The t-shirt market India is booming, driven by shifting consumer preferences, rapid urbanization, and technological advancements in apparel production. T-shirts, once viewed as casual weekend wear, are now part of everyday attire for millions of Indians. Whether it’s custom prints, brand logos, or minimalist designs, the Indian consumer is embracing this comfortable, versatile piece of clothing like never before.
Custom T-Shirt market in India is thriving. As per one estimate – the custom t-shirt printing market in India is valued at around USD 363.46 million during 2023, with an impressive CAGR of 7.5%,
Market Size and Growth Projections
The Indian t-shirt market has seen substantial growth over the past decade, and it’s far from slowing down. As of 2023, the market is valued at an impressive Rs 23,211 crore (approximately USD 2.8 billion). Experts predict that this market will grow at a compound annual growth rate (CAGR) of 10%, reaching an estimated Rs 61,954 crore (about USD 7.5 billion) by 2027. This exponential growth can be attributed to a number of key factors, from changing fashion trends to the rising popularity of e-commerce, all of which are discussed below.
1. Shift to Casual Wear
One of the most significant trends driving the t-shirt market in India is the growing shift towards casual wear. With more people working remotely and adopting relaxed dress codes even in professional settings, casual clothing is becoming more mainstream. The rise of “Friday dressing” and “smart casual” attire at the office has allowed t-shirts to move from the weekends to weekdays. In particular, younger demographics are leading this shift, favoring comfortable yet stylish clothing. This younger population, aged between 18 and 35, makes up 65% of India’s total population, a massive consumer base driving t-shirt sales.
Example: Leading brands like Zara and H&M have started offering exclusive t-shirt collections targeting younger consumers, promoting casual yet trendy attire.
2. Customization and Personalization
In recent years, there has been a surge in demand for customized t-shirts, reflecting the increasing desire for unique, personalized fashion. The custom t-shirt printing market in India is set to grow significantly, from USD 363.46 million in 2023 to USD 696.84 million by 2032, registering a healthy CAGR of 7.5%. This trend is largely fueled by advances in printing technology, such as DTG (Direct-to-Garment) printing and sublimation printing, as well as the ease of ordering personalized t-shirts online.
Platforms like QikInk and Vistaprint allow consumers to design their own t-shirts with custom logos, slogans, and artwork. As these platforms grow, the custom t-shirt segment is expected to gain a larger share of the overall market.
Case Study: A local Mumbai-based brand, TeeStory, started as an online t-shirt customization service, allowing customers to upload their designs and create personalized t-shirts. The brand now ships across India and has experienced a 300% increase in sales in the last two years, thanks to growing demand for one-of-a-kind fashion.
3. E-commerce Expansion
The growth of e-commerce has transformed the way consumers shop for t-shirts in India. Platforms like Amazon, Flipkart, and Myntra offer a wide range of options, from budget-friendly t-shirts to high-end brands, with an easy return and exchange process. With more consumers relying on online shopping for convenience and variety, the market is experiencing higher sales through digital channels.
Moreover, the rise of D2C (Direct-to-Consumer) brands, which sell directly through their own websites and apps, has disrupted traditional retail. Consumers now have access to a wider variety of t-shirts, often with exclusive designs, at competitive prices. Additionally, the print-on-demand model has enabled smaller players to enter the market without investing heavily in inventory, making it easier for entrepreneurs to set up their own t-shirt businesses.
Data: According to a report by Statista, over 150 million Indians shopped online in 2022, and this number is expected to grow to 230 million by 2025, further propelling the demand for online t-shirt purchases.
4. Urbanization and Middle-Class Growth
India’s urban middle class is expanding rapidly, particularly in Tier I and Tier II cities, and this demographic shift is having a significant impact on fashion trends. With an urban population exceeding 400 million, demand for affordable and fashionable clothing, including t-shirts, is rising. As more people migrate to urban areas, the need for comfortable, everyday clothing options is increasing, and t-shirts are an easy choice for casual or semi-formal attire.
In cities like Bangalore, Pune, and Chandigarh, the demand for trendy yet affordable t-shirts has surged, with brands like Bewakoof and Roadster becoming household names.
5. Growth of the Women’s Segment
While men’s t-shirts still dominate the market, the women’s t-shirt segment is growing at a much faster pace. As societal norms shift and casual attire becomes more acceptable for women across various professions, brands are focusing on catering to this rising demand. According to a report by Grandview Research, the women’s t-shirt market in India is expected to register a CAGR of 12.3% by 2027.
Brands like Madame, Femella, and Forever 21 have expanded their collections to include a variety of women’s t-shirts that range from oversized and boyfriend fits to fitted and crop styles.
6. Influence of Pop Culture and Media
Pop culture and media play a huge role in shaping fashion trends in India. Iconic t-shirt designs featuring superhero logos, famous TV characters, and musicians have become hugely popular, especially among millennials and Gen Z. Movies, social media influencers, and international fashion trends are often the inspiration behind trending t-shirt designs.
For instance, t-shirts with slogans promoting environmental awareness, gender equality, or mental health awareness have gained popularity as consumers align their fashion choices with their personal values.
Example: The success of Marvel-themed t-shirts in India following the release of the Avengers movies led to a surge in merchandise sales, with t-shirts being one of the most in-demand items.
7. Environmental and Ethical Considerations
Sustainability is becoming a significant trend in the t-shirt market in India. With increasing awareness around environmental issues, consumers are looking for brands that offer eco-friendly, organic cotton, and ethically sourced t-shirts. Brands like No Nasties and Bhane are leading the charge by providing sustainable fashion options.
Moreover, there is growing demand for slow fashion, which emphasizes the quality and longevity of garments over quantity. This shift towards sustainability is expected to shape the future of the t-shirt market in India.
Case Study: No Nasties, an Indian sustainable clothing brand, has seen steady growth due to its commitment to offering t-shirts made from 100% organic cotton. By catering to environmentally conscious consumers, the brand has carved out a niche market for itself.
Challenges in the T-shirt Market
Despite its growth, the t-shirt market in India faces several challenges. One of the biggest challenges is the competition from unorganized players. Local manufacturers and unbranded t-shirts often undercut the prices of branded products, making it difficult for premium brands to compete on price alone.
Additionally, rising raw material costs, especially for cotton, pose a challenge for t-shirt manufacturers. Cotton prices have been volatile in recent years, which impacts the profit margins of apparel brands, especially those that focus on affordability.
Conclusion
The t-shirt market in India is on an upward trajectory, thanks to evolving consumer preferences, urbanization, and the growth of e-commerce. With a projected CAGR of 10%, this market is poised to reach Rs 61,954 crore by 2027. Customization, sustainability, and the growing women’s segment are all areas ripe for exploration for brands looking to enter or expand in the market. Despite challenges like rising raw material costs and competition from unorganized players, the opportunities far outweigh the obstacles.
For brands, the key to success lies in understanding the diverse needs of Indian consumers—from the youth-driven demand for casual wear to the increasing focus on sustainability and personalization. By tapping into these trends and leveraging the expanding reach of e-commerce, businesses can make the most of the booming t-shirt market in India.