Dhaliwal Direct

Recently, i visited some shops in the city to buy some clothes and shoes. To my surprise, the prices were up and quality was down and there were really too many shoppers.

The number of shops have increased by almost three times in the past 8-10 years. There are many new brands, many multi-brand outlets and many shopping malls and most of them are full with costumers. I am still not sure, how many of them actually convert into buyers, but there are way too many shoppers compared to 10 years back.

The quality has reduced drastically for most of the brands. And, to some extent, it seems like most of the brands in clothing or shoes are getting things done from the same place (China or some low cost industry hubs across India) and just putting different labels.

If one compares the cost of apparel to US or Europe, the prices are too high. And considering the lower average earnings of middle class or upper middle class in India, the price Indians are paying right now are much higher. I would call it a combined strategy of all manufacturers to rip the Indian consumer. I am wondering, if Competition Commission of India will ever step in and check this practice of industrial houses to become rich.

Now, if you consider buying a pair of shoes (not very high quality) from an average brand in India, you will have to pay around Rs 2200 - 3400. And, i am not talking about some multinational brands, but some home grown Indian brands, which do not offer quality goods. Many new brands have come up and their prices are also comparable to the already established brands. The only difference could be the higher margins for retailers. If you go for Woodland, you might have to pay Rs 4000 - 7200 for a pair of shoes. If you want cheaper shoes, you might look at Bata or Liberty Shoes, but they have very outdated models. Bata has emerged in the recent years, but even then, they are still behind other brands like Lee Cooper, Red Tape and Franco Leone. I wouldn't suggest Mochi, Lico Style, Da Vinchi, Red Chief or Metro Shoes as they have lower quality at almost the same price.

And, if you are looking for Jackets, you might have to spend anywhere between Rs 2500-5000 for a jacket from Benneton, Alley Solly, Blackberrys, Van Heusen, Levi's, Wrangler or Monte Carlo. Wills LifeStyle from ITC comes in higher price range, but their quality is slightly better. I guess people have almost forgotten brands like Koutons and Priknit and its good that they are dying a slow death as they had terrible quality and very high price tag. Its a different story that they were on sale (75% off) most of the times.

I am wondering, if a young guy from a middle or upper middle class can afford all this. This money, if comes from their parents pocket (considering they are still not having a job), i would expect their parents to have other income sources than the regular salary. As, spending so much on clothing or shoes isn't what would suit their budget considering the ever rising prices of other commodities.