“The remarkable growth of our Next Gen Store reflects a fundamental shift in India’s fashion ecosystem,” said Siddharth Bhagat, director of Amazon Fashion and Beauty India.
After a sluggish start in FY25, characterised by subdued demand and negative same-store sales growth, India’s fashion and apparel industry is poised for a significant rebound in FY26, according to India Ratings and Research (Ind-Ra).
With a catalogue of over two million products from over 340 brands, the Next Gen Store aligns with the industry’s movement toward fast fashion and premium segments.
Focus on GenZ
The GenZ consumer base becomes a major business opportunity, with over 200 million Gen Z individuals in urban India alone. Of these, more than 60 million are already shopping for lifestyle products online, making them a crucial audience for brands looking to expand in India, ET reported.
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“What we are witnessing is an emergence of a new fashion paradigm where Gen Z consumers from across India’s diverse geography are embracing self-expression through style. The Next Gen store’s success in tier-two cities like Chandigarh, Jaipur, and Surat more particularly highlights how digital platforms are reshaping fashion accessibility, allowing trend-forward selections to reach beyond metropolitan boundaries,” Bhagat said.In an interview with Myntra’s chief marketing officer, Sunder Balasubramanian, last year, ET reported that brand loyalty among Gen Z is reciprocal—if brands cater to their tastes and values, they will, in turn, earn Gen Z’s loyalty.
Quick commerce supported growth
A report by Bernstein in September reflected on “big shifts” in GenZ consumption trends, including the rise of quick commerce delivery and direct-to-consumer (D2C) brands.
In February this year, Amazon also entered the quick commerce space, expanding its 10-minute delivery service, Amazon Now, to select localities in Bengaluru, transitioning from an employee-only pilot to a wider rollout.
Internally codenamed ‘Tez’, Amazon is engaging with brands in beauty, home, and kitchen categories as part of the scale-up plan.
