Plus-size retail in India needs to be more coordinated: Designer Namrata G

In the recent years, urban populations have been plagued by the weight problem. Keeping body weight under control is a big issue and clothes sizes have gone up too.

But has the fashion industry kept pace with the demands of the plus-size segment? Or is it relegated to a few racks of XXXL clothes and tent-like garments that do little to the spirit?

Designer Namrata G says, “Plus-size retail in India is a niche market and needs to be more coordinated. The main problem here is that the designs aren’t appealing enough. Most people end up purchasing them as they lack other options. A lot of care must be given to the details in order to come up with something that is large-sized, yet chic.”

And that’s exactly what the plus-size market bemoans. Design, elegance and a good cut have been sacrificed at the altar of comfort. Namrata points out that a sense of elegance must be incorporated into the designs and she feels that the choice of fabric plays an important role here.

In Bangalore, Gia, Mustard and a few others do cater to the plus-size market. But their garments leave a lot to be desired.

For instance, the vast collection of T-shirts and tunics that Gia (the plus-size label of Westside) offers are liberal with patterns. A clean silhouette that flatters the curves and fits well is simply not to be found.

Also, it is distressing to see that most of the garments address the size issue, totally bypassing current fashion trends.

Mustard has a slightly better story with their collection. Though the kurtis and tunics, however eye-catching, make you despair about the options available for the plus-sized people, they seem more stylish and give the customer a greater choice.

“Mustard makes being large not so bad a curse. I get a large variety of designs in kurtas which make me look great, regardless of my big build,” says Mayuri Jain, a regular at the store.

Designer Paresh Lamba believes that the full potential of the Indian plus-size market hasn’t been tapped.

“There are only a few dominant players in this market and a lot is yet to be done,” he says. And the big brands too have failed.

Firstly, most people do not know enough to ask about plus-size clothing — there needs to be more awareness. Secondly, even when plus-size clothing is being offered, the quality leaves a lot to be desired.

Sanjay Choraria, who designs plus-size clothing for a select clientele, emphasises: “Even now, most people go to a tailor to customise their clothes according to their build simply because they have no alternative.”

And that’s where the market should grow. “There aren’t too many designers, which is another reason why this market should be exploited,” he ends.