A yen-ning for minimalism: why Japanese brands are taking young Indians by storm

A new wave of mid-range retailers is capitalising on Japan’s reputation for quality goods, winning millennial and Gen Z fans seeking ‘practical, functional’ items

With two-thirds of India’s population being under 35, the market holds ‘vast potential’ for Japanese retailers hurting from a contracting domestic economy

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A Uniqlo store in New Delhi. India is seeing a growing consumer penchant for minimalistic, quality goods. Photo: Shutterstock

Published: 1:30pm, 12 Mar 2024Updated: 2:37pm, 12 Mar 2024

As Japan’s economy grapples with recession, its retailers are finding a silver lining in India’s vibrant market, where they have made significant inroads thanks to a burgeoning middle class and a growing consumer penchant for minimalistic, high-quality goods.

While Japanese cars, watches and gadgets have long been popular among well-to-do Indians due to the high levels of craftsmanship, a new wave of mid-range retailers selling everything from fast fashion outfits to household goods is capitalising on that reputation for quality.

There are currently some 1,400 Japanese firms operating in India, where a massive manufacturing base and relaxed foreign investment policies are set to attract more to set up shop.

“Indians have a long relationship of trust with Japanese brands, such as Sony and Suzuki, due to their association of Japan with high quality and price sensitivity,” said Arnab Dasgupta, a research analyst at the Manohar Parrikar Institute for Defence Studies and Analyses specialising in issues related to Japan.

Uniqlo first arrived in India in 2019. Today, it has 13 stores across the country. Photo: AFP

Household and consumer goods chain Muji, cutlery-maker KAI and lingerie label Wacoal are just a few Japanese brands that have reached Indian shores in recent years.