Published
Nov 22, 2018
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Fusion wear fashion set to be worth $3.4 billion by 2020

Published
Nov 22, 2018

The Indian fusion wear market will be worth $3.4 billion (Rs 22,619 crore) by 2020, double what it was worth 2017, a report from the BBC has predicted.


The Indian fusion wear fashion market is expected to reach $3.4 billion by 2020 - House of Masaba- Facebook


Fusion wear, or clothing that mixes together traditional Indian and modern Western styles, is going from strength to strength in India on runways and highstreets alike. The concept has proven to be both commercially successful and a growth driver for many brands.

In the latest BBC Travel Show released on November 21, the show’s host Cat Moh travelled to Delhi to investigate the fusion wear market. Moh visited the workshop of the brand Shantanu and Nikhil which is known for its high fashion fusion wear. Nikhil Mehra helped Moh to make her own fusion wear creation and showed that, more than a trend, fusion wear has become a category of its own.

The number of successful fusion wear brands in India is constantly increasing and brands known for the aesthetic such as House of Masaba are expanding swiftly, with Masaba Gupta’s brand popping up in many metros. The Indian fashion and beauty industry appears to be embracing its desi roots with handloom textiles and Ayurvedic beauty products booming country-wide.

This increased desi pride in the fashion and beauty industry is reinforced by the Union Government’s “Make in India” campaign that is working to increase domestic production of textiles among other products. Khadi has been made exempt from the Goods and Services Tax (GST) and handloom textiles are being promoted across the board. With government support and a keen market, it does not seem likely that the fusion wear market will stop growing any time soon.

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