Huge discounts offered by online platforms is a major challenge that Indian apparel retailers and manufacturers encounter today, with apparel retailers and brands offering price cuts online addicting much to the consumers to such discounts, chief product officer, Numero Uno Clothing Ltd, Manjula Gandhi said.

“Apparel retailers have a huge investment in the store and they cannot offer such big discounts as online outlets do. It is definitely hurting them a lot,” Gandhi said.

The growing working class in India enjoys the comforts of shopping without having to visit the store. Besides that, Indian consumers prefer to buy the same product online, even if available at a meager discount of 10 per cent, than in-store, she added.

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