North still dominates fashion

Indian apparel retail landscape is rapidly evolving from the traditional brick-and-mortar model to multi-channel retailing that includes e-tailing, direct selling and home shopping. Technopak Advisors estimates to be about $41 billion in 2013 and to grow year-on-year at 9 per cent for the next decade. An analysis of the value-wise distribution of the Indian apparel market reveals that the urban market has a share of 60 per cent of the market compared with 40 per cent rural. The high market share of urban India indicates a high average number of units purchased by a consumer and the tendency to buy products with a high value.