In the past year, Indian shoppers have got into buying clothing online in a big way. The division by gender is around 70% male to 30% female, with retailers focusing on social media to reach out to women who are a growth market for all forms of retail in India. Global clothing companies are rushing to get into this market, especially to bring their retail expertise to many customers who live in small towns, villages and the hamlets or rural India.
Casual apparel has the second highest seller online in India: ahead of books and DVDs. India’s ‘internet population’ has moved into e-commerce with ease: the nation has around 10 million online shoppers, a market that is growing at 40-45%, compared to the global rate of around 8-10% growth. eBay India retails a garment every seven minutes – many of which are sports shoes and clothing with Adidas and Reebok featuring highly in the popularity stakes.
Children’s wear is also a rapidly growing market with Indian mums investing in clothes and shoes, along with feeding bottles, buggies and toys. Menswear is growing too:one company that sells work shirts at under 900 rupees each has sold 2,500 shirts since it launched in August and is expecting to sell 5,000 collared shirts a month in 2012.
Personalised workout clothing is a big seller, with monogrammed hoodies and polo-shirts being a regular purchase by individuals and as presents or to commemorate work events such as promotions or anniversaries, which are popular celebrations in Indian culture.