Cotton is one of the most commonly used fabrics in India. Cotton kurtis, shirts, and garments are worn as casual wear too, making it something primarily mundane in nature yet easily accessible to a significant extent. The numerous brands which are emerging recently in the garments market are facing severe competition and pressure to overperform and beat the other contemporary brands. With the source material and the final outcome being of the similar nature, the difference lying in merely printed patterns or fabric quality (supreme or inferior, varying from one company to the other), the marketing strategy and presentation of the final products is what makes the brand truly stand out.
The current companies include Cotton Cottage, Cottonworld, Libas, Virgio, Uniqlo, Prathaa- weaving traditions, Jisora, No Nasties, and Nykaa Fashion. Libas features both ethnic wear and comfortable, breezy Western style dresses too. This inclusivity makes it catch the attention of the target audience easily. On the contrary, Virgio mainly comprises Western dresses only, be it body-hugging, seamless bodycon dresses, or summer-ready, floral-printed, cotton knee-length frocks. Nykaa Fashion is highly inclusive of all types of trends and fashion styles, since fashion is always evolving and changing, as is its nature.
