Global brands are sharpening their focus on India, betting that the country’s growing consumer base will fuel their next big expansion phase. As growth slows in mature markets, India’s mix of rising disposable incomes, a young population and a thriving digital ecosystem is drawing a surge of international fashion, luxury and lifestyle labels. The shift marks a new chapter in how the world’s biggest companies view India: not as an experimental market, but as a primary destination for long-term growth.
The momentum is clear in the numbers. Analysts at Cushman & Wakefield note that India saw an average of 12 foreign brand entries annually before the pandemic. In 2023, that number rose to 14. In 2024, it nearly doubled to about 27. The influx spans luxury houses, high-street names, athleisure players and affordable mass-market brands, all chasing India’s expanding consumer appetite.
What makes India compelling is the combination of favourable sentiment and demographic depth. The country’s Current Situation Index stood at 96.5 in July 2025, and the Future Expectations Index reached 124.7, both levels that indicate consumers are optimistic about spending. Analysts say these conditions are especially boosting the premium and "bridge-to-luxury" segments, where global brands see strong traction from aspirational, urban buyers.
Across categories, companies are moving quickly. Premium brands such as Police and accessible luxury names like OVS are leaning into India’s diversity and scale. OVS, which operates at an average price point of about ₹2,200, sees India as a natural extension for value-driven fashion. Meanwhile, online-first giant Shein is targeting India’s booming low-cost fast fashion space, hoping to capture young shoppers who are highly price-conscious but brand-aware.
Luxury groups are equally active. Chanel Beauty and Fragrance expanded presence through Nykaa this year, while Swiss watchmaker Maurice Lacroix, which entered India in 2019, now counts the country among its best-performing markets. Italian menswear brand Camicissima Milano opened a flagship store in Delhi with OSL Luxury Collections, signaling confidence in India’s premium menswear category. French luxury brand Maje chose Mumbai’s Jio World Drive for its debut, partnering with Reliance Brands Limited to anchor its India strategy.
The athleisure and sportswear market has become a hotspot. U.S.-based Athletifreak made its India debut at Delhi’s Select CityWalk, offering tech-enabled activewear like its Ultralux fabric range. Italian sportswear brand Lotto, through Agilitas Sports, has set a goal of becoming a ₹1,000 crore brand within five years. American footwear major Foot Locker has entered with an omnichannel strategy: Metro Brands handles physical stores while Nykaa manages online operations. UAE-based R&B Fashion, part of Apparel Group, is also expanding fast with collections tailored for young Indian consumers.
High-street and fast fashion brands are making equally decisive moves. Cos, the London-based label under the H&M Group, opened a flagship store in New Delhi. British retailer Next moved into the mid-market segment with a store in Pune, supported by a strong partnership with Myntra for online distribution. Spanish brand Bershka launched at Mumbai’s Phoenix Palladium alongside its online storefront, adding momentum from parent group Inditex. Italian brand OVS opened its first Indian store at Pacific Mall in New Delhi, aiming to build a wider footprint across metros.
Global brands catering to children and families also see potential. French childrenswear label Jacadi Paris has chosen an offline-first strategy with its first boutique at Mumbai’s Phoenix Palladium, through Burgundy Brand Collective.
Jewellery and accessories, long seen as one of India’s most resilient consumption categories, are now attracting fresh global interest. Parisian fine-jewellery house Messika opened its first standalone store in New Delhi’s The Chanakya Mall in partnership with Ethos Limited. U.S. gemstone brand Angara entered through an online-first route and plans to open physical boutiques as demand picks up. In the beauty segment, sunscreen specialist Supergoop launched through Nykaa, while Australian hair styling brand Mermade Hair adopted a hybrid model of e-commerce and select retail partners.
The sports and lifestyle market is also gearing up for a major shift. UK’s Frasers Group, parent of Sports Direct, has announced plans to open over 350 new stores across India and Southeast Asia through a partnership with MAP Active. Even though some of Sports Direct’s brands, such as Slazenger, are already available online via Myntra, the new investment marks the group’s biggest commitment to India yet.
Looking ahead, 2026 is shaping up to be even more active. Canadian athleisure giant Lululemon is preparing to launch through Tata Cliq and dedicated flagship stores. American retailers Abercrombie & Fitch and Hollister will enter via Myntra through a long-term franchise partnership. Italian streetwear label Off-White is expected to debut in early 2026 through a partnership with Brand Concepts Ltd.
India’s digital ecosystem plays a critical role in enabling this influx. Platforms like Tata Cliq, Myntra and Nykaa allow brands to scale operations without immediately investing heavily in real estate. Analysts say this hybrid strategy, digital presence supported by selective offline stores will define the next phase of global brand expansion in India.
All of this unfolds against the backdrop of a rapidly expanding luxury goods market. Euromonitor projects India’s luxury sector to reach $12.1 billion this year, with a compound annual growth rate of 74 percent over the forecast period, one of the fastest anywhere in the world.
From mass-market fashion to luxury jewellery, and from sportswear to children’s apparel, global brands are treating India not as an optional market, but as a strategic priority. As incomes rise and digital access widens, India’s consumer landscape is poised for a decade of unprecedented transformation.
