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.