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What High-Street Brands Get Wrong — and Right— in India

H&M and Zara continue to expand in the country but local mass market competitors offer consumers a more complete wardrobe including popular ‘Indo-Western’ style outfits.
Swedish fast fashion giant H&M released a campaign collection with traditional Indian elements for the 2023 festive period.
Swedish fast fashion giant H&M released a range with some traditional Indian clothing elements for the 2023 festive campaign period. (H&M)

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About the author
Praachi Raniwala

Praachi Raniwala is a contributing writer at The Business of Fashion. She is based in India and specialises in luxury fashion, travel, and jewellery.

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