Denim Industry in India

Where once Italy and America were the major producers, denim production for the masses has changed the course of making jeans, moving the bulk to China, Turkey, Brazil, India, Bangladesh and Vietnam now.

Denim in India has been growing at a phenomenal pace in the recent years. India’s denim makers have more than doubled capacity because of abundance of cotton and subdued fibre prices over the last five years. New players have come in, and existing denim brands have expanded their operations.

Denim makes up to 35 percent of total textile exports from India and this number is expected to rise to 45 percent of total exports by 2020. Denim industry in India is a big market with a lot of untapped potential.

Denim is now considered a staple product not only in the major metropolitan cities of India, but also in the Tier II and III cities. There is increasing acceptability of denim amongst all strata of the Indian society. However, the top 10 towns that account for less than 10% of Indian population account for almost 50% of domestic denim consumption.

The denim market in India has survived more fashion changes and economic challenges than most categories because only a product this versatile can claim such a success.

What is Denim and How is it Made

Denims are known worldwide for its fit, ease and durability. They have a long history in the world of fashion. Denims come in so many weaves that its fabric is used for practically every occasion. Depending on the composition, denim can stretch, sparkle, or flow; conversely, it can hold a shape steadily, take on any number of colours and fold into myriad pleats and forms as well.

Denim, the favourite fabric of youngsters has come a long way. The consumer’s choice is although unstable and unpredictable, it has yet remained almost the same while selecting denim as a fashion item.

With consumers becoming more environmentally aware, the denim industry in India now seeks to keep up. Cloth manufacturers are offering organically woven denim fabric that has less impact on the environment. Denim fabric stands distinct and well-loved in the contemporary trends as well and has managed to mark its difference amongst the fashion-followers with its trendy, simple yet comfortable styling.

The growing Denim Market in India

Denim today is an undisputable leader of the Indian casual wear market and has started competing with formal categories due to the increasing acceptance of casual clothing at the workplace in India. The option of selecting colours, finishes, looks, wash effects, etc. have tempted the consumer significantly. The availability of stretch denim has helped the category address the challenges created by the demand for fit and comfort as well.

As denim is primarily produced from cotton, there is a perceived non-availability of enough cotton to make the required quantities of denim in the world today. But India being the second largest producer of cotton yarn in the world is still witnessing entrance of more denim fabric manufacturers in the industry.

There was a time when most of the denim industry in India focused on the metros and larger cities for tapping the market opportunities existent within this category. The scenario has changed substantially in the recent years as youth in even smaller cities and rural areas have become more fashion-conscious and aspirational. Denim manufacturers in India are increasing their production and retailers and brands are increasing their penetration in these regions to drive market growth through exploring these untapped opportunities.

The average number of denim items owned by Indian consumer is much lower in comparison to consuming market of the United States, Europe etc. The number is even lower than countries like Brazil and China. This difference in the number demonstrates the huge potential that exists for denim in the domestic market.

Bhaskar Denims, the leading denim fabric suppliers in India believe that as the penetration of denim category and the awareness of denim quality will increase in rural India, their share in market value will start increasing with more number of consumers willing to pay premium for the quality, design and fit. 

Hence, it seems denim fabric products will continue being the most promising category in India’s apparel market for the coming few years and has immense scope for growth still.