Plus size apparel is gaining the attention of brands and retailers in India, as first movers – Revolution, Pluss, Biba, Pantaloon, Just My Size, among others, show strong growth in this segment. These brands have focused on not just larger sizes (L to XXXXL), but more importantly, style and design in these sizes.
According to Sandeep Agarwal, owner of Pluss, “We have experienced very good market growth in this segment. This was a segment that was being ignored for a long time, with limited options with the consumer, and tailormade being the often chosen one. Concept of style and design did not exist here.”
Realizing the potential of this segment, and the fact that Indian body size standards are still loosely defined, Italian suits brand Corneliani has also entered this segment. The maker of svelte suits noticed it was losing business in India, for this reason. The company has started a made-to-order service for non-standard size suits, overcoats, trousers. Made-to-measure now contributes to 15% of its sales.