Why Made in India Brands Are America’s New Luxury Obsession

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Made in India brands are transforming America’s luxury landscape despite South Asia’s historical underrepresentation in global fashion. We’re witnessing a remarkable shift as Indian designers blend traditional craftsmanship with contemporary silhouettes, creating luxury pieces that American consumers can’t seem to get enough of.

The numbers tell a compelling story: India’s luxury fashion market is projected to reach $2.12 billion by 2028, driven by rising global demand, evolving consumer preferences, and the country’s unmatched manufacturing capabilities. Luxury brands expanded their footprint significantly in 2023, leasing over 600,000 square feet of retail space — a staggering 170% increase from the previous year. Notably, brands like Behno New York are setting new standards for conscious luxury with ethically crafted handbags, while Indian designer Sabyasachi continues to capture international attention with pieces that celebrate South Asia’s rich heritage.

In this article, we’ll explore why U.S. consumers are embracing Indian luxury brands, highlight success stories like Behno’s bestselling Ina Series (a modern interpretation of India’s ancient potli bag), and examine how cross-border trade and supply chain adaptability are positioning India as a trusted manufacturing partner for high-end fashion production worldwide.

Why U.S. Consumers Are Embracing Indian Luxury

American consumers are increasingly drawn to Indian luxury brands not for flashy logos, but for their authentic stories and cultural depth. The relationship between U.S. buyers and Indian luxury represents a fundamental shift in what defines premium products in today’s market.

Shift from logos to authenticity and story

Today’s discerning consumers seek experiences that enrich their lives rather than merely owning expensive branded items. This preference aligns perfectly with Indian luxury’s storytelling approach. Research reveals that Indian Gen Z consumers, particularly the “New Maharaja” persona, prefer “silent luxury” without conspicuous logos, focusing instead on quality and cultural connections.

Brands like Sabyasachi Mukherjee have capitalized on this trend by celebrating India’s centuries-old textile traditions. This resonates with American consumers who value what Paper Boat and Sweet Karam Coffee have mastered — evoking nostalgia through authentic cultural elements.

Demand for sustainable luxury and conscious fashion

Sustainability has evolved from trend to necessity in luxury markets. By 2025, sustainable fashion in India isn’t just a growing movement — it’s becoming a mainstream expectation.

American consumers are increasingly choosing brands that align with their values, prioritizing:

Eco-friendly practices and fair trade initiatives

Transparent production and ethical sourcing

Support for rural artisans and endangered art forms

A 2024 survey found that nearly 73% of Gen Z consumers in urban India actively seek out sustainable brands and products made ethically. This mirrors similar shifts in American buying patterns, where brands like Grassroot by Anita Dongre demonstrate how sustainable luxury can successfully preserve environmental and social aspects simultaneously.

Cost-effective luxury with high-end appeal

Indian luxury brands offer Americans high-end appeal without the exorbitant price tags of established European houses. India’s affordable luxury market alone could exceed USD 25 billion by 2030, driven by brands that elevate products through story, style, and soul rather than artificially inflated prices.

Lab-grown diamonds from brands like VARNIYA exemplify this trend, offering sustainable alternatives to mined diamonds without compromising quality or appearance. Furthermore, e-commerce has empowered Indian luxury brands to reach American consumers directly, eliminating traditional retail markups.

The blend of cultural authenticity, sustainability, and accessible pricing has created a perfect storm for Indian luxury’s growing appeal in America’s competitive marketplace.

Success Stories of Indian Brands in the U.S.

Indian luxury brands are capturing the American market with their unique blend of heritage craftsmanship and contemporary design. Several standout names have successfully bridged continents, creating new definitions of luxury that resonate with U.S. consumers.

Indian designer Sabyasachi and his global appeal

Sabyasachi Mukherjee has emerged as India’s most internationally recognized luxury brand. After selling a 51% stake to Aditya Birla Group, he opened a magnificent flagship store in New York’s West Village in 2022, investing approximately $9 million in this landmark establishment. Additionally, his successful boutique at Bergdorf Goodman has cemented his position in America’s luxury landscape. The designer, who started his journey in 1999, draws nearly 30% of his business from the U.S. market alone. His vision transcends fashion, as he often states: “I want to create India’s first global luxury brand by using Indian craftsmanship.”

Behno New York and the rise of made in India brand bags

Founded by Shivam Punjya in 2015, Behno New York has redefined conscious luxury through ethically crafted handbags. The brand, whose name means “sisters” in Hindi, operates under the “Behno Standard,” ensuring:

Fair wages and safe working conditions

Environmental responsibility

Direct engagement with factory partners

Their bestselling Ina Series reimagines India’s ancient potli bag into a contemporary design. Each piece is crafted at their small-batch luxury leather workshops in India, primarily by a female workforce who receive healthcare and education resources.

From Jaipur to Manhattan: Harago and Kardo

Jaipur-based menswear brands have found remarkable success in America’s high-end retail spaces. Harago, founded by Harsh Aggarwal, gained significant attention when Harry Styles wore their hand-embroidered selvedge cotton shorts. Meanwhile, Kardo’s founder Rikki Kher has spent a decade highlighting India’s artisanal textiles through menswear, now stocked in 150 stores worldwide including Bergdorf Goodman and Mr Porter. Both brands exemplify how South Asian designers are joining the menswear revolution by combining traditional and contemporary silhouettes with exceptional embroidery craftsmanship.

Retail Expansion and Cross-Border Trade

From elite department stores to cutting-edge e-commerce platforms, made in India brands are securing prime retail positioning in America’s most coveted luxury spaces. The retail expansion reflects not just growing American appetite for Indian craftsmanship, consequently creating new pathways for cross-border trade.

Indian brands in Bergdorf Goodman, Mr Porter, and more

The iconic Bergdorf Goodman has become a significant showcase for Indian luxury. Five Indian brands have successfully maintained their presence in this prestigious New York department store:

Sabyasachi (featured since November 2024 with a dedicated sixth-floor space)

VAK (jewelry brand since September 2022)

Janavi India (the first Indian brand at BG, maintaining presence for 14 years)

MUNNU by Gem Palace (permanent residency since October 2019)

Verandah (launched with Resort ’22 collection)

In fact, being featured at Bergdorf validates a brand’s quality globally. “When the Royal families of the Middle East see that VAK is at Bergdorf, they recognize the quality of my product,” notes Vishal Kothari, VAK’s founder.

Beyond Bergdorf, several Indian menswear brands have secured placement on Mr Porter, including Kardo, Harago, and Kartik Research.

The role of e-commerce in reaching U.S. markets

E-commerce has empowered Indian brands to reach American consumers directly. Platforms like Aashni & Co and Kynah specialize in curating Indian designer collections specifically for diaspora markets. Moreover, these platforms understand the nuanced requirements of affluent shoppers seeking both traditional and contemporary Indian wear.

The average order value reveals interesting patterns — UK online sales through Pernia’s Pop-Up Shop average £400, whereas in-store transactions reach approximately £1200, almost three times higher.

Cross-border trade and supply chain adaptability

Cross-border adaptability has become essential as Indian brands navigate international expansion. Specialty e-tailers are crucial in this ecosystem, offering expertise in interpreting micro-trends in traditional Indian wear for global audiences.

These platforms excel at managing seasonal sales spikes relevant to the diaspora community. Significantly, they’re also addressing unique market preferences — UK customers prefer everyday pieces like co-ord sets and jewelry, whereas U.S. customers gravitate toward embellished statement pieces for special occasions, primarily due to limited access to physical Indian stores.

Indian brands are continuously evolving their cross-border strategies, with companies like Purple Style Labs (owner of Pernia’s Pop-Up Shop) raising $8 million in 2023 to expand from London into New York, San Francisco, Los Angeles, Dubai, and Singapore.

The Future of Made in India Brands in Global Fashion

The regulatory landscape for global fashion is evolving rapidly, creating both opportunities and challenges for made in India brands seeking international recognition. As the European Parliament moves toward stricter due diligence rules, the future of Indian luxury in America hinges on strategic adaptations across multiple fronts.

Scalable trust infrastructure and global compliance

Tighter scrutiny of global supply chains is becoming inevitable as new European due diligence rules will soon expose fashion companies to legal penalties for human rights abuses and environmental degradation in their supply chains. Above all, Indian brands must embrace transparency — a principle some luxury houses have historically avoided. Currently, many Western luxury brands use Indian manufacturing without acknowledging it on labels through various loopholes, although this secrecy is gradually changing.

Successful Indian brands are implementing:

Design registration protection (valid for 10 years, extendable by 5)

Legal Metrology compliance with mandatory labeling requirements

Geographical Indication (GI) protection for region-specific crafts

Trend-responsive production and design adaptability

Technology adoption, coupled with cultural craftsmanship, gives Indian manufacturers a unique edge in adaptability. As India’s fashion industry accelerates toward a projected USD 160–170 billion by 2028 with an annual growth rate of 11–12%, its production capabilities are evolving to meet global demand.

Indian brands are investing in one-stop manufacturing facilities that combine ancient techniques with modern efficiency. This blend allows for quicker response to global trends without sacrificing quality — a crucial advantage for meeting American consumers’ evolving preferences.

India as a trusted manufacturing partner for U.S. luxury brands

The narrative around “Made in India” is shifting fundamentally. Annual embroidery exports alone jumped tenfold since the late 1990s, exceeding USD 250 million before the pandemic. Forward-thinking luxury houses like Valentino recognize that acknowledging Indian craftsmanship “helps boost national pride,” which may benefit brands since India represents the “next frontier market for luxury”.

Emerging initiatives like Utthan, though still developing, aim to standardize wages and improve workplace safety across Mumbai’s factories. Hence, as sustainability becomes non-negotiable in luxury fashion, India’s evolving infrastructure positions it as an increasingly attractive manufacturing partner for discerning American brands seeking both quality and conscience.

Conclusion

The rise of made in India luxury brands in America signals a profound shift in global fashion dynamics. Traditional craftsmanship paired with contemporary design has created a unique value proposition that American consumers increasingly appreciate. Undoubtedly, the preference for authenticity over conspicuous logos marks a fundamental change in luxury consumption, with brands like Sabyasachi and Behno New York leading this transformation.

Sustainability stands as the cornerstone of Indian luxury’s appeal. American consumers now seek products aligned with their values, making Indian brands’ ethical practices and cultural heritage particularly attractive. Their ability to deliver premium quality at accessible price points further strengthens their competitive edge against established European houses.

Retail expansion through prestigious American stores and e-commerce platforms has created multiple touchpoints for consumer engagement. This multi-channel presence ensures that made in India luxury remains accessible to diverse American demographics. Consequently, cross-border trade adaptations have become essential, with Indian brands evolving to meet market-specific preferences while maintaining their cultural authenticity.

The future looks promising as Indian manufacturers embrace transparency and compliance with global standards. Their unique blend of traditional techniques with modern efficiency positions them perfectly to respond to rapidly changing consumer preferences.

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This combination of heritage and innovation ensures that made in India luxury will continue to capture American hearts while creating a new paradigm in global fashion that celebrates cultural diversity, sustainability, and exceptional craftsmanship.

Above all, we believe the success of Indian luxury in America represents more than a passing trend — it reflects a broader cultural appreciation and value shift that will shape fashion’s future for decades to come.