It is hard to believe that a country with a population of almost 1.4 billion people could be ignored but when it comes to sizing, this is exactly what is happening. For decades, international fashion brands and retailers have been trying to tap the Indian market, some more successfully than others. A common mistake is to simply dump the clothes on the Indian market without making adjustments.
And this is exactly where it gets tricky, especially in terms of sizing. Not only are US, UK and EU sizes inconsistent, they also often do not fit the Indian body shape. While someone could be a size M on top and a size XL around the hips (or vice versa), few western brands take this into account. When it comes to Indian traditional wear, there is less of a problem as it is more adaptable, for example a sari, which is draped individually on the wearer’s body, or a salwar kameez, which consists of a loose-fitting tunic and pant combination.
International clothing brands are missing out in India
Trying to fit into western clothes, therefore, has come with a lot of frustration: “I…
