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.