Indian consumers, while price-sensitive, are deeply value-conscious, valuing the quality and longevity of their purchases, said Tomohiko Sei, CEO of Uniqlo India. In an interview to Forbes India, he said Uniqlo’s products, though not the cheapest in the market, strike a chord with Indian customers due to their superior quality and durability.

Sei stated, “Indians, I think, are more value-conscious than price-conscious. One of the most surprising things that I see when I come to India is people touch the product to feel it. In my 20 years of retail experience, customers elsewhere stand in front of the mirror to experience the look and fit. It shows how Indians place a premium on value–the quality you get for the price.”

The parent company Fast Retailing, which owns Uniqlo, has launched 11 stores in India over the last four years. Uniqlo India launched its first store in India in 2019 in Delhi.

According to documents filed with India’s corporate affairs ministry, it reported a profit of Rs. 683 million (US $ 8.2 million) for the year ended 31st March on revenues of Rs. 6.24 billion, an increase of 60 per cent over the same period last year.

Sei noted that post-COVID, consumers prioritise longevity, function, and comfort over mere aesthetics. Previously, there was a preference for style over substance. Uniqlo’s best-sellers, like the AIRism half-sleeve T-shirts, embody this shift, being both functional and comfortable.

Sei highlighted Uniqlo’s emphasis on technology, evident in products like AIRism, designed for comfort and cooling, and their thin yet warm thermal wear, showcasing the brand’s commitment to innovation in the Indian market.

Discussing Uniqlo’s upcoming ventures in India, Sei revealed that although exact numerical goals haven’t been established, the primary objective is to heighten brand recognition in Mumbai and stimulate market expansion in Western India.