Evolution of online apparel mass customization in India: a case study analysis

Online Apparel Mass Customization (OAMC) offers a potential pathway toward sustainable consumption by reducing overproduction and textile waste through digital, customer-driven production. While prior research has examined OAMC determinants in markets such as the United States, Canada, Korea and China, empirical attention to the growing Indian apparel e-commerce sector remains limited. This two-phase study investigates the adoption, status and extent of OAMC among Indian apparel brands. Phase 1 employed a qualitative case study of ten Indian apparel brands, drawing on brand websites and LinkedIn data to examine customization across five points: fabrication, feature, fit, design, and post-production. The findings indicate that customization was focused primarily on fit and feature modifications, with limited fabrication and design options and no post-production customization offered. OAMC adoption was concentrated in Western wear for men and women, while children’s apparel remained unexplored across the sample; this gap is consistent with previously documented anthropometric and sizing complexities. Phase 2 comprised a semi-structured interview with a participating brand, indicating that being made to order production, reduced inventory, and an emphasis on durability and quality contributed to reduced waste – offering practitioner-level insights into the sustainability implications of OAMC.