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.
