(Commonwealth_India) As tariffs and economic gales slow growth in main markets like the U.S., many international brands are shifting their attention to India, and for good reason. With a young, tech-savvy populace and a rising appetite for international tags, India is rapidly becoming one of the most stimulating places for businesses looking to develop. What’s even more convincing is that this change isn’t just a trend; it is a part of a much deeper, longer-term alteration in how and where the world shops.
Take Canadian activewear brand Lululemon, for example. It just announced plans to enter India by the second half of 2026. It joins a growing list of international brands, from Spain’s fashion-forward Bershka to Korean beauty favourite Sungboon Editor, that are placing big bets on the Indian market. Despite all the global uncertainty, from supply chain issues to tariff concerns, the buzz around India keeps growing louder.
Sure, some brands are cautious and may push their timelines a bit, waiting for things to stabilize. But the interest is real and growing. Reliance Retail alone has launched six new foreign beauty brands this year, and it’s bringing FaceGym to India by the end of 2025. Fashion brand Shein also made its long-awaited return to India, signaling how important this market has become.
The numbers back the assertion up. Before the pandemic, India saw about a dozen new foreign brand entries a year. In 2023, that rose to 14, and in 2024, the number nearly doubled to 27. For companies scouting global markets, India is no longer just a “potential” destination; it’s a priority.
What’s driving this surge? Bharat Mimani, a partner at BCG, puts it simply: while other markets are facing consumption fatigue, India continues to show growth. “India’s consumption and manufacturing stories are different, and brands are keen to enter,” he says. There’s especially strong activity in the premium and bridge-to-luxury segments, thanks to the rising spending power of Indian consumers who aren’t afraid to pay for quality.
From a supply perspective, things are also aligning in India’s favour. Brands that once relied solely on Indian partners for sourcing are now looking at setting up local manufacturing as they scale. The groundwork has already been laid, and many companies see India as a long-term base, not just a stopgap.
For brands that are already here, the focus is on deeper engagement. Danish toy maker Lego, for instance, had been selling in India since 2020 but only recently opened its first exclusive store in Gurgaon. That move shows a lot; it’s not just being in India but being more present, visible, and committed.
Online platforms are playing a big role in this shift. With real estate being expensive and sometimes hard to come by in Indian cities, brands are leveraging digital shopfronts to reach consumers. Nykaa, Tata Cliq, and Myntra have significantly simplified the process for foreign labels to explore and expand in India. Chanel Beauty and Fragrance recently partnered with Nykaa to make its products more accessible to Indian shoppers. And Tata Cliq is helping Lululemon plan its Indian launch.
Interestingly, demand isn’t just coming from big cities like Mumbai or Delhi. Smaller cities and towns are increasingly becoming strong markets for international brands. As Gopal Asthana, CEO of Tata Cliq, notes, “While metro cities are key markets, we are also seeing growing demand for global brands from non-metro markets.” That’s a big shift; it means brand aspiration is spreading more evenly across the country.
But building a brand in India is not a short-term game. It takes time, effort, and a real understanding of what Indian consumers want. According to Nikhil Prasad Ojha of Bain & Company, brands need to think long-term. He points out that emerging markets made up 60% of global consumer product sales value growth over the past decade and are projected to account for 75% in the next one. “You have to make bets on places where consumption is set to grow steadily,” he says. Currently, India meets all the necessary conditions: economic growth, rising incomes, geopolitical stability, and growing global relevance.
In short, what we’re seeing isn’t just a wave; it’s a new tide. Global brands are now actively exploring India. They’re diving in, confident that this market is not only ready but set to lead the next big phase of global consumer growth.
