The branded jeanswear market in India was worth approximately Rs 2,100 crore in 2006, with about 35 million consumers in India purchasing over 44 million pairs of jeans.
Men account for the bulk of consumption at 76 per cent, followed by women (17 per cent) and children (7 per cent).
About 80 per cent of the jeanswear in India is branded.
The primary consumer group is the 16 to 25 age group, which buys denims largely for emotional connectivity.
The secondary target’s — 25 years and above — purchase decisions are also influenced by emotional appeal, but largely by the functional purpose of jeans.
The domestic jeanswear market is growing at 10 per cent a year. Moreover, domestic demand for denim is better than international demand.
The super-premium subset (Rs 2,000 and above) is strengthening with increased brand presence. It is currently dominated by non-Indian and domestic “designer wear” labels.
The potential of the under-Rs 300 jeanswear segment is massive and largely untapped. The estimated valuation is about Rs 2,300 crore, which is greater than the size of the total branded jeanswear market.
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