Indian Fashion Retail Expands Size Offerings to Meet Evolving Consumer Demand
Indian fashion brands are increasingly catering to larger sizes, moving beyond limited selections to offer better-fitting apparel. This shift is driven by changing consumer preferences and improved production models.
The Indian fashion retail landscape is undergoing a significant transformation as more digital-first brands address the demand for extended sizing. Historically, plus-size clothing was often confined to a separate, limited section with few style options, leading to a suboptimal shopping experience. Now, companies are approaching this as a design, demand-forecasting, and inventory challenge.
Virgio, a fashion brand founded by former Myntra CEO Amar Nagaram, launched its "Beyond The Curve" line for plus-size women last year. Instead of simply extending existing styles, the collection was developed with customer feedback and co-created with actor Anjali Anand, integrated into Virgio's on-demand production model.
Other brands are also participating. Myntra offers Sztori, Westside has Gia and Diza, TIGC features Hardsoda, and NEWME is preparing a dedicated plus-size range. This trend is significant as the market expands beyond consumers who necessarily need larger sizes. Many shoppers now opt for relaxed fits and oversized silhouettes for comfort, breathability, and layering.
Digitally native brands have an advantage due to their ability to launch smaller collections, analyze real-time data, and build communities around underserved segments. NEWME founder Shivam Tripathi highlights that a single design cannot effectively translate across all sizes. Brands that understand this and develop collections tailored to diverse body types can foster stronger customer loyalty and improve profitability.