Siliconindia Magazine

Cover Story

AND: A Leading Brand Celebrated For Its Uber-Chic Ladies' wear

T he fashion landscape has changed dramatically in the past two decades. India has witnessed massive penetration of global brands. The modern urban Indian youth is spending more on clothing and fashion than ever before. Adding to this popularity is the increase in the standard of living and the comparable affordability offered by fast fashion brands. Known widely as the 6th biggest exporter of clothing materials, India is also one of the top fashion consumers in the world. The fashion industry contributes five percent to the GDP of the country and is rapidly growing for various reasons. With the penetration of the internet, consumer choices and buying behavior keeps evolving by leaps and bounds in urban markets. Founded in 1995, AND stemmed from the realization that the modern Indian...