Top Countries with Highest Demand for Indian Clothes: Global Markets for Indian Fashion

Walk down any street in London’s Southall or New York’s Jackson Heights, and you’ll see saris in explosion-bright hues, men in sharp kurtas, and bridal lehengas sparkling in boutique windows. Those scenes aren’t rare today. Indian clothes have gone from local essentials to global sensations, and the fire is spreading fast. Big question—where is the craze hottest? Which country tops the charts for Indian fashion, and what’s feeding that demand in 2025? The answer isn’t as obvious as many think, and the story is packed with migration waves, celeb red carpets, booming exports, and the power of social media culture shocks.

The World’s Obsession with Indian Fashion: Who Wears It Most?

Let’s cut right to the chase. While Indian clothes turn up everywhere from African weddings to Parisian designer runways these days, the country with the highest demand for Indian clothes is the United States. And it’s not even close. According to figures released by the Indian Ministry of Commerce in early 2025, the US imported more than $2.8 billion worth of Indian ethnic garments and textiles in the last fiscal year, outpacing the UK, UAE, Canada, and Australia. With a population of over 4.8 million people of Indian origin, America’s connection to Indian culture is deep and constantly growing.

This demand isn’t only about big Indian diaspora numbers. Think about the wider impact: Netflix blockbusters like "Bridgerton" and Hollywood’s love affair with Naeem Khan gowns have mainstreamed Indian silhouettes. In 2024, American celebrities made headlines wearing saris and sherwanis at major galas. Indian designers like Sabyasachi and Manish Malhotra now have footholds in New York and Los Angeles, with posh boutiques and pop-up collabs. Online retail platforms like Amazon, Utsav Fashion, and Pernia’s Pop-Up Shop ship salwar suits, lehengas, and dupattas overnight to every US zip code.

But here’s a plot twist—non-Indians make up a chunk of buyers. Yoga studios look to India for their loose dhotis and maxi-length kurtas. College grads shop for ready-to-wear Nehru jackets for Diwali parties, while Indo-Western fusion has revamped festival wardrobes everywhere from Texas to San Francisco. Plus, second-generation Indian Americans are reclaiming ancestral styles for weddings, TikToks, and even job interviews (yes, really!).

Of course, the US doesn’t dominate alone. The United Kingdom holds the second spot, raking in more than $2.1 billion in Indian garment imports last year, especially around peak wedding season. The UAE’s wealthy South Asian population and local love of ornate materials make Dubai another hub, with Indian boutiques lining the Gold Souk and Jumeirah Beach neighborhoods. Australia’s growing Indian diaspora, now over 900,000 strong, drives demand for men’s and women’s wear, and multicultural celebrations in cities like Melbourne and Sydney often turn into Indian fashion showcases. Even countries with smaller South Asian populations—like Singapore, South Africa, and Malaysia—display impressive demand, largely tied to cultural festivities and Indian film influence.

The export chart below breaks down the top markets globally for Indian clothing, based on data compiled through April 2025 by India’s Department of Commerce:

Shopping for Indian fashion no longer means an annual trip to Delhi’s Chandni Chowk. US stores like Macy’s now stock fusion sarees and embroidered jackets. New York’s Saks Fifth Avenue even experimented with Sabyasachi’s bridal line in 2024, opening the floodgates for luxury ethnic wear in mainstream Western retail.

Trends Behind The Boom: Why Everyone Wants Indian Clothes

The “why” behind this meteoric surge is a blend of tradition, nostalgia, and clever marketing. First, Indian clothes stand out for their riotous color, intricate embroidery, and versatility. Even Western millennials, bombarded by fast fashion, are turning to handloom saris and block-printed kurtas for something fresh. Comfort is another secret weapon—in an era where sweatpants seem too basic, a flowing kurta-pajama set hits the sweet spot for both style and ease.

Bollywood is a megaphone for Indian trends. Movies from "Rocky Aur Rani Ki Prem Kahani" to "Jawan" spotlight shimmering lahengas and embroidered blouses, and social influencers recreate the looks within hours. Did you catch the #SariNotSorry trend? It clocked over 5.2 million posts on Instagram in 2024, mostly from Gen Z creators outside of India embracing Indian fashion as both statement and rebellion. Memes, music videos, and viral reels have turned simple dupattas into international symbols of cool.

Indian wedding culture is another potent force. In the US, the South Asian wedding industry surpassed $70 billion in 2024, according to the South Asian Wedding Association. That means thousands of families shopping for elaborate outfits—not just the bride and groom, but parents, grandparents, siblings, and entire entourages. Mixed-race weddings often incorporate Indian traditions now, stretching demand even further. You’re just as likely to see a non-Indian bride choosing a bright red lehenga as a classic white gown these days.

Then there’s the eco-friendly angle. As sustainability grows big, handloom cottons, silks, and organic dyes in Indian textiles have made global headlines. Brands such as Raw Mango, FabIndia, and Anita Dongre highlight transparency, artisan wages, and traditional craft, which appeals to eco-conscious consumers in Europe and America. Shopping “Made in India” is now a smart, responsible choice, not just an aesthetic one.

The West isn’t the only one catching on. African markets, especially Nigeria and Kenya, adore Indian fabrics for their quality and colors—many designers there now style ankara prints with sari borders and dupatta drapes. Middle Eastern royals place bespoke orders for zardozi work and Banarasi weaves, while Japanese and Korean designers remix Indian embroidery for high-street collections. Don’t even get started on Russia, where Bollywood has planted deep fashion roots for decades, and WhatsApp groups buzz with local sari sales.

Some practical insights: Indian entrepreneurs looking to tap into these international markets emphasize the need to understand local size charts, modes of payments, and holiday timetables (Diwali shipping is not the same as Christmas cutoffs). Even packaging matters: in the US, eco-packaging and free returns can make or break a sale. And never underestimate the power of a good story—consumers want to hear about who made their clothes, where the fabric comes from, and how the process helps sustain a centuries-old craft.

It’s a wild mashup of tech, tradition, and timing. Retailers report that livestream shopping events, WhatsApp fashion drops, and celebrity-backed collections bring the biggest surges. The bottom line? If you’re in the business of Indian fashion, you can’t ignore global demand, especially in North America and the UK.

Exporting Indian Clothes: Where the Money Flows and Tips for Success

You might be an aspiring exporter or just super curious about how these clothes jet-set from Surat to Seattle. Here’s the lowdown. India’s textile and apparel sector is gigantic—worth over $150 billion in 2025, with clothing exports making up more than $44 billion annually, according to the Confederation of Indian Textile Industry. Ready-made garments and ethnic wear are the fastest-growing subsectors. The US market alone now takes in nearly 19% of Indian textile exports, and the UK, UAE, Germany, and Australia are all surging ahead too.

Those numbers make sense when you factor in Indian government support. Initiatives like "Make in India" and updated Free Trade Agreements (including the 2024 India-UK Enhanced Trade Partnership) are slashing tariffs, making exports easier than ever. Even US customs has streamlined paperwork for Indian textile imports, thanks to rising demand.

But shipping Indian clothes isn’t all sunshine. Exporters face lots of obstacles: customs checks, fluctuating currency rates, unpredictable shipping delays (remember that Suez Canal drama in 2024?), plus the challenge of adapting designs for regional tastes. Europeans love minimalist embroidery; Americans want tailored fits and quick delivery times. Newcomers often underestimate the importance of sizing—US sizes can run two notches up from their Indian counterparts. One survey by India’s Apparel Export Promotion Council found that 37% of returned items in North America were due to sizing error.

Another must-know: social proof matters abroad. Shoppers want to see verified reviews, Instagram testimonials, and fashion-forward look-books before pulling the trigger on a $400 lehenga. Brands that invest in influencer deals and authentic storytelling are winning big. Even offering free worldwide shipping on orders above a threshold (usually $200-250) pays back tenfold in new customers. And don’t ignore fast shipping—Amazon’s two-day delivery window is now the expectation, not the exception, across most of the US and UK.

Here are a few practical tips if you want to surf this export wave:

• Get comfortable with digital payments and global e-commerce platforms—PayPal, Stripe, and Buy Now Pay Later are musts for international shoppers.
• Study global holiday calendars for shipping cut-off dates and festival-based promotions. Eid, Diwali, Raksha Bandhan, and Christmas all spark buying frenzies, but at different times by region.
• Adapt your sizing charts and offer virtual try-ons or chatbot support for customers who are new to Indian sizing and draping styles.
• Emphasize the craft and heritage behind your pieces—eco-friendly and handwoven tags boost sales in most Western markets.
• Invest in sharp photography and mobile-friendly storefronts. Customers decide in seconds, especially on Instagram and TikTok.

If you want a future in global fashion, Indian clothes are something you can’t ignore. Whether you’re a home-based designer, a boutique retailer, or just a style enthusiast, this is a market with stories to tell and numbers that can’t be argued with. The traditional silhouettes—saris, sherwanis, and salwar suits—are here to stay, but keep your eyes on fusion, sustainable practices, and digital sales if you want to ride the next wave. The borders may not be down yet, but your kurta could be the next big thing in Minnesota or Manchester, not just Mumbai.

About author Aarav Tandon

I am a manufacturing engineer specializing in streamlining production processes and reducing waste. I have a keen interest in exploring the manufacturing landscape in India and often write about innovative practices in this sector. My work involves collaborating with a diverse team to optimize efficiency and implement sustainable practices. I enjoy sharing insights and stories from the field with a wider audience through my writing.