E-commerce enables Indian inspired fashion to make a global footprint: Alibaba.com

Alibaba.com recently said Indian SMEs are witnessing a shift in demand for Indian ethnic wear and jewellery from international markets via e-commerce. With Hollywood celebrities and global fashion labels taking India inspired attire and accessories onto red carpets, Indian businesses have noticed an increase in buyer interest from new foreign markets.

“We saw a whooping 60-70 percent increase in our sales this year compared to last,” said Subhash Jain, owner of Rajshri Fashions in Chennai. He has been listing his range of Indian traditional apparel and jewellery online on Alibaba.com for the past four years. “The enquiries we receive are no longer restricted to countries like the US and those in Europe. We’re now seeing growth from countries like Libya, Malaysia and Singapore, amongst others.”

According to Apparel Export Promotion Council (AEPC) export data, Indian apparel exports increased by 12 percent in March 2013. The Clothing Manufacturers Association of India (CMAI) also forecasts that the Indian apparel market will grow annually at 13-15 percent by 2020, and believes the trend for Indian inspired garments is here to stay.“Up until last year, we saw some resistance with international buyers for some designs but since fashion designers of global repute have adopted Indian patterns and motifs, we have seen this resistance dissolve,” said Mayank Goyal, Masterpiece Jewellery CEO. “Our global buyers, are fascinated with Indian jewellery. E-commerce has made it possible for us to showcase our designs and capitalise on the evolving market demand.” Based in Aligarh, Goyal’s business manufactures and exports all types of jewellery around the world. They saw a 30-40 percent increase in sales this year from countries like Germany, UK and the US for their jewellery lines.

Topdot Nxt-G, an exporter and manufacturer of high fashion garments specializing in designer kurtis, tunics & kaftans, also claims to have grown 15 percent in their sales compared to last year. They are also seeing more enquiries and sales from countries like the US, Singapore and Malaysia and a growing demand from Indonesia, Pakistan, Sri Lanka and Brazil.

Commenting on the shifting trend, Khalid Isar, country general manager, Alibaba.com India, said, “Now, different parts of the world have started to take notice of Indian textile and jewellery. This is helping Indian SMEs on our platform tremendously. E-commerce plays a pivotal role in opening doors to the global market.”