The world's biggest names are racing to enter India
From Spanish fast fashion label
Bershka
to Korean skincare player Sungboon Editor, a host of global names are eyeing India. A young, tech-savvy population is reshaping how households discover and engage with brands, and this shift — which accelerated after the pandemic — shows no signs of slowing down despite global economic uncertainties.
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Earlier this week, Canada's Lululemon announced its intention to enter the Indian market, with a launch expected in the second half of 2026. It joins a growing list of foreign brands planning an India foray. While some companies may delay their entry due to tariff-related uncertainty, their appetite for India remains undiminished. Reliance Retail, for instance, has already launched six international beauty brands in the country so far this year. The rollout of FaceGym, announced recently, will take place by the end of 2025. In addition, fashion brand Shein also made its India debut.
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Number of foreign brands has nearly doubled
Before the pandemic, about 12 global brands entered India each year on average, according to analysts at Cushman & Wakefield. That number rose to 14 in 2023 and has nearly doubled in 2024, with up to 27 foreign brands making their entry into the Indian market, data from real estate firms showed.
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'Given the consumption challenge that we are seeing in developed markets, India is a shining light and has seen a reasonable degree of growth. India's consumption and manufacturing story are different, and brands are keen to enter India,' Bharat Mimani, MD & partner at BCG, told TOI, adding that the most active segments are premium and bridge-to-luxury in fashion.
'The spending capacity of Indians at the premium end is quite sizeable, and brands are increasingly recognising that. From the supply side, there are uncertainties, but most large export companies are holding a positive outlook given progress on FTAs with different countries,' Mimani said.
Many international fashion brands already have sourcing partnerships in India. For those that do not, plans to set up local manufacturing hubs are on the table, helped by local partners once they scale up operations in the country, Mimani added.
Companies that are already in the market are also expanding their presence. Danish toy giant Lego, for instance, opened its first exclusive store in India earlier this year in Gurgaon, even though it has operated in the region since 2020. The expansion among global brands signals the emergence of new growth opportunities in the Indian market.
'We see long-term potential in India driven by rising disposable incomes, an evolving toy landscape,' Bhavana Mandon, country manager at
Lego India
, said.
Digital retail platforms such as Tata Cliq, Myntra, and
Nykaa
are playing a crucial role in helping global brands reach a wider consumer base in India. These platforms are particularly valuable in a market where real estate availability remains a challenge. They also serve as ideal channels for launching accessible product categories like perfumes and accessories.
Chanel Beauty and Fragrance, for instance, expanded its reach earlier this year by launching on Nykaa.
'While metro cities are key markets, we are also seeing growing demand for global brands from non-metro markets,' Gopal Asthana, CEO at Tata Cliq, said. Tata Cliq is also partnering with Lululemon for its India entry.
Venu Nair, head of strategic partnerships and omnichannel at Myntra, said the platform would soon be launching American clothing brands Abercrombie & Fitch and Hollister in India. 'Rising affluence, Gen Z customers, and growing demand for global trends are fuelling this momentum,' Nair said.
Global brands are keen to better understand Indian consumers and are tailoring their strategies accordingly, said Kashika Malhotra, CMO at Brandman Retail, which distributes global footwear brands On and Saucony in India and is in talks to bring in more international names.
Building a brand takes time, which means labels must place bets on markets where long-term consumption growth is expected.
'Between 2014 and 2024, emerging markets accounted for 60% of total global consumer products sales value growth. That's going to be 75% in the next decade,' said Nikhil Prasad Ojha, partner at Bain & Company.
The timing of a brand's market entry is partly shaped by geopolitical concerns. But as things stand today, India appears to be benefiting from geopolitical shifts and is seen as being within the sphere of acceptability for many western multinationals, Ojha added.
At the same time, India's domestic retail infrastructure is undergoing change. Traditional shopping malls are being reinvented as experience-driven destinations — a trend that holds particular appeal for foreign retailers eager to build unique and immersive brand environments in India.
Anuj Kejriwal, CEO & MD at Anarock Retail, said the evolution of malls into experience hubs is drawing global brands towards the Indian market.
However, breaking through to higher revenue levels remains a challenge. Ankur Bisen, senior partner at The Knowledge Company, said many global brands operating in India have still not reached the Rs 1,000 crore revenue mark.
(with ToI inputs)
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