Japan’s Uniqlo, Muji among minimalist brands taking young Indian consumers by storm

While Japanese cars, watches and gadgets have long been popular among well-to-do Indians due to the high levels of craftsmanship, a new wave of mid-range retailers selling everything from fast fashion outfits to household goods is capitalising on that reputation for quality.

There are currently some 1,400 Japanese firms operating in India, where a massive manufacturing base and relaxed foreign investment policies are set to attract more to set up shop.

“Indians have a long relationship of trust with Japanese brands, such as Sony and Suzuki, due to their association of Japan with high quality and price sensitivity,” said Arnab Dasgupta, a research analyst at the Manohar Parrikar Institute for Defence Studies and Analyses specialising in issues related to Japan.

Household and consumer goods chain Muji, cutlery-maker KAI and lingerie label Wacoal are just a few Japanese brands that have reached Indian shores in recent years.

And with more than two-thirds of India’s 1.4 billion people under 35 years old, fashion labels like Uniqlo are finding an audience among millennials and Gen Z consumers who want simple, well-made products, as opposed to a preference by older shoppers for flashy goods.

“I like Uniqlo, because its clothes are practical and functional with solid colours, simple cuts and no pretence,” said Shalini Mullick, a scientist and writer based in New Delhi.

Uniqlo, one of the world’s top four fast-fashion brands, opened its first store in Delhi in 2019, followed by 12 more in other major cities.

The firm last year recorded a revenue of US$6.24 billion [pls check], a 69 per cent increase from the year before, heating up a market that includes other global brands including H&M, which has 57 stores in India after arriving in