It is not hard to spot a pair of denim in India. You may come across denim jeans or jacket pretty easily in the country! Urban areas accepted it as a part of their daily life pretty long time back. Rural areas are slowly but steadily accepting this trend. It is popular with the female population and kids, and not just men!
Denim was invented some centuries back in France. It was originally designed for Italian sailors from the French city of Nimes. As the material was strong and sturdy, it also began to be used by miners and others who were required to survive rough conditions.
It entered the normal, day to day living in urban areas of western countries gradually. India remained connected to Denim in some way or the other, all throughout! But actual denim entered the Indian market only during the early eighties.
Denim was first introduced by Arvind Mills in India (1986). The company exported this indigo dyed material to many jeans manufacturers all over the world from very early times. Its success in other countries inspired Arvind Mills to deal in this product inside the country, as well.
The period from 1990 to 2000 was the growing period for denim in India. It attained immense popularity during this time in the country. It was getting quickly popular in the urban areas of India amongst the wealthy masses.
Other than Arvind Denim, Mafatlal Denim, and KG Denim (Indian brands), many international brands also made its way into the country during this period. Flying Machine, Levi Strauss, Lee, Wrangler, Pepe Jeans London, and others gave a tough competition to Indian brands.
Denim played various roles in India, and was not a mere clothing material. It was worn by both men and women; it was a considered to be a symbol of gender equality. It has played a small but notable role in the eradication of sexist discrimination.
A peculiar feature about the growth of denim in India is that it became popular from the high stratum of society and reached to the bottom stratum. This is different as compared to the pattern of growth of denim in the western countries.
Today, it is easy to spot various types of denim in India. It can be availed in various fits and finishes. Denim of various sizes can be easily purchased from a retail store. Unlike the usual indigo, it can also be obtained in dark blue, black, green, red, and even pink shades in India!
India manufactures almost 500 million meters of denim every year. It sells a limited portion of the product inside the country. The rest is exported. It brings a considerable amount of revenue to the country.
The current scenario for denim in India is different as compared to what it was almost three decades back. It got popular in a short span of time. This is not only true for the men folk, but for women and children, as well. Its demand and production is expected to increase in the near future.
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