India's booming e-com scene lures global fashion brands

New Delhi: India is emerging as a hub for global lifestyle brands, with 90 per cent of the top 50 global brands active and many others lined up for launch in the country, driven by robust online sales and a burgeoning e-lifestyle market, according to a study.

Global consultancy firm Bain & Company and lifestyle e-commerce platform Myntra on Wednesday released a study drawing insights from Bain analysis, secondary research, market participant interviews, and industry sources.

"India is also a key lifestyle destination for global brands—90 per cent of the top 50 global brands are active in India and half of them already have India revenue greater than $30 million. Scaled, global fashion brands in India have demonstrated robust growth, seeing a 20 per cent uptick year-on-year over 2018–23," the study showed.