E-commerce platform Flipkart launched latest collection of homegrown casual wear brand The Indian Garage Company (TIGC) in collaboration with cricketer Surya Kumar Yadav.
This collaboration will give millions of Flipkart customers across India access to a vast range of fashionable men's casual wear. The Indian Garage Company is a popular brand among fashion enthusiasts who want to experiment with their style and make a statement. The collection includes more than 2,500 styles of men's casual wear, including trendy shirts and chinos, which are the most popular styles of today. Flipkart has seen a 35 percent year-on-year growth in the casual wear segment over the past year.
According to recent industry reports, GenZ is the largest generation by population, and globally, fashion is their most preferred shopping category. With the highest concentration of the Gen Z population in the world at 52 percent, India has witnessed a rapid growth of contemporary brands and homegrown D2C labels, particularly in the fashion domain. Leveraging the opportunity to serve the evolving fashion needs of consumers across the country, and curating with a deep understanding of these consumers, ‘The Indian Garage Company X Surya Kumar Yadav’ collection is a range that addresses a very specific growing need for casual wear for men. It is aimed at young working professionals and college students who continue to look for branded, quality, and fashionable clothing that suits their ever-evolving lifestyle.
Abhishek Maloo, Senior Director, of Flipkart Fashion said, “Our vast reach and deep understanding of the fashion landscape has enabled us to serve a growing number of fashion-conscious consumers across India over the years. At Flipkart, we have observed the increasing popularity of men’s casual wear over the past few years, with consumers in both metros and T2+ regions seeking options that are more ‘everyday wear’ and versatile in style. With a growing number of D2C brands addressing varied customer needs in the casual wear segment, its share of the closet as a fashion essential has increased tremendously. The Indian Garage Company X Surya Kumar Yadav collection effectively caters to the growing need for fashionable and comfortable clothing. We believe in being an accessible marketplace for all brands and sellers to solve the country’s growing fashion needs, and this launch is aligned with our vision.”
Anant Tanted, Founder, The Indian Garage Company said, “The Indian Garage Company is a perfect amalgamation of fashion and functionality, and it truly reflects Surya Kumar Yadav’s sense of style, athleticism, and design. Surya is a fearless player who has made his mark in the sport of cricket whilst also being known for his unconventional and uber-cool style. We at The Indian Garage Company, also believe in being bold in our approach and imbibing experimentation at the core of our DNA. We are thrilled to unveil this collection on Flipkart, a fashion destination that understands the pulse of young shoppers, and their deep market penetration will help us provide the widest selection of casual wear to every fashion-seeker across India.”