The Indian retail landscape is set for a major transformation as Apparel Group India announced a landmark strategic partnership with Cotton On, Australia’s largest global fashion and lifestyle brand, on February 17, 2026. This collaboration marks Cotton On’s official entry into the Indian market, targeting the country’s massive and rapidly growing youth demographic.
The partnership leverages Apparel Group’s extensive retail infrastructure—which includes over 300 stores across 50 Indian cities—and Cotton On’s signature “Aussie” lifestyle aesthetic. The brand will be introduced through a phased omnichannel strategy, featuring a nationwide network of physical stores, a dedicated e-commerce platform, and a significant presence on major digital marketplaces.
The timing of the launch is strategic, as India’s apparel market is projected to reach a staggering $113.20 billion by 2026. With approximately 232 million people aged 15–24, India represents one of the world’s youngest and most vibrant consumer bases.
Abhishek Bajpai, CEO of Apparel Group India, emphasized that the brand’s focus on global style and value-led fashion aligns perfectly with the “new Indian consumer.” To ensure rapid availability, Cotton On will implement a simplified operating model, utilizing its established northern hemisphere assortment to accelerate speed-to-market.
A unique aspect of this partnership is the introduction of the Cotton On Foundation to the Indian market. Since its inception in 2007, the foundation has raised more than ₹1,100 crore globally. In India, the foundation will work alongside Apparel Group to drive community impact programs focused on:
- Education: Increasing access to quality learning.
- Mental Health: Supporting wellness initiatives for the youth.
- Environment: Driving sustainability and conservation efforts.
For Apparel Group, adding Cotton On to a portfolio that already includes global giants like Victoria’s Secret, Aldo, and Bath & Body Works reinforces its position as the premier gateway for international brands entering India. Tushar Ved, President of Apparel Group India, described the move as a “strategic milestone” in redefining the country’s premium lifestyle retail segment.
Key Highlights:
- Strategic Partnership: Apparel Group India has officially partnered with Australia’s Cotton On to launch the brand across India via stores and digital platforms.
- Market Opportunity: The move targets India’s $113.20 billion apparel market and its 232 million-strong youth population.
- Efficient Rollout: The brand will use a simplified operating model and Apparel Group’s logistics network to ensure fast speed-to-market across 50 cities.
- Social Impact: The Cotton On Foundation will also launch in India, aiming to replicate its global success in raising over ₹1,100 crore for social causes.