Arnika Thakur is a New Delhi-based independent journalist. She has written about businesses across sectors like finance, hospitality, start-ups, and technology. She has worked at Reuters and was previously the digital editor of 

. Her stories have explored the intersection of technology and society, latest developments in fintech, role of women in business, and issues of sustainability. She has a master's degree in English literature and has occasionally written about fashion, books, art, and culture. She is also the co-founder and editor of women's health and wellness platform Femoai.com.

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Shared Values

2023 was the year of the girl, which was evident in fashion choices, from bows and pink hues to ruffles and lace. But as fatigue sets in, people are beginning to demand a more nuanced take on narratives around womanhood, and fashion brands are on the hunt for new looks and stories.

Future Femininity

Anita Goyal is a professor of marketing management at the Indian Institute of Management, Lucknow. Her research interests include consumer decision-making and buying behaviours, cause-related marketing, and brand management.

India

Clothing, footwear, and accessories

Style

The Economic Times

Interview with Anita Goyal conducted by the author

The Times of India

Apparel Resources

afaqs!

Blume Ventures

IMARC Group

Storyboard 18

Technavio

Business Standard

The Hindu

Tweak India

Mint

Business Insider

The Voice of Fashion

Mintel

Pew Research

Social Samosa

Lingerie brand Clovia hits the sweet spot for Indian women with its trendy but comfortable and affordable designs. With Indian women seeking good quality, fashion-forward designs in their lingerie, and driving demand for swimwear, brands like Clovia are helping women embrace their body shape and curves.