Which Country Has the Highest Demand for Indian Clothes?

Every year, over $15 billion worth of Indian textiles and clothing leave the country, finding their way into wardrobes from London to Los Angeles. But one country stands out-not just for buying more, but for deeply connecting with the culture behind the fabric. That country is the United States.

Why the U.S. Leads in Demand for Indian Clothes

The U.S. doesn’t just import Indian clothes-it celebrates them. From yoga studios in Portland to wedding halls in New Jersey, Indian attire has moved beyond niche markets and become part of mainstream fashion. In 2024, American consumers bought nearly $3.2 billion worth of Indian textiles, according to U.S. Customs data. That’s more than double what the UK imported and nearly three times what Canada spent.

What’s driving this? It’s not just price. It’s authenticity. American shoppers are drawn to handwoven Banarasi silks, block-printed kurtas from Jaipur, and hand-embroidered lehengas from Gujarat. These aren’t mass-produced fast fashion items. They’re pieces with stories-made by artisans using techniques passed down for generations.

Brands like Maya by Sabyasachi and Raw Mango have opened flagship stores in New York and Los Angeles. Even mainstream retailers like Nordstrom and Anthropologie now carry curated collections of Indian wear. Instagram influencers in the U.S. regularly post styling tips for sarees and sherwanis, turning traditional outfits into viral trends.

How Indian Clothes Fit Into American Lifestyle

Indian clothing isn’t just worn for cultural events anymore. It’s worn to brunch. To office parties. To music festivals. The rise of “ethnic fusion” fashion has made Indian fabrics a go-to for people looking to stand out.

Think of a cotton churidar paired with a denim jacket. Or a silk dupatta draped over a simple white t-shirt. These combinations aren’t forced-they feel natural. Younger Americans, especially those with South Asian heritage, are reclaiming these garments as symbols of identity, not just costume.

Plus, sustainability plays a role. Indian textiles are often made from natural fibers like cotton, silk, and linen, using low-impact dyes and handcrafting methods. As U.S. consumers become more eco-conscious, they’re turning away from synthetic fast fashion and toward pieces that last-and that tell a story.

Other Major Markets Compared

While the U.S. leads, other countries are close behind-and each has its own reason for loving Indian clothes.

• United Kingdom: With over 1.8 million people of Indian descent, the UK has deep cultural ties. London’s Oxford Street and Manchester’s Curry Mile are filled with shops selling authentic Indian wear. Demand peaks during Diwali and wedding season.
• Canada: Toronto and Vancouver have thriving South Asian communities. Canadian shoppers prefer lighter fabrics for colder climates, driving demand for wool-blend kurtas and lined sherwanis.
• Australia: Growing interest in wellness and yoga has made Indian wear popular among non-Indian Australians. Linen sarees and cotton kurtas are common in Melbourne’s café culture.
• Germany and the Netherlands: These countries buy large volumes of Indian cotton fabrics for home textiles-bed sheets, curtains, table linens-more than finished garments.

But none match the U.S. in both volume and cultural integration. In the U.S., Indian clothes aren’t just imported-they’re adopted.

What Makes Indian Clothes So Appealing Abroad

It’s not just the look. It’s the craftsmanship.

Indian textiles are known for intricate techniques like Bandhani (tie-dye), Kalamkari (hand-painted fabric), and Zardozi (metal-thread embroidery). These aren’t replicated easily by machines. Each piece takes days, sometimes weeks, to complete. Buyers abroad pay a premium for that level of detail.

Also, Indian designers are getting better at adapting for global tastes. They’re shortening saree lengths for Western body types, adding pockets to kurtas, and using neutral tones alongside bold colors. The result? Garments that feel familiar but still distinct.

Indian manufacturers have also improved quality control. In the past, inconsistent stitching and color fading were common complaints. Today, exporters follow international standards like OEKO-TEX certification, ensuring fabrics are safe and durable.

Challenges Still Facing Indian Textile Exporters

Even with strong demand, there are hurdles.

• Shipping delays: Post-pandemic supply chains are still fragile. A shipment from Surat to New York can take 45 days if customs paperwork isn’t perfect.
• High tariffs: The U.S. imposes up to 16% duty on finished garments, making Indian clothes more expensive than similar items from Bangladesh or Vietnam.
• Competition: Fast fashion brands like Zara and H&M now copy Indian prints at a fraction of the price. They don’t have the craftsmanship, but they have speed and scale.
• Brand recognition: Most American shoppers don’t know the difference between a handloom Banarasi silk and a machine-made imitation. Without clear labeling or storytelling, Indian brands get lost.

Successful exporters are solving these by building direct-to-consumer brands online. Companies like Ajio Global and FabIndia now ship worldwide with transparent pricing, artisan profiles, and videos showing how each piece is made.

The Future of Indian Clothes in Global Markets

The demand isn’t slowing down. In fact, it’s growing faster among Gen Z and millennials. A 2024 survey by McKinsey found that 42% of U.S. consumers under 30 have worn Indian clothing at least once in the past year-up from 27% in 2020.

More Indian designers are partnering with American stylists and influencers. Collaborations between Indian weavers and U.S. fashion schools are becoming common. Some universities in California now offer courses on Indian textile history.

The next big opportunity? Customization. Imagine ordering a kurta online, choosing your fabric, embroidery style, and sleeve length-all made by the same artisan who’s been doing it for 30 years. That’s the future. And it’s already starting in the U.S.

What This Means for Indian Textile Manufacturers

If you’re a manufacturer in India, the message is clear: don’t just make clothes. Tell their stories.

Focus on:

• Building direct export channels to the U.S. market
• Using digital platforms to show craftsmanship-videos, Instagram reels, behind-the-scenes content
• Getting certifications that prove authenticity and sustainability
• Designing for global fit and function, not just tradition

Those who treat Indian clothes as cultural exports-not just commodities-will win. The world isn’t just buying fabric. It’s buying heritage, skill, and soul.