2019, Japanese apparel giant UNIQLO has steadily deepened its presence in the country. The brand has carved a niche for itself worldwide with its minimal yet functional clothing rooted in its LifeWear philosophy.
With 15 stores in India and counting, the brand is now gearing up for its next phase of expansion in the country. More than that, UNIQLO is scaling deeper into the Indian market while reinforcing its commitment to community impact.
As part of this commitment, UNIQLO has partnered with Plan International to launch its first vocational skill centre in India. Located in Dwarka Delhi, this skill centre aims to provide skill development opportunities for 2700 underprivileged youth to help them secure better employment opportunities.
In an exclusive conversation with Images Business of Fashion, Kenji Inoue, CFO & COO of UNIQLO India, shares the brand’s localisation playbook, ambitious expansion roadmap, and how purpose-led initiatives are helping UNIQLO connect with the Indian consumer on a deeper level.
Excerpts from the chat…
UNIQLO entered India in 2019 and has expanded gradually—what has been the brand’s biggest learning from the Indian market so far?
When UNIQLO entered India in 2019, we quickly saw how similar the market is to global trends, especially with our focus on daily essentials. Our best-selling categories in India mirror those that perform well globally.
However, we’ve noticed a strong preference for value for money here, with a particular focus on quality and functionality. Indian consumers also have a keen eye for detail, especially in fabrics and finish, which has helped us tailor our approach to better meet their needs.
How do you see the Indian fashion retail market evolving, and where does UNIQLO position itself within it?
India’s fashion retail market is evolving rapidly, driven by rising income levels, increasing urbanisation, and a young, fashion-conscious population. Today, customers aren’t just looking for trends—they want pieces that fit their lifestyle, last longer, and offer real value. At UNIQLO, we offer high-quality, functional, and timeless clothing that meets these needs, and seamlessly fits into people’s daily lives.
Explain your store expansion strategy in India? Are there specific cities or regions that UNIQLO is targeting next?
Since entering the Indian market in October 2019, we have received a very positive response from Indian customers, both at our stores and on our e-commerce platform.
To date, we have opened 15 brick-and-mortar stores in India, and we see tremendous potential to continue growing along with the community.
Simply put, we aim to become the number one brand in India, and will continue working towards making UNIQLO LifeWear accessible to even more customers.
UNIQLO is known for its focus on LifeWear and functionality. How do you localise this approach for Indian consumers? Are there any India-specific product innovations or collaborations in the pipeline?
India is a key market for us, and we see significant growth potential here as part of our global strategy. Wherever we operate, a fundamental of our business is that we tailor our product mix to local conditions. In Mumbai, for instance, we feature more linen and AIRism collections to suit the tropical weather. In Delhi, we emphasise warmer items like HEATTECH during the colder months. This regional approach ensures that our products meet the specific needs of local customers.
In terms of local collaborations, before officially entering India in 2019, we partnered with Delhi-based designer Rina Singh of Eka. This collaboration led to the creation of the Kurta Collection, merging UNIQLO’s minimalist design with the functional elegance of the traditional kurta, embodying the LifeWear philosophy.
More recently, in 2024, our UTme! India Art Project showcased T-shirts and tote bags designed by emerging Indian artists. The collection celebrated India’s rich cultural and artistic traditions while showcasing talented young artists. These collaborations exemplify our commitment to combining global design sensibilities with local creativity, offering pieces that resonate with Indian customers.
What are UNIQLO’s long-term business objectives in India over the next five years?
UNIQLO aims to become the number one customer trusted brand in India. Our strategy is focused on bringing our LifeWear to more and more people across the country. To achieve this, we will continue to offer high-quality products that meet the everyday needs of Indian customers, prioritising versatility, comfort, and durability.
What motivated UNIQLO to partner with Plan International for this vocational training initiative in India? Can you elaborate on your initiative?
At UNIQLO, we are driven by our LifeWear philosophy, which aims to make life better for everyone. This is expressed not only through our clothing but also through our global sustainability and community engagement initiatives that prioritise people, the planet, and society.
Our partnership with Plan International on the new Job Oriented Vocational Training Centre is one such example. For this skill centre project – our first social contribution project in India – UNIQLO seeks to further invest in and contribute to India’s economic prosperity. In partnership with Plan International, the project will equip underprivileged young people with the essential skills needed to thrive in today’s job market. It’s a part of UNIQLO’s broader, global commitment to making a positive impact in the communities where we operate.
How does this initiative fit into UNIQLO’s broader PEACE FOR ALL campaign?
Our PEACE FOR ALL initiative is the source of our donation to Plan International that funds this skill centre project. Through PEACE FOR ALL, all profits from the sales of UNIQLO’s charity T-shirts are donated to international aid organisations, which in turn use the funds for targeted development projects globally. So far, this initiative has raised more than US$12 million over two-and-a-half years, and we will continue to raise donations for other initiatives such as the Job Oriented Vocational Training Centre.
Are there plans to scale this initiative beyond Delhi in the future?
While this initiative is currently focused in Delhi, we are always exploring opportunities to expand and reach more communities. The success of the Job Oriented Vocational Training Centre in Delhi will provide insights that will guide any future expansion plans. Our goal is to ensure the project is impactful and sustainable before considering replication in other cities. That said, UNIQLO is always committed to making life better for everyone – both through our clothing and our community contributions – and we will continue to seek opportunities to contribute to Indian society in other forms, too.
How will UNIQLO measure the success and impact of this three-year initiative? Does UNIQLO plan to absorb any of the trained individuals into its own retail ecosystem in India?
Along with Plan International, we will measure the impact of this project through several metrics, including the number of participants trained, their success in securing employment / entrepreneurship opportunities, and the overall improvement in their quality of life.
Plan International’s deep expertise in working at grassroots level with the underprivileged community will help us to assess the project’s impact on the Saksham trainees and their families, and to ensure that we are making a lasting difference in the lives of young people.
The goal of this project is to not only provide specific technical skills, but also the soft skills that will help participants secure sustainable livelihoods and become active contributors to nation building. In the long term, we will explore opportunities at our stores and factories for some participants of the program, giving them hands-on industry experience.
