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Imagine you’re in the 1990s, with a dial-up internet connection and a chance to shop for clothing and fashion apparel online from an e-commerce site that you have never heard of. The trend of online shopping has evolved with the age of the internet in India. And a major cause of this phenomenon was trust issues of the Indian consumer that kept the online shopping experience to buying books. Back then when Rediff, Sify, HomeShop18 and eBay ruled the ways of the World Wide Web in India, Flipkart and Amazon were yet to be discovered and books were the preferred products bought online. In 2013, after its launch in primarily books and consumer appliances, Flipkart officially forayed into fashion with an advertisement tagline – ‘Fashion has a new address.’ The same year saw Amazon’s debut into fashion and lifestyle with the launch of fashion jewellery and watches. The companies gradually expanded its portfolio into men’s wear and to include more brands and so shoppers shifted from buying books and smartphones to more of fashion apparel online. Of all the internet retailing sales in 2015, fashion apparel comprised 18% and consumer appliances was at 17%, as per a report by Nomura dated January 16. The branded apparel market in India was set to double to $30 billion by 2021, investment analyst at CLSA, Chirag Shah said in a report dated May 20, 2016. “We expect 20-25% YoY growth in branded apparel segment vs 6% demand growth for apparel sector (as highlighted in the report),” Shah said speaking on current growth trends in the sector. This market is currently estimated to be a $15-17 billion market in India.

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