Fashion in India is no longer just about trends. It’s about identity, speed, value, and conscious choices. But is sustainability really driving buying decisions, or is it still secondary to style and price?

Our host Shreshta Joy and Himi Khandelwal, Associate Director, Founder’s Office at Virgio had an insightful conversation to break down how Indian fashion consumers, especially Gen Z, are thinking, shopping, and discovering brands today.

Himi shares sharp insights on why fashion has become a “digital identity” for young shoppers, how creator-led discovery is reshaping purchase behavior, and why homegrown Indian brands are outperforming global fast-fashion players on cultural relevance. 

The conversation also dives into the reality of sustainability in India, the intention vs. action gap at checkout, and how concepts like cost-per-wear and demand-led manufacturing can reduce waste without sacrificing trendiness.

Here’s what we covered:

(00:00) Trailer

(00:50) Intro & Welcome (Himi Khandelwal)

(02:48) Gen Z Consumer Behavior & Fast Fashion

(05:49) Homegrown vs. Global Brands

(07:44) Sustainability Adoption in the Indian Market

(10:20) The "Sustainability-Affordability-Trend" Paradox

(13:46) Content Strategy & Influencer Marketing

(16:04) AI and Product Discovery

(17:22) The Future of AI in Fashion

(18:19) Outro 

If you work in fashion, retail, ecommerce, or brand strategy, or just want to understand where Indian fashion is headed, this episode offers a grounded, real-world perspective from inside a fast-growing fashion brand.