* Go Colors lies in the mid-category of price range for brands and has a lot of potential for growth with
bottom-wear being acceptable across consumers of all income segments.

Global Desi has price range starting in the mid-category and going up to premium category.

e H&M has prices starting from mid-category and ranging up to premium category for a few products
from most of the sub-categories.

e  Kurtas and Kurtis, Lehenga Choli of Soch operate in the mid to premium segment. Sarees and blouse
of Soch are available in the premium segment.

In most of the product categories, mid segment contributes a significant share to the total market of that product
category barring ethnic wear in which low value and economy segment also play a vital role.

Mass Segment brands like Rupa, Lux, Prisma have large presence through the unorganised retail channel i.e.
distribution led. In this segment, there is a lot of unbranded play through unorganised retail, and now through
marketplaces like Amazon, Flipkart, Snapdeal.

Growth drivers of Indian Women’s Apparel sector
Increase in the number of Working Women

As the number of women in the working population increases, their demand for clothes increases led by higher
disposable income and need for office wear. Millennial women are financially independent and have independence
of expenditure and tend have the freedom of choice. Hence expenditure by women has increased the share of
women’s apparel market.

A shift towards aspiration rather than need based buying

There has been a shift towards aspirational buying where people purchase items as a sense of financial
achievement and apparel segment is one of the major segments, where there is a high amount of aspirational
buying since women have started becoming financially independent and started earning more from a young age.

Design Innovation in Womenswear

There has been tremendous amount of design innovations in the apparel segment especially in the women’s wear
category where there is now a plethora of options to choose from- Ethnic Wear, Western Wear, Fusion and a large
number of sub-segments within each of these categories like athleisure, lounge wear, innerwear, etc.

Growth in organised retail offering a great shopping experience

Entry of foreign brands, growth of organized retailers and proliferation of mall culture have conditioned the
consumers to the idea of a robust shopping experience with air-conditioned environment, facility of trial rooms,
wider product range, price transparency, quality assurance, on-floor service assistance. Women wear segment has
in the past been predominated by unorganized segment, however, this has been changing and a shift has been seen
towards organized retail with more brands cropping up in the mass, medium and premium segment pricing.

Emergence of E-tailing

The emergence of E-tailing has given a boost to the women’s western wear market. The working women, with
less time to shop, has found an easy mode of purchasing apparel online. COVID-19 gave impetus to the growth
of e-commerce which is expected to become a significant growth driver for the organised market, women are now
more comfortable buying online than before. The flexible exchange policies by brands also helped boost the online
sales as there is the consumer confidence of getting ill-fitted, poor quality clothes exchanged easily. Internet users
have grown at a rate of 14% from 2015 to 2019 with a user base of 560 million in 2019, 90% of which are mobile
internet users, thereby making internet easily accessible. With this installed base, internet has penetrated across
semi urban and rural households bringing them at par with their urban peers as far as access to information is
concemed.

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