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In conclusion, India’s unique geography, rich natural resources, and technological advancements offer both opportunities and challenges for foreign apparel and textile businesses. The country’s diverse landscapes and varying climates create a dynamic environment for fashion companies, with different regions having distinct fashion preferences. India’s established textile industry, combined with its rapidly growing e-commerce sector, presents new avenues for engaging with a wide customer base. To succeed in this diverse and competitive market, multinational corporations must understand the regional differences that shape consumer behavior and adapt their strategies accordingly. This approach will help them meet local demands while capitalizing on India’s vast economic potential.

India’s import and export trade policies affect the buying process for both consumers and businesses. The government has taken steps to make buying goods from other countries easier, such as through trade agreements and tariff reductions. For example, India has signed free trade agreements (FTAs) with countries like Japan, South Korea, and the ASEAN nations, which help reduce costs for businesses importing goods from these regions (Singh, 2023). These agreements make it easier for companies to access raw materials and products, often at lower prices, which can lead to cheaper options for consumers. On the other hand, India has also imposed tariffs and restrictions on certain imports to protect local industries. For example, there are high tariffs on goods like textiles and agricultural products to encourage domestic production (Ministry of Commerce and Industry, 2024). This can make imported goods more expensive and less competitive compared to locally made products. However, the government also offers incentives for exports, such as tax rebates, which help Indian businesses sell more products abroad, improving the balance of trade and creating more opportunities for domestic buyers to access foreign goods.

The buying experience in India has also been influenced by growing e-commerce. With online shopping becoming increasingly popular, consumers are buying more imported products from international websites like Amazon and Alibaba. The ease of buying directly from these platforms has helped Indian consumers access global products without the need for intermediaries (Gupta, 2024). However, buying goods from international markets still faces challenges such as customs duties and longer delivery times, which can add extra costs to the final price of imported goods. Despite these hurdles, India’s growing focus on trade liberalization and digital commerce is improving access to a wider range of products for consumers. According to the India Brand Equity Foundation (IBEF, 2023), online retail is growing rapidly, and the rise of digital payment methods is making it easier for consumers to purchase goods from abroad. Additionally, a report by the World Bank (2023) highlights how India’s digital economy is helping connect consumers to global markets more efficiently, despite logistical challenges like delivery delays and tariffs.

Figure 3: “India’s E-commerce Booming: Fashion Leads the Charge.” BHARDWAJ, R. 2024

India’s garment and textile business is thriving, combining traditional craftsmanship with modern selling techniques. “India is the 5th largest producer of technical textiles in the whole world with a market size of nearly $22 Bn, which we hope to build up to $300 Bn when we turn 100 by 2047” (Invest India, 2022). “To avoid the low-middle income trap, India needs to focus on economic reforms and active and dynamic policy interventions across sectors of the economy” (fibre2fashion, 2024). The expanding middle class and increasing disposable incomes are driving higher demand for both international and local fashion brands. “India’s textiles sector is one of the oldest industries in the Indian economy, dating back to several centuries. The industry is extremely varied, with hand-spun and hand-woven textiles sectors at one end of the spectrum, with the capital-intensive sophisticated mills sector at the other end” (IBEF, 2022). As consumers become more aware of global trends, they are actively seeking stylish, high-quality clothing, which has spurred the industry’s growth. This blend of traditional and modern styles has created a diverse market that caters to a variety of tastes and preferences.

The distribution environment in India is continuously changing, with a combination of physical storefronts and online platforms influencing the retail experience. “E-commerce is revolutionizing the fashion landscape in India, making it more accessible and exciting than ever before. Fashion trends are no longer confined to high-end boutiques in major cities; now, with just a few clicks, consumers can explore and purchase from a vast array of high-end and value brands from the comfort of their homes (Gupta, 2024). Major online shops such as Flipkart and Amazon are gaining popularity, offering buyers a wide range of options and convenience to buyers. “ The Indian online fashion retail market is experiencing significant growth due to increasing mobile penetration and the widespread use of social media. Social commerce, a new e-commerce trend, is revolutionizing the industry by enabling consumers to buy and sell products directly through social media platforms. According to PR Newswire, “AI-Driven Transformation, Online Fashion Retail Market in India to Grow by USD 51.8 Billion (2024-2028) Amid Rising Internet and Smartphone Use” (2024), states that the Indian online fashion retail market is rapidly expanding, and this growth is largely due to increased smartphone usage and the popularity of social media. According to recent trends, social commerce is changing the way people shop by allowing consumers to buy and sell products directly through platforms like Facebook, Instagram, YouTube, Pinterest, and Snapchat. This makes shopping easier for customers since they can find and purchase fashion items right from their social media feeds. However, actual businesses continue to play an important role, allowing people to try on clothes and experience things directly. Retailers are using technology to simplify supply chains and enhance inventory management, ensuring that popular goods are always accessible. This combination of traditional and modern shopping is pushing forward, setting it for long-term success on a global scale. Figure 3 (India’s E-commerce Booming: Fashion Leads the Charge, 2024) illustrates various methods for attracting customers through social media, websites, apps, and physical stores. If customers receive their items and are not satisfied, they have the option to return them either in-store or by mail. BHARDWAJ mentions that e-commerce fashion brands should regularly monitor and evaluate key performance indicators (KPIs) related to reverse logistics, such as return rates, processing times, and customer satisfaction scores. By carefully analyzing these metrics, brands can identify areas for improvement and take action to enhance their services. This approach allows them to stay in tune with market trends and evolving customer preferences.  Regularly reviewing these KPIs helps brands remain agile and competitive in the rapidly changing fashion industry.

India’s textile and apparel industry is one of the largest in the world, combining ancient traditions with modern techniques. The country is known for its high-quality fabrics such as cotton, silk, and wool, and produces a variety of products, including garments, home textiles, and industrial fabrics. The Indian textile industry is an essential part of the global supply chain, contributing significantly to the country’s economy and providing jobs to millions. Around 45 million people are employed in this sector, making it one of the largest employers in India (Ministry of Textiles, 2013). The industry also supports many other related sectors, including agriculture, dyeing, and retail. Despite its historical significance, the Indian textile industry faces challenges such as low labor productivity and outdated technology. While productivity improved slightly between 1990 and 2000, there is still a need for greater investment in technology and infrastructure to compete in the global market (Ministry of Textiles, 2013). India’s textile sector has a rich heritage of handcrafts, including intricate weaving and dyeing techniques, which continue to be practiced in various regions. These traditional techniques, combined with innovations in fabric production, have made India a leader in both domestic and international textile markets (Kumar & Singh, 2021). The growth of e-commerce has also boosted India’s apparel exports, with brands selling globally through online platforms.

Figure 4: (Types of Fabrics Used in India | All Details & Images, 2024)

India is one of the largest producers of fiber in the world, with cotton being the most important fiber grown in the country. Cotton is a key raw material in the textile industry and supports millions of farmers and workers across India (Kumar & Singh, 2021). India produces around 6 million tons of cotton annually, making it the largest cotton producer after China (World Bank, 2022). Besides cotton, India is also known for its production of silk, jute, and wool. Silk, particularly produced in states like Assam and Karnataka, is highly valued both domestically and internationally for its quality (Jain, 2020). Jute, often referred to as the “golden fiber,” is another important fiber grown in India, especially in West Bengal, and is used in making bags, carpets, and various eco-friendly products (Sengupta, 2021). Figure 4 shows linen types of fabrics produced in India, highlighting the country’s diverse textile industry.

The growth of synthetic fibers, such as polyester and nylon, has also seen a rise in India in recent years, as they are cheaper to produce and cater to the increasing demand for affordable clothing. India is one of the largest producers of synthetic fibers in the world, which has contributed to the country’s strong textile export market (Sharma & Verma, 2022). However, the environmental impact of synthetic fibers, especially their non-biodegradability, has raised concerns, leading to a push for more sustainable and eco-friendly alternatives in the fiber industry (Singh, 2023). As the global demand for sustainable textiles increases, India is making efforts to develop more sustainable fiber production practices.

India’s labor market is distinguished by a diversified workforce and varying work cultures across regions and industries. “The code also introduces penalties for violations, such as paying less than the minimum wage or gender discrimination in recruitment and remuneration” (India’s New Labor Codes Enactment Status and Delayed Implementation  – India Guide | Doing Business in India, 2023). Many industries rely significantly on manual labor, which typically entails long hours and difficult circumstances. While traditional activities like hand-weaving are encouraged, workers may confront difficulties such as poor salaries and job instability. Because the majority of the workforce is informal, many employees lack access to fundamental rights and benefits, making it difficult for them to raise concerns or negotiate improved working conditions (Sil, 2022). Furthermore, many manufacturing environments require employees to work overtime without salary, which can contribute to high levels of stress and burnout. “An international labor office would collect statistics on labor issues and enforce the new international laws (LABOUR LAWS in INDIA, n.d.). This shows that enforcing regulations aims to promote better working conditions, protect workers’ rights, and address various labor challenges on a global scale.

“The International Labour Organisation (ILO) was one of the first organizations to deal with labor issues. The ILO was established as an agency of the League of Nations following the Treaty of Versailles, which ended World War I” (LABOUR LAWS in INDIA, n.d.). The ILO was formed following the Treaty of Versailles, which was the agreement that officially ended the war. The ILO’s mission has been to promote fair labor standards, improve working conditions, and protect workers’ rights globally. The Indian government has taken steps to reform labor laws and worker protections through different policies. The 2019 Wage Code intends to secure equitable compensation for all workers, while the Industrial Relations Code strives for easier dispute settlement and protect labor rights (India’s New Labor Codes Enactment Status and Delayed Implementation  – India Guide | Doing Business in India, 2023). However, issues remain, such as maintaining compliance in both the formal and informal sectors. “Labour Laws emerged when Employers tried to restrict the powers of Workers Organisations & keep labor costs low” (Sil, 2022).  Despite advancements, many workers continue to experience exploitation and poor working conditions. By restricting the power of these organizations, employers hoped to maintain control over working conditions and costs. Labor laws were thus established to protect workers’ rights, ensuring they could organize, negotiate better pay, and advocate for safer working conditions. In essence, these laws serve to balance the power between employers and employees, promoting fair treatment and rights in the workplace. The continuous transition to more formal employment arrangements is critical for India’s economic growth and labor force well-being, as the country strives to balance traditional customs with contemporary labor rights and safeguards.

Figure 5: (Types of Fabrics Used in India | All Details & Images, 2024)

Indian culture is deeply rooted in its history, religion, and social structure, and it is shaped by the country’s large and diverse population. India is known for having a collectivist culture, where people tend to prioritize the needs of the community over individual desires (Nelson et al., 2006). This cultural trait makes it harder for individuals to separate themselves from the group. Indians also tend to admire and follow successful figures, such as celebrities, which makes them vertical collectivists (Nelson et al., 2013). Each region in India has its own distinct culture, which is reflected in its language, traditions, and clothing. For example, people in the north may have different customs and languages compared to those in the south. Despite these regional differences, the country follows a unified legal system, and its cultural diversity is celebrated by its people.

The Indian culture is also closely connected to its religious beliefs, which vary across the country. Religion, such as Hinduism, Islam, and Christianity, plays an important role in daily life, shaping traditions, festivals, and even food preferences. The country’s cultural richness is showcased in its art, music, dance, and festivals, which are celebrated with great enthusiasm. For example, Diwali, Eid, and Christmas are major festivals that bring together millions of people across the country. Indian culture is also increasingly influencing the global stage, with Bollywood films and Indian fashion gaining worldwide popularity (Bansal, 2021). This cultural vibrancy reflects India’s history and traditions, creating a unique identity that the world can learn from and appreciate.