Seconding the view put forth by Mr Dayal, Mr Aamir Akhtar, CEO of the largest denim fabric maker in India – Arvind Ltd says, “In addition to fashion, Indian consumer’s value long-lasting performance and robustness in denims. Therefore, we see a good potential for Tough Max Lycra fabrics based denims in India.”

However, the outdoor clothing market is not developed in India, as say in the developed countries. Mr Chandra counters by saying, “Around 70% consumers indicated that they would wear jeans with Tough Max Lycra at informal occasions or for an evening out, which goes to further support the hypotheses that the performance is not just something for only outdoor use”.  

Fibre2fashion News Desk - India