India’s wardrobe is no longer just a collection of clothes. It is becoming a reflection of lifestyle choices, spending discipline and social identity. At a high-energy panel at The Economic Times Great India Retail Summit 2026 on “Decoding the Indian Wardrobe 2030,” leaders across sportswear, denim, fast fashion, luxury and retail real estate came together to map what the next decade could look like. The discussion featured Sankar Chatterjee, CEO of Decathlon India; Rakesh Jallipally, CEO of Pepe Jeans India; Sundeep Chugh, MD of OVS India; fashion entrepreneur Pernia Qureshi; and Sunil Munshi, COO of Orion Malls.
Chatterjee described what he called a “sports revolution” underway in India. Participation in sports and wellness activities has surged over the last decade, with millions more Indians engaging in running, walking and recreational fitness. But the more significant shift is cultural. Performance wear is no longer restricted to athletes. Sneakers, athleisure and sports apparel are now visible in offices, malls and even fine-dining settings.
“The lines between sportswear and everyday fashion are blurring,” he indicated. Functionality and comfort have become mainstream expectations rather than niche demands.
Munshi confirmed this trend from the mall floor. Among apparel categories, sportswear and athleisure show strong stickiness. Consumers return frequently, and these brands drive repeat footfalls. What was once considered casual has now been normalised across age groups, particularly Gen Z.
For Jallipally, the question is not whether comfort wear is replacing denim, but how denim adapts. Silhouettes have shifted, fits have evolved, and consumer tastes are becoming more experimental.
India’s denim consumer, he suggested, is maturing. Brand loyalty still exists, but shoppers are increasingly evaluating quality, fit and authenticity rather than chasing logos. In a market conditioned by discount cycles, maintaining price integrity while delivering clear value will be critical.
Chugh, leading OVS India, highlighted the growing appetite for global trends delivered at accessible prices. Fast fashion benefits from social media-led refresh cycles, where consumers seek novelty and frequent updates. However, speed must now coexist with sharper inventory control and profitability discipline.
Qureshi brought in the premium lens. India, she argued, is experiencing two parallel waves: everyday comfort and rising luxury aspiration. These are not contradictory. “You cannot compensate for everyday comfortable clothing for occasional wear,” she implied. Indian consumers need both. As disposable incomes rise and global exposure increases, luxury purchases, particularly in occasionwear and experiential retail, remain culturally embedded.
What has changed is choice. Homegrown brands now compete with international labels, offering Indian consumers more nuanced ways to express identity. The wardrobe becomes a tool of storytelling – blending tradition, global aesthetics and personal aspiration.
Transaction vs Experience: Why offline still matters
The panel also tackled the recurring question: Will online commerce eclipse physical retail?
Munshi was unequivocal. Footfalls in leading malls remain strong. The reason, he said, is simple: online is transactional, while malls have evolved into experiential destinations. Consumers come not just to buy, but to engage through events, entertainment, wellness activities and curated brand experiences. Sportswear, fast fashion and premium brands all benefit from this ecosystem.
Hybrid models emerged as the dominant strategy. Qureshi noted that offering both online and offline touchpoints allows brands to serve different consumer needs, convenience on one end and tactile, immersive experiences on the other.
Chatterjee explained why Decathlon invested in building quick commerce capabilities: consumers shop differently depending on urgency. A customer may visit a store to evaluate a bicycle, but expect rapid delivery for accessories. The future lies in seamlessly serving both behaviours.
