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Navigating the Indian Fashion E-Commerce Landscape: Challenges and Opportunities for Emerging Start-Ups

Author

Listed:
  • Krishna Teja Perannagari

    (Indian Institute of Management (IIM))

  • Shivaani Kannan

    (Indian Institute of Management (IIM))

  • B. Mythiri

    (Xavier Institute of Management and Entrepreneurship)

Abstract

In recent years, Indian fashion e-commerce has experienced significant growth, driven by increased digital adoption, rising disposable income among Gen Z consumers, and evolving lifestyle choices. India’s fashion e-commerce market, while being dynamic and competitive, also offers opportunities for new entrants. The current study explores the challenges faced by emerging start-ups primarily targeting Gen Z consumer segments and offers strategic insights to strengthen their competitive positioning. The study employs a multi-phased approach, beginning with interviews involving entrepreneurs from three start-ups operating in resource-constrained environments to identify the strengths and challenges of these start-ups. The study proceeds with a survey of the three start-up customers to understand their preferences and culminates with a series of interviews with entrepreneurs to investigate their approaches for achieving value-driven differentiation. The findings are systematically curated using the ERRC (Eliminate, Reduce, Raise, Create) framework, highlighting the importance of streamlining the start-ups’ value proposition, operations, marketing initiatives, and business model to sustain and excel in the fashion sector.

Suggested Citation

  • Krishna Teja Perannagari & Shivaani Kannan & B. Mythiri, 2025. "Navigating the Indian Fashion E-Commerce Landscape: Challenges and Opportunities for Emerging Start-Ups," International Journal of Global Business and Competitiveness, Springer, vol. 20(1), pages 10-22, June.
    • Handle: RePEc:spr:ijogbc:v:20:y:2025:i:1:d:10.1007_s42943-025-00113-0
    DOI: 10.1007/s42943-025-00113-0
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    More about this item

    Keywords

    Fashion industry; Entrepreneurial challenges; D2C e-commerce; Start-up differentiation; ERRC grid;
    All these keywords.

    JEL classification:

    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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