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In a crowded Delhi boutique, a woman flips through a rack of “free size” anarkalis, each one promising a universal fit but delivering disappointment too snug here, too loose there. This ritual of frustration is a daily reality for millions in India, where the apparel industry's one-size-fits-all approach often feels like one-size-fits-none. With over 135 million plus-size individuals, as identified by BMI data from the National Family Health Survey (NFHS-5), the demand for clothing that embraces diverse body types is undeniable. A new wave of made-to-measure (MTM) fashion, powered by technology and a push for inclusivity, is reshaping India's retail landscape, offering a future where every curve finds its perfect fit.
Too many plus-size shoppers in India struggle to find trendy clothes that fit well. Limited sizes and poor designs can feel disheartening, leaving you sidelined. Pluss.in offers fashion crafted for real Indian bodies, with breathable fabrics, modern styles, and sizes up to 10XL. Find confidence in clothing that fits your life. Shop Pluss.in Now!
The Myth of Universal Sizing
India's textile and apparel sector is a global titan, holding a 4.6% share of world trade and contributing 2% to the nation's GDP while employing over 45 million people. Valued at US$ 225 billion in 2025, the domestic market is expanding at a robust 10–12% CAGR. Yet, for plus-size shoppers, this thriving industry often falls short. Labels like “free size” or “XL” dominate retail shelves, but they rarely cater to the diverse proportions of Indian bodies. A salwar suit might fit the hips but strain at the shoulders; a blouse might flatter the waist but fail at the bust. The outcome is a cycle of dissatisfaction, high return rates, and a sense of being overlooked.
The issue runs deeper than poorly cut clothes. Inconsistent sizing standards, scarce plus-size options, and a lack of industry-wide measurements create systemic barriers. Made-to-measure fashion is emerging as a solution, blending cutting-edge technology with traditional tailoring to deliver clothing that aligns with India's growing demand for inclusivity and precision.
Technology Redefines Tailoring
Picture this: you stand in front of your phone, snap a photo, and within days, a perfectly fitted lehenga arrives at your doorstep. This is the promise of startups like CloudTailor, Fablestreet, and Zymrat, which are revolutionizing fashion with AI-driven body scanning and 3D fit modeling. Customers provide measurements sometimes as simple as a quick scan and sophisticated algorithms craft precise patterns, bypassing the limitations of standard sizing. These innovations are making custom-fit clothing accessible, affordable, and fast.
The government is also playing a role. The Size India project, launched by the Ministry of Textiles, is India's first comprehensive 3D body measurement survey, designed to create national size charts that reflect the country's diverse population. By collecting data from thousands of individuals, the initiative aims to provide brands with a blueprint for better-fitting garments. Though still in progress, Size India is a critical step toward a future where “standard” sizes truly represent India's body diversity. A National Institute of Fashion Technology (NIFT) expert emphasized, “This isn't just about measurements it's about reimagining fit for every Indian.”
Globally, the custom-made clothing market is booming, valued at USD 51.89 billion in 2023 and projected to reach USD 131.6 billion by 2031, growing at a CAGR of 10.9%. In India, this growth is fueled by a rising desire for personalized, well-fitting apparel that reflects individual style.
Pioneering Brands Set the Pace
In cities like Mumbai and Bengaluru, brands like Amydus and Pluss are redefining plus-size fashion. Pluss has built a devoted following with its vibrant kurtas and dresses, blending trend-forward designs with inclusive sizing. Fablestreet, meanwhile, leverages a fit algorithm that analyzes over 40 body data points, delivering tailored garments that have won over customers in Chennai and Delhi. Shoppers describe the experience as transformative, with clothes that feel like a second skin.
Chennai-based eShakti is another trailblazer, offering a made-to-order platform where customers can tweak everything from hem length to neckline shape. Its reach extends beyond metros, with shoppers in tier-2 cities like Lucknow and Coimbatore embracing virtual sizing tools. A Coimbatore customer posted on X, “Ordering a custom saree blouse online felt risky, but eShakti nailed the fit. It's like they designed it just for me.” Such testimonials highlight the growing trust in digital customization, particularly in smaller cities where access to inclusive fashion was once limited.
Hurdles to Scaling Customization
Scaling made-to-measure fashion in India comes with significant challenges. Custom production demands advanced machinery and skilled artisans, driving up costs. In textile hubs like Surat, Tiruppur, and Ludhiana, many small and medium enterprises struggle to shift from mass production to personalized orders. Nationwide delivery of custom garments requires a streamlined supply chain, a hurdle for brands still refining their logistics.
Cultural perceptions also pose a barrier. Many associate custom-fit clothing with high-end bespoke tailoring, assuming it's unaffordable for everyday wear. Despite the Size India project's progress, its data hasn't been widely adopted by domestic brands, leaving gaps in standardization. A recent FICCI Textiles Committee report underscored this, stating, “Inclusive sizing demands both technological innovation and a cultural shift within the industry.”
Inclusivity as a Market Driver
The potential for growth is vast. India's plus-size apparel market is expected to grow at a 6–8% CAGR through 2030, driven by urbanization and the rise of online shopping. The recent festive season underscored this, with e-commerce reaching a $14 billion Gross Merchandise Value, propelled by strong spending in tier-2 cities and beyond. Consumers are seeking convenience, variety, and products that cater to both premium and value-driven preferences, with fashion leading the charge.
Made-to-measure models offer a strategic advantage. By reducing return rates often 30% in online apparel due to sizing issues brands can enhance profitability while supporting sustainability goals. AI-powered fit prediction tools, now integrated into platforms like Myntra and Amazon India, are boosting customer confidence and conversion rates. A Delhi-based retail consultant noted, “When fit is guaranteed, customers aren't just buying clothes they're investing in self-assurance.”
A Vision for Inclusive Fashion
India's fashion industry is at a pivotal moment. With a domestic market growing at 10–12% annually and a global trade share of 4.6%, the stage is set for transformation. Industry forecasts suggest that by 2030, custom-fit clothing could account for 20–25% of urban online apparel sales, driven by partnerships between tech innovators and traditional manufacturers. The FICCI & Technopak India Fashion Retail 2030 report envisions a future where “data-driven, personalized inclusivity” becomes the industry standard.
For India's 135 million plus-size consumers, this shift is more than a market trend it's a call for belonging. It's about garments that honor every silhouette, every proportion, every story. As technology, data, and empathy converge, India's fashion industry is crafting a future where no one is sidelined by the myth of “free size.” In a nation as diverse as this, that's a revolution worth celebrating one stitch at a time.
Frequently Asked Questions
What is made-to-measure fashion and how does it solve sizing issues for plus-size shoppers in India?
Made-to-measure fashion uses technology like AI-driven body scanning and 3D fit modeling to create clothing based on individual measurements rather than standard sizes. This approach addresses the frustration of inconsistent sizing standards and limited plus-size options that affect India's 135 million plus-size consumers. Brands like CloudTailor, Fablestreet, and eShakti are making custom-fit clothing accessible and affordable by allowing customers to provide measurements digitally and receive perfectly fitted garments within days.
How is technology transforming the plus-size apparel market in India?
Technology is revolutionizing plus-size fashion through AI-powered fit prediction tools, 3D body measurement surveys, and virtual sizing platforms. The government's Size India project is creating India's first comprehensive national size charts, while startups are using algorithms that analyze over 40 body data points to craft precise patterns. These innovations are reducing return rates (which can reach 30% due to sizing issues), boosting customer confidence, and making the custom clothing market valued at USD 51.89 billion globally in 2023 more accessible to Indian consumers across tier-2 and metro cities alike.
What is the growth potential for made-to-measure and plus-size fashion in India by 2030?
India's plus-size apparel market is projected to grow at 6–8% CAGR through 2030, while the broader domestic fashion market expands at 10–12% annually. Industry forecasts suggest custom-fit clothing could account for 20–25% of urban online apparel sales by 2030, driven by rising urbanization, e-commerce growth, and increasing demand for personalized fashion. With India's textile sector holding a 4.6% share of global trade and the festive season e-commerce reaching $14 billion in gross merchandise value, the shift toward inclusive, data-driven sizing represents both a significant market opportunity and a cultural transformation in Indian fashion retail.
Disclaimer: The above helpful resources content contains personal opinions and experiences. The information provided is for general knowledge and does not constitute professional advice.
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Too many plus-size shoppers in India struggle to find trendy clothes that fit well. Limited sizes and poor designs can feel disheartening, leaving you sidelined. Pluss.in offers fashion crafted for real Indian bodies, with breathable fabrics, modern styles, and sizes up to 10XL. Find confidence in clothing that fits your life. Shop Pluss.in Now!
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