From Lush to Lululemon: Why global retailers are scrambling for Indian shoppers

Subscribe to enjoy similar stories. NEW DELHI : Global fashion and personal-care brands are scrambling to enter India, attracted by rising affluence and evolving consumer aspirations in the world’s fastest-growing major economy, even as demand cools in other key markets. Large international clothing labels such as COS, Bershka, Next, and G-Star Raw, and cosmetics brand Lush have entered the Indian market over the past year.

Canadian athleisure Lululemon and American contemporary clothing retailer Abercrombie are set to commence retail operations next year—a sign of intensifying competition for affluent urban consumers in India. Industry executives said more brands are likely to rush in, as demand in several global markets plateaus. Last month, British brand Lush, known for its soaps and bath bombs, returned to India via a licensing arrangement with Bilberry Brands India.

Vishal Anand, founder and chief executive officer (CEO) of Bilberry Brands India Pvt. Ltd., said India remains underserved in key segments, particularly accessories and women’s western wear, explaining the strong consumer demand that's prompting more international retailers to enter the market. “India has historically had fewer international brands than a market of its size.

The opportunity is especially strong in women’s western fashion and accessories, where the range of global labels has remained limited. As better-quality retail spaces emerge, the market becomes even more attractive for foreign players." Anand, who previously worked at Myntra and Calvin Klein in India, told Mint. The fashion market has for years focused largely on men’s western wear, with fast-fashion brands such as H&M and Zara entering only in the last decade, he said.