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Specialty E-Tailers Are Curating Indian Designers for the Diaspora

Affluent members of the Indian diaspora are underserved by fashion retailers, but dedicated e-commerce sites are not a silver bullet for Indian designers aiming to reach them.
The diaspora represents a lucrative and underserved market, but specialist e-commerce platforms are not a silver bullet for Indian designers looking to tap this diverse customer base spread across six continents.
Model Madhulika Sharma wears a Rohit Gandhi & Rahul Khanna gown for Jessel Taank's US-based e-commerce platform Oushq.com which sells mainly Indian designers. (Sam Gold for Oushq)

Key insights

  • Affluent members of the global Indian diaspora with an emotional connection to Indian talent and design are an underserved segment of the luxury market.
  • Physical multi-brand stores that expanded online and digital-first platforms now jostle for space in this diverse and complex market.
  • E-tailers looking to better serve the diaspora are adding more value through VIP concierge services, enhanced curation and unique experiences.

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Last month, designers in Mumbai once again showcased the rich diversity of contemporary Indian fashion. One of the most influential buyers doing the rounds at the Lakme Fashion Week X FDCI event was

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The Daily Digest Newsletter

The essential daily round-up of fashion news, analysis, and breaking news alerts.
Plus, access one complimentary BoF Professional article of your choice, each month.

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