An early onset of winter in north India has failed to boost apparel sales, as temperatures have not fallen sharply enough to drive demand for cold-weather clothing, according to retailers across key markets.
Industry executives said that although winter arrived ahead of schedule, higher-than-expected temperatures have resulted in a muted consumer response, with winter season sales declining by as much as 25% in some cases. Apparel retailers are now grappling with elevated inventories of winter wear such as jackets, sweaters and sweatshirts.
Lalit Aggarwal, managing director of V-Mart, said winter had arrived early but had not gained momentum, leading to a weaker-than-expected response from consumers.
The India Meteorological Department (IMD) has forecast that no significant cold wave conditions are likely during the week of 24th–31st December, further dampening hopes of a late-season surge in demand. In north India, winter typically sets in by the end of October, with consumers beginning to purchase winter wear soon after Diwali.
Devarajan Iyer of Lifestyle India said that while night-time temperatures had been lower, daytime temperatures had not dropped sufficiently to create a strong need for winter clothing. He added that although winter wear sales were muted in the north, other parts of the country had performed better.
Winter is a critical season for the apparel industry, accounting for a disproportionate share of annual revenues. For some retailers, it contributes up to 40% of yearly sales. Cold-weather garments typically carry higher price points than summer clothing, making the season crucial for margins and profitability. A subdued winter, therefore, has a direct impact on both revenue growth and inventory management cycles.
