McKinsey reports that Indians devote about the same share of their income to apparel as Chinese and Brazilians. However, India's lower per capita income means in real dollar terms the spending in much less than other countries.
40% of mass market Indian shoppers said that the most important shopping occasions revolved around special events such as weddings and annual religious festivals. Also, this means that shopping is more of a family activity in India than anywhere else. Nearly 70% of shoppers always go to stores as a family. This is consistent across age groups, income segments, regions, and city sizes.
India women are primary decision makers in apparel purchases for the entire family. Husbands decide the stores the family frequents.
In India the market for apparel for men is larger than those for women.