How to start selling clothing online in India

Clothing is one of the most crowded categories to sell online in India, which is exactly why a narrow, well-defined line beats a broad one when you're starting out. A brand that sells "everything" competes with every big marketplace on price. A brand that sells one thing well — oversized cotton shirts, linen co-ords, plus-size kurtis — gives people a reason to remember your name.

Decide what you're selling first

Pick a single product type and one or two sizes runs to launch with, not a full range. Think about who wears it, for what occasion, and in what fabric. A "college wear" line and a "festive wear" line need different photography, different pricing, and different customers, so don't try to serve both in one store on day one.

Sourcing or stitching it

If you're working with a tailor or a small manufacturing unit, get a sample of every size you plan to sell before you take a single order, and check the stitching, the fabric shrinkage after a wash, and the fit against a real body, not just a mannequin. If you're sourcing from a wholesale market like Surat, Tirupur, or Ludhiana, buy a small trial lot first and wear-test it yourself before committing to bulk. Keep a size chart in centimetres, not just S/M/L, because that's the single biggest driver of returns in Indian clothing e-commerce.

Photos and descriptions

Shoot on a real person if you can, in daylight near a window, against a plain wall — a friend or a local model works fine for a first shoot. Show the front, back, a close-up of the fabric and stitching, and one photo of the person sitting or moving so buyers can see how it drapes. In the description, list fabric composition, wash care, and exact measurements for every size (chest, length, shoulder) rather than just "true to size." Mention what to wear it with, since that's often what turns a browse into a purchase.

Pricing, packaging and shipping

Price to cover fabric, stitching or unit cost, packaging, and a courier's return-to-origin charge, because clothing has one of the highest return rates online and you must be able to absorb a few RTOs without losing money on the ones that succeed. Fold garments neatly in a poly bag before boxing to protect against monsoon damage in transit, and add a size-exchange note inside the pack so customers try the exchange option before requesting a refund. Keep your packaging light — clothing doesn't need padding, and every extra gram adds to your shipping cost.

Getting your first ten orders

Message people who've complimented you on what you wear in person and offer them first access before you go public — this is the fastest way to get real photos of your product on real bodies, which you can then repost. Post one video showing the fabric texture and one showing the fit on a body, since static photos alone undersell how clothing actually looks in motion. Run a small referral where an existing buyer's friend gets a discount and the buyer gets a small credit, since word of mouth converts far better than cold traffic for a new clothing brand. Reply to every DM about sizing personally in the first few weeks — those conversations tell you which measurement or description is confusing people before it becomes a return.

A store of your own, with UPI and Cash on Delivery, matters more in clothing than most categories because a large share of Indian buyers still won't pay upfront for fit-dependent items from a brand they don't know. Varchas Stores sets this up for you without needing to build a website from scratch.

Your next step is simple: pick the one style you'll launch with, get it stitched or sourced in three sizes, and write down the exact measurements for each before you shoot a single photo.

Get early access to set up your store.