Podcast Summary
Fashion in India is moving fast. It is no longer just about trends or affordability. It is about identity, speed, value, and conscious choices. But when it comes to sustainability, is it actually driving purchases, or does it still sit behind style and price?
In this episode of Digital Shelf Insider, host Shreshta Joy speaks with Himi Khandelwal, Associate Director, Founder’s Office at Virgio, to unpack how Indian fashion consumers, especially Gen Z, are thinking, shopping, and discovering brands today.
This is not a conversation about idealistic sustainability claims. It is a grounded look at what actually converts at checkout, why homegrown brands are winning, and how fashion businesses can balance trends, cost, and responsibility without losing relevance.
Key themes
The conversation brought to light some essential themes:
Fashion as a Digital Identity
For Gen Z, clothing is no longer functional. It is a digital avatar. Himi explains how social media validation, creator influence, and constant exposure to trends have changed how young consumers discover and buy fashion.
Homegrown Brands vs Global Players
Indian brands understand cultural nuance better than global fast fashion giants. From festive collections to fusion wear, local brands respond faster to hyper-local demand while global brands still operate on a push-led model.
The Sustainability Intention vs Action Gap
Indian consumers say they care about sustainability, but that intent rarely translates into purchases. Himi breaks down why sustainability alone is not a strong enough hook yet and why education and value framing matter more than buzzwords.
The Real Cost of Fast Fashion Waste
The global apparel industry generates around 92 million tonnes of waste every year, most of it from unsold inventory. Overproduction, not consumption, is the biggest problem.
Creators, Stores, and Storytelling as Experience
From carefully chosen creators to immersive retail stores, storytelling is consistent across every touchpoint. Fashion today is an omni-experience, not just a product.
AI in Fashion Discovery
AI-led shopping and LLM-based discovery are promising but still nascent in India. The opportunity is large, but adoption is only beginning.
Episode Highlights
00:00 Trailer
00:50 Intro & Welcome (Himi Khandelwal)
02:48 Gen Z Consumer Behavior & Fast Fashion
05:49 Homegrown vs. Global Brands
07:44 Sustainability Adoption in the Indian Market
10:20 The “Sustainability-Affordability-Trend” Paradox
13:46 Content Strategy & Influencer Marketing
16:04 AI and Product Discovery
17:22 The Future of AI in Fashion
18:19 Outro
What Brands Can Learn
- Sustainability cannot be the first hook. Value must come first.
- Overproduction is a bigger risk than under-demand.
- Cultural relevance beats global scale in India.
- Educate consumers without preaching.
- Build for durability, not just speed.
If you work in fashion, retail, ecommerce, or brand strategy, this episode offers a clear, on-ground view of how Indian fashion is evolving and what it really takes to build a sustainable, relevant brand today.
Disclaimer: The content shared in the Digital Shelf Insider Podcast by MetricsCart is for general informational and discussion purposes only. The insights, opinions, and perspectives expressed by hosts and guests are their own and do not constitute professional advice, recommendations, or endorsements by MetricsCart or any affiliated entity.
