New Delhi, August 18 — India’s fashion-tech industry is undergoing a transformative shift, driven by artificial intelligence (AI), immersive digital experiences, and a renewed focus on indigenous aesthetics. As AI reshapes how consumers discover, customize, and connect with fashion, experts argue that India is poised to redefine global style narratives while challenging long-held stereotypes about its design identity.
Puja Goyal Sarvaiya, founder of The Chic Indian, highlights the overwhelming nature of online fashion marketplaces and the critical role AI plays in simplifying choices. From natural language chats that decode customer intent to real-time virtual try-ons and hyper-personalized interfaces, AI is becoming central to how Indian fashion is experienced both domestically and internationally. “AI is the growth catalyst and an enabler of how Indian fashion is discovered,” Sarvaiya notes.
However, alongside this technological momentum lies a deeper critique of how Indian fashion is perceived globally. Sarvaiya points out that international fashion often borrows heavily from Indian craftsmanship—such as Kolhapuri chappals and intricate embroidery—without acknowledging their origins. She argues that Indian design is frequently reduced to token motifs or festival wear, ignoring the sophistication and modernity embedded in its silhouettes and techniques.
Fashion stylist Nishtha Parwani echoes this sentiment, noting that global platforms often frame Indian fashion through a stereotypical “diaspora” lens. She emphasizes that India’s fashion landscape is not just about heritage preservation but also innovation, citing brands like Kartik Research, Margn, and Harago as examples of labels merging tradition with contemporary relevance.
As AI continues to evolve, both Sarvaiya and Parwani believe that those who integrate it seamlessly into creative and business processes will hold a distinct advantage. The future of fashion-tech in India lies not only in technological adoption but also in reclaiming and redefining its aesthetic voice on the global stage.
