Finally, the Perfect Fit! How Standardized Sizing is Transforming Fashion in India

Shopping Struggle – A Story We Can All Relate To

It’s a shopping day!

After a long and tiring week, Roshni was excited about spending her weekend shopping. She decided to head to the mall to enjoy some retail therapy and pick up traditional wear and workwear.

At the first store, she picked up three shirts in size Small (S) and two pairs of pants with a waist size of 28. She went into the trial room with high hopes, but disappointment soon followed. The first shirt fit her snugly around the chest, so she asked for a Medium (M) size.

Unfortunately, the medium shirt was too loose and the shoulders were drooping. The second shirt fit tightly around her hips, and the third one didn’t fit well overall.

The pants weren’t any better. One was a straight fit and the other a wide-leg style. The straight-fit pant was fine at the waist but tight at the hips. The wide-leg pant was comfortable at the hips but too loose at the waist. Frustrated with the poor fits, Roshni left the store empty-handed.

Still hopeful, she headed to an ethnic wear brand and picked out two kurtas—one straight-fit and the other an A-line, both in size Small. However, the straight-fit kurta was too tight around her hips and wouldn’t go past her lower waist. The A-line kurta, on the other hand, offered a more comfortable fit, especially around the hips. She purchased the A-line kurta, feeling slightly relieved that her shopping trip hadn’t been entirely in vain.

Do You Find This Story Relatable?

If you’ve ever faced similar struggles with ill-fitting clothes, you're not alone. Many shoppers in India deal with inconsistent sizing across different brands. Even if the size seems right, the fit is often all wrong.

Why is This Such a Common Issue in India?

The core issue lies in the absence of a standardized sizing system in India. For decades, Indian apparel brands and consumers have relied on foreign size charts—American, European, and UK standards—that don’t align with Indian body types. As a result, each brand has had to tweak these charts based on their own understanding, leading to ill-fitting garments and confusion among shoppers.

This has resulted in inconsistent sizing, high return rates, and dissatisfaction, especially in online shopping, where return rates due to poor fit range between 30% to 40%.

INDIA Size Project: A Revolutionary Step

To address this problem, the National Institute of Fashion Technology (NIFT), under the Ministry of Textiles, launched the INDIA Size Project in 2017. The goal was to develop a standardized body size chart for Indian consumers—just like the sizing systems already established in countries like the US, UK, China, South Korea, and those across Europe.

Backed by the Clothing Manufacturers Association of India (CMAI), this initiative has been a game-changer for both the industry and consumers.

A Game-Changer for Indian Shoppers

Over the last six years, data was collected from over 26,000 individuals across 22 locations in six major cities—New Delhi, Chennai, Kolkata, Mumbai, Hyderabad, and Shillong. Using advanced 3D body scanning technology, researchers captured 120+ body measurements in both sitting and standing positions to ensure accuracy and inclusivity.

The result?

27 scientifically validated size charts—13 for women and 14 for men—categorized into three height groups and five distinct body shapes. These charts are tailor-made for the Indian population and reflect the diversity of Indian body types.

The official launch of the INDIA Size Project took place at Bharat TEX in February 2025, marking a significant milestone in Indian fashion history.

How This Will Transform Your Shopping Experience

• Consistent Sizing Across Brands - No more confusion between S, M, or L. Standardized sizing will bring uniformity across brands that adopt this system.

• Fewer Returns, Less Hassle - With garments designed for real Indian body types, both in-store and online shopping will become more reliable and enjoyable.

• Better Fit, More Comfort - Whether it's formal wear, casual clothing, or ethnic outfits, clothes will finally complement your unique body structure.

Introducing the IN Tag: India’s Own Sizing Identifier

To make the shopping experience even easier, the IN Tag has been introduced—a unique size identifier created specifically for India. Brands that implement this system will allow customers to shop with confidence, eliminating the guessing game when choosing sizes.

The Future of Indian Fashion Has Arrived

Thanks to the INDIA Size Project, the frustration of poor-fitting clothes is finally being addressed. Indian shoppers now have access to standardized, scientifically-backed size charts, and brands have the tools to design garments that actually fit.

So, next time you shop, look out for brands that follow the INDIA size system and carry the IN Tag—because fashion should be about feeling confident, looking great, and never second-guessing your size.

Read also: B.Des in Fashion Design: Course Details, Fees, Syllabus, Admission 2025, Entrance Exams, Top Colleges & Career Scope

Bridging Fashion Education & Innovation at Sanjeev Agrawal Global Educational (SAGE) University Bhopal

At Sanjeev Agrawal Global Educational (SAGE) University Bhopal, students in the B.Des. Fashion program is learning firsthand about the importance of standardized sizing in the apparel industry. With expert faculty, including a professor who actively contributed to the INDIA Size Project as part of the field team, students are exposed to the technical processes and real-world impact of this groundbreaking initiative.

This ensures that SAGE’s fashion graduates are equipped with both practical insights and industry-ready expertise—empowering them to revolutionize garment design and enhance fit for the diverse Indian consumer base.

Conclusion: The Future of Indian Fashion Has Arrived

The days of struggling with ill-fitting clothes are finally coming to an end. With the INDIA Size Project and the introduction of the IN Tag, Indian shoppers can expect a more reliable, consistent, and satisfying shopping experience.

So, the next time you're in a trial room or browsing online, remember—the perfect fit is no longer a dream. It’s a reality.

Garima Vishwakarma
Assistant Professor
School of Architecture Planning and Design