International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
Call for Papers | Fully Refereed | Open Access | Double Blind Peer Reviewed

ISSN: 2319-7064


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Analysis Study Research Paper | Economics | India | Volume 12 Issue 9, September 2023


Weaving Culture / Cultural Weaving: The Behavioural Science of Buying Indian Clothes

Anaya Khera


Abstract: India has emerged as a key site for the growth of the fast fashion and high fashion industries, with increased globalisation. At the same time, trends in consumer behaviour show that both Indian and global consumers prefer brands that connect with local cultures in a non - exploitative manner and are mindful of sustainability. Therefore, Indian brands are now able to proudly display authentic culture and effectively compete in the local and global markets. This paper examines the intersection between culture and branding and analyses negative manifestations of this, such as cultural appropriation and insensitivity towards marginalised communities. However, there have been several positive examples of brands approaching fashion through a grassroots lens and empowering the communities and artisans involved in the production of the clothes. This paper elaborates upon the practices of these brands and concludes with recommendations for further research into the field of 'glocalised' fashion and sustainability.


Keywords: Global, Appropriation, Glocalisation, Artisans, Brands


Edition: Volume 12 Issue 9, September 2023,


Pages: 1028 - 1031


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