Arnika Thakur

The e-commerce giant is helping mass-market and premium brands reach millions of consumers across India. For the BoF-McKinsey State of Fashion 2025 report, CEO Nandita Sinha explained how brands can navigate through the complexities of this dynamic market.

‘Quick commerce’ apps that deliver products in just 10-20 minutes are already popular in Indian cities with experts predicting double-digit sales growth for the channel in the years ahead.

As Indian men become increasingly fashion-conscious, global luxury brands must adapt to a rapidly evolving market with growing competition from local designers.

Local streetwear brands, festivals and stores selling major global labels remain relatively small but the country’s community of hypebeasts and sneakerheads is growing fast.