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India’s growing appetite for premium, aspirational fashion and its deep-rooted craft traditions create a unique context, one that artificial intelligence (AI) is poised to amplify
As AI accelerates discovery, customisation, and connection, the fashion-tech ecosystem in India may not just reshape how Indians shop, but also how the world sees Indian fashion itself, innovative, influential, and integral to the future of style
In an era where fashion and technology are increasingly entwined, India stands at the cusp of a transformation that blends heritage with hyper-modern innovation. The country’s growing appetite for premium, aspirational fashion and its deep-rooted craft traditions create a unique context, one that artificial intelligence (AI) is poised to both amplify and redefine.
Puja Goyal Sarvaiya, founder, The Chic Indian, observes that fashion consumers today face an overwhelming online marketplace. “We are living in an ephemeral world where shopping online feels confusing and overwhelming with millions of options to choose from,” she notes. Here, AI’s role is crucial not just as a tool, but as a bridge between individual taste and endless choices. From natural language chats that decode customer intent to systems that optimise product data, AI can power conversations around sizing, styling, deliveries, and customisations, while offering emotionally intelligent responses that mimic human warmth.
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Sarvaiya points out that immersive try-ons and personalised digital experiences are no longer distant concepts but fast becoming mainstream. “The future is heavily reliant on AI,” she says, highlighting the promise of real-time virtual try-ons, hyper-personalised interfaces, interactive fashion matchmakers, and moodboards that evolve with a customer’s journey. “AI is the growth catalyst and an enabler of how Indian fashion is discovered both domestically and overseas.”
This technological momentum also sparks a deeper reflection on India’s aesthetic presence in global fashion. While Indian motifs, textiles, and techniques frequently appear on international runways, Sarvaiya argues that their origins often go unacknowledged. “Due to collapse of originality, international fashion is drawing heavily from Indian craftsmanship, colonising and often missing the memo that it isn’t ethnic wear, ‘prints’ or festival wear, rebranded to suit the world better,” she remarks, citing Kolhapuri chappals as a recent example. For her, Indian design is not about token motifs, it’s the embroidery, silhouettes, and techniques woven into global wardrobes, shaping everyday fashion far beyond borders.
Echoing this sentiment, fashion stylist Nishtha Parwani adds that AI will be one of the most powerful forces shaping the industry’s future, particularly in India. “Even today, its capabilities are nuanced and highly advanced and they’re only going to evolve. In the long run, those who learn to integrate AI seamlessly into their creative and business processes will hold a distinct advantage.”
At the same time, Parwani critiques the way Indian fashion is often framed by international platforms. “I’ve often felt they lean into a very stereotypical ‘diaspora’ lens—heavy henna-inspired motifs, ornate details, or Indian textiles showcased in an overly ‘Indie’ way. While these are integral parts of our heritage, India is also modern, innovative, and forward-looking.” She points to a new wave of homegrown brands such as Kartik Research, Margn, and Harago that are reshaping perceptions with designs that merge heritage with contemporary relevance. “It’s time the world recognised that Indian fashion isn’t just about preserving age-old techniques, it’s also about pushing boundaries, embracing technology, and shaping a bold, modern vision of India.”
Together, their perspectives underscore a dual reality: India is simultaneously redefining consumer experiences through technology while demanding recognition for the global impact of its craft. As AI accelerates discovery, customisation, and connection, the fashion-tech ecosystem in India may not just reshape how Indians shop, but also how the world sees Indian fashion itself, innovative, influential, and integral to the future of style.
About the Author
Swati Chaturvedi, a seasoned media and journalism aficionado with over 10 years of expertise, is not just a storyteller; she’s a weaver of wit and wisdom in the digital landscape. As a key figure in News18 Engl…Read More
Swati Chaturvedi, a seasoned media and journalism aficionado with over 10 years of expertise, is not just a storyteller; she’s a weaver of wit and wisdom in the digital landscape. As a key figure in News18 Engl… Read More
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