US Polo Assn's Strategic Focus on India

Apparel maker US Polo Assn is strategically positioning India as its potential largest global market. The brand is capitalizing on the increasing casualization trend among Indian youth, who are blending casual T-shirts with trousers for both work and leisure. This shift is particularly appealing to millennials and Gen Zs, who constitute about 35% of USPA's customer base.

J Michael Prince, president & CEO at USPA Global, highlights the brand's success in India, attributing it to the sporty, fashion-forward lifestyle that resonates with consumers. India currently contributes 20% of the brand's global sales, making it the third-largest and fastest-growing market for US Polo Assn.

Post-Covid Market Dynamics

Shailesh Chaturvedi, CEO & MD at Arvind Fashions, the licensee for USPA in India, notes a K-shaped recovery post-Covid. Consumers are gravitating towards more differentiated and less commoditized products. In response, US Polo Assn is not only continuing its premiumisation strategy but also expanding into adjacent categories like footwear, kids' segment, and innerwear, which collectively account for over 20% of the business.

Global Strategy Unaffected by Tariff Wars

Despite global tariff wars, US Polo Assn's business strategy remains unimpacted, thanks to its local manufacturing approach in all markets. This strategy ensures the brand's resilience and adaptability in the face of international trade challenges.