India is the new global fashion hub:30 foreign brands enter annually; 45% of purchases from small towns

Spanish fashion brand Desigual is debuting its full apparel collection in India for the first time. Last year, the company only launched bags and accessories, but now its complete clothing range will reach Indian consumers via Myntra. Indeed, India is becoming the preferred destination for global brands. Before the pandemic, an average of 12 global brands entered India annually; post-pandemic, this number rose to 27 in 2024 and reached 30 in 2025. 90% of the World’s Top 50 Fashion Brands Present in the Indian Market Why has India become the top choice for global fashion companies? India’s lifestyle market is worth around $130 billion, with fashion accounting for nearly 80% of it. Approximately 90% of the world’s top 50 fashion brands are either already present in India or are preparing to enter. Is this growth visible in small towns too? According to Myntra, nearly 45% of the demand for international fashion brands is coming from Tier-2 cities. In other words, nearly one out of every three customers is from a smaller town. Are prices dropping with their entry into India? No. Interestingly, most global brands have not entered India to slash prices. SKIMS has maintained its premium pricing. Ben Sherman has also kept its high-end positioning. Meanwhile, some products from Fenty Beauty are selling at higher prices in India compared to overseas meaning companies are not looking for discount hunters in India, but rather premium consumers. Foreign Brands That Have Entered India in the Last Few Years: SKIMS (USA): Kim Kardashian’s shapewear and lifestyle brand is set to enter India on August 5, 2026, in partnership with Reliance Brands. Bershka (Spain): This competitor to the HM Group entered India in 2025 through its first store in Mumbai, its website, and Myntra. Ben Sherman (UK): This British brand made a comeback in India online in 2025 and has now opened its first exclusive store in Surat. Galeries Lafayette (France): This is Paris’s iconic luxury department store concept. It entered the Indian market in partnership with the Aditya Birla Group. OVS (Italy): This leading Italian fashion brand debuted in India in October 2025 with its store at Pacific Mall (Tagore Garden), New Delhi. How the Global Brand Network Was Built in the Country: Reliance Brands has facilitated the entry of over 90 global brands into India, including Balenciaga, Armani, Diesel, and Gap. Aditya Birla Fashion and Retail has partnered with brands like Ralph Lauren, Hackett London, and Fred Perry. Myntra is now an online marketplace for over 500 fashion brands, including Mango, Next, Bershka, and The North Face. Nykaa has brought international beauty and fashion brands like Charlotte Tilbury, The Ordinary, and Revolve to Indian consumers.