Men’s apparel market in India was once larger than women’s

Internationally-celebrated designer Sanchita Ajjampur discusses men’s fashion scene in India.

What kind of men does brand Sanchita Ajjampur design for?
My brand is for the modern man, who travels with an effortless style and who isn’t afraid of experimenting with fashion.

Can we say safely that men’s fashion in India has come of age?
Historically, the men’s apparel market in India has been significantly larger than the women’s apparel market. India’s apparel market is in the throes of change. Rapid growth and rising urbanisation have spawned a new class of consumers with more money to spend and a growing passion for fashion. In India’s high-growth, fast-changing retail clothing market, we see significant new growth opportunities for foreign and domestic players.

Do we have enough designers in India designing for men?
As men’s tastes grow more sophisticated, they are providing a new avenue for much-needed growth in the industry. Once the market for menswear in India came primarily in three basic categories, casual wear, work clothes and special occasion wear. Now, with a broader range of activates and the increased demand for clothing, men are spending more. Indian consumers are embracing the idea of fashion as a form of self expression and not merely as a functional purchase. Television, movies, advertising and the Internet bombard today’s Indian consumer with new ideas about style and this in-turn increases growth and demand for new and exciting products.

Which of the Indian men do you think epitomises fashion?
There’s no denying that we live in a celebrity obsessed culture, serving both as entertainment and style icons for the mass. Arjun Rampal and Aamir Khan for me are quite iconic, Arjun for his style quotient and versatility and Aamir because his uniform are tees and jeans which are an evergreen.

What’s your signature look?
From my perspective, menswear is about being well-made, casual chic and innovative. It is an extension of my women’s wear collection and how you’d like to dress men more from a relaxed cruise point of view. From a product perspective, I design and produce shirts, jersey tees and leather accessories from sandals, open shoes bags and belts. If you have something honestly priced, interesting, personal and relevant in terms of actual, consumers may want to purchase your product regardless of your gender.

Which of the other men’s designers in India have contributed towards a change in the scene?
While there quite a few making a change, I think Gaurav Gupta and Arjun Saluja for their edgy oriental rapper interpretations are making a mark.