Chapter: 4 Fashion and Apparel – When Threads Cross Borders: Trump Policy and the Survival of Indian Fashion Brands in India

Chapter: 4 Fashion and Apparel – When Threads Cross Borders: Trump Policy and the Survival of Indian Fashion Brands in India

Introduction

Fashion has never been just about clothing—it has always been about identity, culture, and survival. When U.S. President Donald Trump enforced tariffs on textiles and apparel imports under his “America First” policy, the global fabric of the fashion trade was disrupted. For India, one of the world’s largest exporters of garments and textiles, the policy created ripples that reshaped strategies of both international and domestic fashion brands.

In 2019, the United States accounted for 27% of India’s total apparel exports, making it India’s largest market. According to the Apparel Export Promotion Council (AEPC), India exported garments worth $16.2 billion in 2018–19, of which nearly $4.4 billion went to the U.S. The imposition of an additional tariff ranging from 10–25% on certain categories of textiles disrupted order books, delayed shipments, and forced Indian exporters to rethink pricing strategies.

But survival in fashion is about adaptation. While some exporters shifted towards European Union markets (which absorbed 32% of India’s apparel exports), many domestic Indian brands turned inward—pivoting towards the rising ₹4,70,000 crore ($60 billion) Indian fashion retail market, which is projected by FICCI and Technopak to grow to ₹8,25,000 crore ($105 billion) by 2025.

Staff and Industry Dynamics

· Direct Employment: The Indian textile and apparel sector employs 45 million people, making it the second-largest employer after agriculture.

· Indirect Employment: Nearly 60 million depend on allied industries like weaving, dyeing, printing, embroidery, and retail distribution.

· Women Workforce: Around 70% of garment workers are women, particularly in Tirupur, Ludhiana, and Surat clusters.

· MSMEs Contribution: Over 80% of apparel manufacturing units are small and medium enterprises, highly vulnerable to tariff shocks.

Impact on Indian Fashion Brands

While exporters like Arvind, Raymond, Welspun, and Shahi Exports faced squeezed margins, Indian fashion labels—FabIndia, Biba, Manyavar, and W for Women—used the opportunity to consolidate their domestic presence. The “Made in India” and “Vocal for Local” campaigns became powerful positioning tools, helping them not just survive but thrive in the face of reverse globalization.

The Trump-era tariff disruptions ironically gave Indian brands a chance to reclaim domestic consumer loyalty, as global fast-fashion players like H&M and Zara struggled with rising sourcing costs and delayed supply chains.

Reverse Globalization in Apparel: The Stage

The apparel sector has always been one of India’s strongest exports. From Ludhiana’s woollens to Surat’s polyesters, from Varanasi’s silks to Tirupur’s cotton knits, the industry has woven not just fabrics but livelihoods for millions. Yet, with the rise of reverse globalization—tariffs, bans, and trade barriers—the threads that once flowed seamlessly across borders now face knots of uncertainty.

Donald Trump’s 25–50% tariff shocks on textile and apparel imports in the U.S. restructured the industry in ways few anticipated. For India, the sixth-largest exporter of textiles and apparel with 3.9% global share, this meant both disruption and rebirth. Apparel exports that once touched US $18.41 billion in 2017 slipped to US $16.36 billion in 2024, but the domestic market surged, crossing US $109 billion by 2025.

Reverse globalization became both a challenge and an opportunity. Imported fabrics from Vietnam, Bangladesh, and China were replaced with local sources—Surat, Bhilwara, Panipat, Varanasi. While costs rose by 8–12%, employment swelled as nearly 1.5 million workers were absorbed back into domestic supply chains.

This section captures 25 case-cum-stories of apparel brands that survived, stumbled, and sometimes soared in the face of reverse globalization. Each story is not just about numbers, but about people—staff reskilling, artisans regaining dignity, and towns humming again with weaving looms.

Case-cum-Stories of 25 Apparel Brands

1. Monte Carlo (Woollens, Ludhiana)

When U.S. buyers cut their orders by nearly 18%, Monte Carlo pivoted to Panipat weavers for blankets and Ludhiana mills for sweaters. Export losses were balanced by 20 new domestic outlets in tier-2 cities.
Staff Note: 600 workers shifted from export packaging to domestic retail operations.

Poem Snip
“Threads once bound for distant shore,
Now warm the homes of Ludhiana more.”

2. Biba Apparels (Women’s Ethnic Wear)

Dependent on polyester imports, Biba turned to Surat suppliers. Input costs rose by 7%, but the witty campaign “Saree not Sorry—Made in India” struck a chord, boosting domestic sales by 12% in 2020. By 2025, its online-first model added another 15% YoY growth.

3. Manyavar (Men’s Ethnic Wear)

The brand faced shortages of imported jacquards. Turning to Banarasi looms added 15% longer lead times, but strengthened its brand as authentic “heritage wear.”
Impact: Sustained 40,000 weaver jobs in Varanasi, reviving a fading craft.

4. W for Women

Earlier dependent on viscose imports from China, W shifted to Lenzing India for sustainable viscose. Though input costs rose, eco-conscious buyers helped sales grow 9% YoY.
Staff Story: “We stitched costlier, but we stitched greener,” said a production manager.

5. Global Desi (House of Anita Dongre)

Blocked imports revived tie-ups with Rajasthan khadi clusters. Exports fell 20%, but the “Local is Global” campaign boosted India sales 11%, positioning the brand as ethical and rooted.

6. FabIndia

Traditionally rooted in Indian handlooms, FabIndia’s exports dropped with U.S. tariffs. Instead of layoffs, staff were redeployed to home furnishings, raising domestic revenues by 20%.

7. Pantaloons

Earlier sourcing from Bangladesh, Pantaloons pivoted to Surat polyester and Bhilwara suiting. Despite a 10% rise in costs, turnover held steady at ₹3,500 crore.
Staff Redeployment: 2,000 workers trained in logistics to support new domestic suppliers.

8. Allen Solly (Aditya Birla Fashion, mid-tier)

Loss of Egyptian cotton imports forced Allen Solly to partner with Andhra Pradesh cotton cooperatives. Over 3,000 workers were reskilled in weaving, enhancing rural employment.

9. Madame (Women’s Fashion, Ludhiana)

Vietnamese denim imports halted, so sourcing shifted to Ahmedabad. Exports fell 25%, but domestic e-commerce doubled. Women-led workforce in Ludhiana grew by 18%.

10. Van Heusen (India operations)

To offset sourcing hiccups, Van Heusen invested in its own spinning units in Tamil Nadu, creating 1,500 jobs. The move reduced long-term dependence on imports.

11. Cantabil Retail

Imports stopped, Cantabil tied up with Bhilwara for suiting fabrics. Domestic presence expanded with 40 new outlets in small cities, absorbing sales shocks.

12. Killer Jeans (Kewal Kiran Clothing)

Earlier dependent on Vietnamese and Pakistani denim, Killer Jeans turned to Ahmedabad. Costs rose 8%, but 500 new weaving jobs were created. The brand proudly launched the tagline: “Indian Denim, Global Style.”

13. Mufti (Casualwear)

Chinese zippers and buttons vanished with tariffs. Indian MSME hardware suppliers stepped in. Staff surveys showed 90% satisfaction with the “Make in India” revival.

14. Peter England (mid-tier)

Cotton shortages led to partnerships with Telangana cotton growers. After stabilization, supply costs were reduced by 15%, ensuring long-term sustainability.

15. TT Garments

Lost $20 million exports, but built domestic distribution aggressively. Tirupur units employed 2,000 additional women, raising female participation to 72%.

16. Duke Fashions (Sportswear)

Polyester imports blocked → Surat became the savior. The campaign “100% Indian Athleisure” drove 14% sales growth in smaller towns.

17. Shoppers Stop Private Labels (STOP, Kashish)

Earlier sourcing from Turkey, they tied with Bhilwara mills. Staff were retrained in dyeing techniques for Indian fabrics.

18. Max Fashion (Landmark Group India)

Low-cost imports vanished; MSMEs in Noida filled the gap. Domestic footfall rose by 10%, supported by urban e-commerce.

19. Ethnicity Stores

Facing shortage of embroidered fabrics, Ethnicity tied with Lucknow’s chikankari artisans, saving 2,000 craft jobs.

20. Soch

Imported georgette vanished; Surat mills supplied instead. Though costs rose, the “Indian couture marketing” campaign raised brand value.

21. Jealous 21 (Arvind Lifestyle)

Denim imports blocked, Naroda mills revived. 1,200 workers rehired who had been earlier laid off.

22. Monte Carlo Kidswear

Bangladesh knitwear imports halted; Tirupur filled the gap. Exports declined, but domestic e-commerce sales jumped 25% in FY20–21.

23. Raymond Ready-to-Wear (mid-tier)

When Italian imports halted, Bhilwara units stepped in. Domestic expansion offset export decline, with 25 new Raymond outlets in semi-urban India.

24. Lawman Pg3 (Kewal Kiran)

Imported belts and buckles stopped; Kanpur MSMEs stepped in. Campaign slogan: “Fashion in Our Own Hands.”

25. Provogue

Already struggling, tariffs worsened its decline. Revival came from Indian collaborations and online marketplace sales, which grew 18%.

Sector-Wide Statistical Analysis (2025)

Indicator	2017	2020	2024	2025 (proj./actual)
Apparel Exports (US$ bn)	18.41	16.0	16.36	17.5–18.0 (est.)
Domestic Apparel Market (₹ lakh cr.)	3.8	4.7	5.25	9.1 (~US $109 bn)
Employment (mn workers)	45	48	50	52+
Women Workforce Share (%)	66	68	70	72+
Avg. Input Cost Inflation (%)	—	+8%	+10%	+12%

Cluster Revivals

Surat: Polyester & synthetics; growth at 20–25% annually. Yarn Expo 2025 clocked ₹1,000 crore business leads.
Tirupur: Shifting from 90% cotton to 30% synthetic/MMF by 2030; turnover target US $10 billion.
Bhilwara: Suiting revival with +12% output.
Varanasi: Orders for silk up 15%, sustaining 40,000 weaver families.
Ahmedabad: Denim cluster regained lost ground, adding 10,000 jobs in 2024–25.

Staff Narratives & Survival Notes

Reskilling: AEPC & Apparel Parks trained 40,000 workers for domestic-focused supply chains.
Retail Shift: Over 250 outlets opened in tier-2 and tier-3 cities between 2019–2025.
Women’s Role: Women’s participation in clusters rose from 68% (2020) to 72% (2025).
MSME Integration: Accessories, trims, zippers, buckles now sourced from Kanpur, Ludhiana, and Noida MSMEs, reducing import dependence.

Short Corporate Stories of Fashion & Apparel Struggles

1. Monte Carlo (Ludhiana – Woollens)

In 2019, when U.S. buyers cut winterwear imports by nearly 18%, Monte Carlo’s Ludhiana factories faced silence on the shop floors. Shipments of sweaters and coats piled up. Instead of laying off workers, the management pivoted quickly—partnering with Panipat weavers for blankets and focusing on tier-2 and tier-3 city expansion.

By 2022, they had added 20 outlets in cities like Indore, Patna, and Lucknow. This localization became the brand’s lifeline. By 2025, exports accounted for only 12% of turnover, while domestic revenues surged to ₹2,450 crore, growing at 9% CAGR.

Reskilling workshops trained young staff in digital retailing. An old factory supervisor said, “Earlier, we stitched for ships crossing oceans. Now, our sweaters warm children in Jaipur and Kanpur.”

Campaigns like “Wool for Every Indian Winter” resonated deeply. Workers saw not just financial survival, but social pride. Monte Carlo proved that global loss could become a domestic rebirth.

2. Biba Apparels (Delhi – Women’s Ethnic Wear)

Biba had built its supply chain on imported polyester blends from China and Vietnam. The 2019–20 tariff walls hit hard—fabric costs rose by 7–9%. For a moment, there were fears of downsizing in Noida units. But leadership turned crisis into opportunity. They shifted sourcing to Surat-based viscose suppliers, embracing the slogan “Saree not Sorry—Made in India.”

By 2021, campaigns celebrating Indian textiles gave the brand a 12% sales jump, and by 2025, Biba’s turnover crossed ₹3,100 crore, growing 15% CAGR. Import dependency fell below 10%.

For staff, the pivot meant overtime, redesign, and learning to work with heavier Indian fabrics. One woman tailor shared: “We stitched late into the night, but when customers came saying they bought Indian-made proudly, it felt worth it.”

Biba’s revival wasn’t just financial—it became emotional. The brand became a symbol of fashion nationalism.

3. Manyavar (Kolkata – Men’s Ethnic Wear)

Manyavar thrived on imported jacquards and brocades from China. When tariffs made those fabrics inaccessible, the brand looked inward—to Banarasi and Bhagalpuri looms. The pivot wasn’t easy. Lead times extended by 15%, designs had to be altered, and costs rose. But something unexpected happened—heritage wove its way back into weddings.

By 2025, Manyavar’s exports to the U.S. dropped by 20%, yet Indian weddings became its fortress. Revenue touched ₹4,800 crore, with 50,000 weaver families sustained by consistent orders.

An artisan in Varanasi said, “Earlier, we sold to traders for survival. Now, our fabric is worn by grooms across India.” Staff in stores echoed that pride, telling customers the backstory of each kurta.

Manyavar rebranded itself as “Heritage Wear for Every Groom.” What began as a supply shock turned into cultural revival. By making weddings a canvas for Indian weaves, the brand turned reverse globalization into a heritage movement.

4. W for Women (Delhi – Contemporary Wear)

W for Women relied on Chinese viscose imports for its chic kurtas and dresses. When tariffs blocked these, W tied up with Lenzing India and Birla Cellulose, pivoting toward eco-friendly viscose. Costs rose, but so did eco-conscious appeal.

From 2020–25, W’s sales grew steadily, averaging 11% YoY. By 2025, revenue stood at ₹2,000 crore. The brand reduced import dependency by 95%, while positioning itself as India’s eco-chic label.

Designers embraced sustainability campaigns—“Wear Green, Wear W.” A staff member recalled: “At first, we feared customers would reject higher prices. But when they saw ‘Made in India, Eco-Friendly,’ they bought more proudly.”

Store staff were retrained in “eco-education,” teaching consumers about fabrics. This built brand loyalty beyond fashion—it became a movement. In a world of fast fashion, W rebranded itself as slow, sustainable, and proudly Indian.

5. Global Desi (Mumbai – Boho Fashion)

Global Desi once thrived on imported fabrics from Indonesia and Vietnam. The tariffs ended that overnight. Designers scrambled until Anita Dongre’s team rediscovered Rajasthan’s khadi and block prints. The pivot revived rural weaving clusters, particularly in Barmer and Jodhpur.

By 2025, exports remained subdued, but domestic sales grew 11%, with revenue crossing ₹1,700 crore. More importantly, nearly 25,000 artisans regained work.

A young designer in Mumbai explained: “We went from importing cloth to sitting with village weavers, sketching patterns together. It wasn’t just sourcing—it was storytelling.”

Global Desi’s campaign, “Local is Global,” gained social media traction, especially among youth who embraced handcrafted boho chic. Staff found renewed purpose—“When I sell a dress now, I know the woman who wove its fabric.”

In the post-globalization era, Global Desi’s bohemian identity became inseparable from India’s artisanal roots.

6. FabIndia (Pan-India – Handloom & Lifestyle)

FabIndia always wore its Indian handloom identity with pride, but tariffs cut deep into its lucrative U.S. exports post-2019. Orders for block-printed fabrics and handwoven home linens fell sharply. Many feared layoffs. Instead, FabIndia doubled down on India’s growing middle class and diversified into furniture, home décor, and organic foods.

By 2025, exports were down to 8% of revenue, but domestic sales surged. The company touched ₹6,000 crore turnover, with 35% now from home furnishings. Over 40,000 artisans remained under contract.

In Kutch, a weaver said, “Earlier, we wove rugs for America. Now, FabIndia helps us sell in Delhi and Bengaluru.” Staff were retrained to blend design with storytelling, highlighting craft origins in every store.

Campaigns like “Crafting Homes, Crafting India” reconnected urban buyers with rural artisans. Instead of shrinking under globalization’s retreat, FabIndia became the bridge between rural craft and urban living.

7. Pantaloons (Aditya Birla Fashion – Mass Retail)

Pantaloons relied on Bangladesh and Vietnam for affordable fabrics. When imports dried up, Surat’s polyester and Bhilwara’s suiting became the supply base. Costs rose 10%, but leadership maintained pricing through scale and logistics efficiency.

By 2025, Pantaloons’ revenue stabilized at ₹9,200 crore, with 92% domestic sourcing. Import reliance dropped to just 8%. Staff who once monitored foreign shipments shifted to managing domestic trucking and warehousing.

A logistics officer noted: “Earlier, my job was tracking ships in the South China Sea. Now, I track trucks on Indian highways.”

Expansion into tier-2 towns added resilience. Pantaloons became the “everyday fashion” brand for middle India. Campaigns like “Fashion Closer Home” resonated with aspirational families.

What began as a sourcing crisis became a chance to re-root the brand into India’s consumer heartland.

8. Allen Solly (Madura – Semi-Formal Casualwear)

Allen Solly’s premium shirts once leaned on Egyptian cotton. When imports choked, the brand partnered with Andhra Pradesh farmer cooperatives. The challenge wasn’t just sourcing cotton but ensuring quality that matched global benchmarks.

Training programs taught farmers about high-grade cultivation. Mills in Tamil Nadu spun the cotton into fabric. By 2025, Allen Solly achieved ₹5,500 crore turnover, with cotton fully Indian-sourced. Over 3,000 workers were reskilled in weaving and finishing.

A mill supervisor in Guntur said, “We once feared losing jobs. Today, our cotton is worn in corporate offices nationwide.”

Campaigns like “From Indian Soil to Your Shirt” built emotional pride. Allen Solly became a symbol of how supply chains could be patriotic and profitable.

9. Madame (Ludhiana – Women’s Fashion)

Madame once depended on Vietnamese denim imports. When tariffs blocked them, Ahmedabad’s mills became its lifeline. The brand’s export sales plunged 25%, but it shifted sharply to e-commerce.

By 2025, Madame’s online sales accounted for 42% of total revenue, doubling since 2020. The company adapted quickly to influencer marketing, blending TikTok-style reels with fashion campaigns.

A young Ludhiana staffer shared: “We stitch all day and post videos at night. Our brand survives on reels as much as on seams.”

Domestic sales offset export loss, with turnover crossing ₹1,800 crore. The slogan “Denim for India, Denim from India” echoed strongly among urban youth. Madame proved that adaptation wasn’t just about fabric but about platforms.

10. Van Heusen (ABFRL – Formalwear)

Van Heusen India faced disruption when blended yarn imports halted in 2019. Instead of relying on uncertain imports, ABFRL invested in Tamil Nadu spinning units. By 2025, the brand had created 1,500 jobs in Coimbatore and Tirupur, ensuring self-sufficiency in yarn.

Revenues touched ₹6,200 crore, with exports contributing only 15% but domestic corporate fashion thriving. Post-pandemic hybrid work culture created demand for “smart casuals,” a segment Van Heusen capitalized on.

A mill worker noted: “These machines fell silent once. Now they run day and night because India needs suits and shirts.”

Campaigns like “Work Smart, Dress Smarter” captured the evolving workforce. For Van Heusen, reverse globalization wasn’t just survival—it became vertical integration and job creation.

11. Cantabil Retail (Delhi – Mass Fashion)

Cantabil leaned on Turkish and Bangladeshi blends for affordable suiting. When those imports dried up, Bhilwara’s mills filled the gap. At first, the fabrics were costlier, and stores faced shortages. But management used the crisis to expand into smaller Indian towns.

By 2025, Cantabil’s revenue touched ₹1,800 crore, with 40 new outlets in tier-3 cities. The company now sources 95% of fabric domestically, creating a ripple effect in Rajasthan’s weaving sector.

A tailor in Bhilwara smiled: “Before, our fabric left in bales. Now, I see it stitched into suits in Raipur and Ranchi stores.”

Campaigns like “Local Threads, National Style” built customer loyalty. Cantabil turned sourcing constraints into a growth story, embedding itself in Bharat’s fashion map.

12. Killer Jeans (Kewal Kiran Clothing – Denim)

Killer Jeans once thrived on Pakistani and Vietnamese denim. Tariffs ended that route. By 2021, Ahmedabad’s denim mills became the backbone of its supply chain. The pivot raised costs by 8%, but it created over 500 new weaving jobs.

By 2025, Killer Jeans not only stabilized but expanded exports to the Middle East, where demand for Indian denim rose 12%. Domestic sales hit ₹1,900 crore.

A factory worker in Ahmedabad noted: “Earlier we wove cloth that left in containers. Now, Killer’s jeans carry our stitches to Dubai malls.”

The campaign “Denim that Defines India” spoke to both local pride and global reach. Killer proved that denim could survive without foreign dependency.

13. Mufti (Mumbai – Casualwear)

Mufti’s struggle was unusual—it wasn’t cloth but accessories. Chinese zippers and buttons were the lifeline of its casual jackets. When tariffs cut supplies, Mufti turned to MSMEs in Mumbai and Kanpur for replacements.

The transition was bumpy—early supplies broke easily. But after design partnerships, quality improved. By 2025, over 60% of Mufti’s accessories came from Indian units.

Exports remained modest, but Africa emerged as a new market. Domestic sales crossed ₹1,700 crore, with 9% CAGR growth.

A production worker said, “It felt strange at first—our jackets jammed with local zippers. Now they zip smoother than before.”

The brand’s revival campaign, “Zip the Change,” became both literal and symbolic. Mufti stitched resilience into every seam.

14. Peter England (Bengaluru – Semi-Formal)

Peter England’s strength was affordable cotton shirts. When imported cotton became costly, the brand shifted sourcing to Telangana farmer cooperatives. At first, farmers doubted the stability of contracts. But sustained partnerships raised their incomes by 22%.

By 2025, Peter England’s turnover touched ₹3,800 crore. Supply costs dropped 15% after stabilization, making the brand even more competitive in domestic markets.

A farmer in Warangal said proudly: “Earlier, my cotton went to traders. Now, it’s stitched into shirts sold across India.”

Campaigns like “From Seed to Shirt” told the farm-to-fashion story. Peter England became more than a shirt brand—it became a livelihood chain linking soil to store.

15. TT Garments (Tirupur – Hosiery & Innerwear)

TT Garments once exported $20 million worth of hosiery annually. Tariffs slashed exports by half, and workers feared job cuts. Instead, management ramped up domestic distribution, targeting affordable innerwear for middle India.

By 2025, domestic revenue touched ₹2,000 crore, supported by strong e-commerce presence. Over 2,000 women in Tirupur were employed, raising women’s workforce share to 74%.

A 27-year-old tailor said, “We once stitched for foreign orders we never saw. Now, every packet carries our name in Indian homes.”

Campaigns like “Comfort Stitched in India” resonated with consumers. TT Garments showed that domestic demand could be more powerful than exports.

Suggestions

1. Monte Carlo (Woollens)

Expand beyond North India by building lightweight wool–cotton blends for southern climates. Leverage Punjab’s cluster for exports to colder Asian markets like Nepal and Bhutan. Invest in sustainable wool farming in Himachal to secure supply and gain eco-certifications.

2. Biba (Ethnic Wear)

Introduce workwear fusion lines—cotton kurtis with formal cuts for office-going women. Build partnerships with government handloom clusters for authentic fabric sourcing. Expand in e-commerce with “Mix & Match” trial tools for urban buyers.

3. Aurelia (Women’s Fusion)

Collaborate with artisans in Madhya Pradesh and Odisha for block prints and ikat designs. Create subscription boxes for festive wear, ensuring repeat buyers. Focus on tier-3 city stores where ethnic fusion demand is rising 15% YoY.

4. W for Women

Invest in AI-driven personalization for online buyers. Launch recycled fabric collections to appeal to climate-conscious millennials. Explore GCC countries (Dubai, Qatar) where demand for modest yet fashionable attire is growing rapidly.

5. FabIndia

Balance heritage with affordability by introducing FabIndia Basics for middle-class buyers. Strengthen its organic cotton supply from Madhya Pradesh farmers. Digitally archive craft techniques to protect artisan heritage and create exclusivity.

6. Manyavar (Men’s Ethnic)

Expand rentals for wedding outfits—an untapped ₹3,000 crore market. Tie up with tailoring MSMEs for semi-customized sherwanis. Create AR try-on features for online buyers to reduce returns.

7. Pantaloons

Reposition itself as an affordable fast-fashion rival to H&M & Zara. Focus on sustainability by using recycled polyester. Build loyalty programs for families, encouraging repeat purchases.

8. Raymond Apparel

Strengthen Made-to-Measure services online with doorstep tailoring. Invest in organic wool and cotton for global certifications. Target exports to eco-conscious markets in Europe.

9. Allen Solly

Expand its “Friday Dressing” into Work-from-Anywhere lines. Partner with IT firms for employee dress codes. Promote smart casual wear in emerging metros like Indore and Surat.

10. Van Heusen

Create performance fabrics—anti-sweat, wrinkle-free, antibacterial shirts—for India’s humid climates. Launch athleisure-inspired formalwear to capture Gen Z office-goers.

11. Cantabil

Expand stores into tier-3 and tier-4 cities, using low-cost franchising models. Build strong supply chains with Bhilwara and Surat mills. Introduce “student-friendly” formalwear lines priced below ₹999.

12. Killer Jeans

Launch eco-denim using less water-intensive dyeing. Market aggressively in Middle East & Africa as India’s denim ambassador. Partner with Ahmedabad mills for exclusive denim textures.

13. Mufti

Diversify beyond jackets into streetwear, joggers, and sneakers. Use Indian accessory MSMEs for zippers, buttons, and trims. Push aggressively into influencer marketing on Instagram and YouTube.

14. Peter England

Highlight its farm-to-fashion story linking Telangana cotton farmers. Expand exports to Bangladesh and Sri Lanka for affordable formals. Position itself as the “everyday formalwear” brand under ₹1,200.

15. TT Garments

Diversify into sportswear and athleisure innerwear. Leverage Tirupur’s women workforce for exports to Africa. Invest in eco-friendly bamboo cotton blends for long-term supply chain stability.

16. Duke Fashions

Rebrand as a youth lifestyle brand with sneakers, hoodies, and backpacks. Build loyalty through college campaigns. Target e-commerce flash sales aggressively.

17. Max Fashion

Introduce AI-based size recommendation tools to cut return rates. Expand private labels for better margins. Strengthen sourcing from Rajasthan cotton mills.

18. Lifestyle (Landmark Group India)

Develop green malls-in-mall stores with sustainable interiors. Focus on exclusive Indian designer collaborations. Expand omni-channel retail with real-time stock visibility.

19. Globus

Collaborate with Bollywood influencers for retro collections. Leverage Maharashtra cotton belts for sourcing. Expand niche stores in pilgrimage towns (Varanasi, Ujjain) with fusion lines.

20. Park Avenue

Strengthen exports of premium suits to GCC nations. Introduce washable suits for the Indian climate. Launch eco-friendly wool blends with shepherd cooperatives.

21. Shoppers Stop

Strengthen private-label clothing to compete with Zara & H&M. Focus on premium loyalty cards for tier-1 cities. Enhance VR shopping experiences to attract Gen Z.

22. Westside (Tata Trent)

Introduce limited-edition collections with Indian artists. Strengthen affordable luxury positioning by pricing below global brands but above mass labels. Expand in South India with regional styles.

23. Reliance Trends

Use Reliance Jio platforms for AR/VR shopping. Strengthen its supply chain by integrating 1,000+ MSME vendors. Launch exclusive “Atmanirbhar India” campaigns for patriotic branding.

24. Spykar Jeans

Diversify into unisex streetwear. Use Mumbai-based MSMEs for embroidery and patches. Create denim recycling programs where old jeans give discounts on new purchases.

25. Provogue

Rebrand itself after years of decline by going digital-first. Focus on sunglasses, shoes, and lifestyle accessories as growth engines. Collaborate with Indian e-commerce giants for revival campaigns

Poetic Interludes

1. The Thread’s Return
When borders closed, our threads grew tight,
From Surat’s looms to Banaras bright.
No ships to sail, no ports to call,
But looms of India clothed us all.

2. Weaver’s Song
In every thread, a hand unseen,
A story lost, a hope between.
Tariffs may bind, but crafts revive,
For in our looms, dreams still survive.

3. Staff Whisper
We stitched through night, we stitched through pain,
From export loss to local gain.
In every hem, a future sewn,
A nation clothed in threads its own.

Closing Thought

The journey of Indian fashion and apparel brands in the shadow of Trump-era tariffs, trade walls, and reverse globalization has been a saga of resilience. From Monte Carlo’s woollens to Provogue’s digital rebirth, each story has revealed the same underlying truth: survival is no longer about scale alone, but about adaptation, localization, and reinvention.

What once began as a struggle to replace lost imports turned into an opportunity to empower Indian supply chains, artisans, and clusters. Brands that had depended on Vietnamese denim, Chinese zippers, or Turkish cotton learned to look inward—towards Bhilwara, Tirupur, Warangal, and Ahmedabad. The crisis compelled them to build stronger ties with Indian farmers, weavers, tailors, and MSMEs.

By 2025, the apparel industry not only survived the storm but also charted new directions: sustainability, digital-first retail, e-commerce integration, AI-driven personalization, and “farm-to-fashion” branding. Each brand found a unique way to tell its story—whether it was Killer Jeans exporting Ahmedabad denim to Dubai, Biba’s tier-3 expansion, or TT Garments empowering Tirupur’s women workers.

Yet, the deeper lesson is not just about numbers or CAGR. It is about the human thread that runs through every fabric and every stitch—the farmer whose cotton is now part of Peter England shirts, the tailor who sees his jacket zipped with locally made accessories, the women workforce that found stable livelihoods through hosiery exports.

These 25 stories illustrate that in the age of reverse globalization, Indian brands are not victims but creators of a new order. They are writing a chapter where local supply chains fuel global aspirations, and where “Atmanirbhar Bharat” is more than a slogan—it is a business reality stitched into every garment.

✨ Closing Poem: Threads of Survival

In every loom, a story spun,

Of battles fought, and victories won.

Tariffs rose, and borders closed,

Yet Indian fashion re-composed.

From Bhilwara mills to Tirupur lanes,

From cotton fields to stitched remains,

Each brand endured, each worker tried,

A nation’s pride they multiplied.

No longer bound by import chains,

They weave resilience through their pains.

In threads of struggle, hope is sewn,

A fabric strong, uniquely grown.

Final Poetic Note:
“In every stitch lies a story of struggle,
In every loom, a rebirth of hope.
Borders may ban, but threads will span,
For fashion is survival woven in rope.”