An Analysis of Indian Homegrown Clothing Brands from the Perspective of Youth Consumption

Homegrown clothing brands have gained popularity in India over the past few years, despite the fashion industry being predominantly dominated by foreign brands. This study aims to analyse the strengths of homegrown clothing brands in India from the youth’s perspective, examining consumer loyalty and personal experiences with these brands. A mixed-methods approach was used, employing multiple regression, the cumulative link model, and text sentiment analysis for statistical analysis. The study found that price, uniqueness and personalisation, brand image, ethical practices and quality of the product have a significant impact on consumers' decision to shop from homegrown brands.