India's plus-size fashion market is evolving as digital-first brands launch collections designed specifically for extended sizes. Virgio, founded by former Myntra CEO Amar Nagaram, introduced Beyond The Curve last year, a line co-created with actor and body-positivity advocate Anjali Anand. Other brands like Myntra's Sztori, Westside's Gia and Diza, and TIGC's Hardsoda are also expanding their plus-size offerings, while NEWME is preparing a dedicated range, signaling growing attention to this segment, according to inc42.com.
These brands approach plus-size fashion as a design and inventory challenge rather than merely scaling up existing styles. Virgio's Beyond The Curve was developed through customer feedback and integrated into an on-demand production model to better meet fit and style needs. This approach contrasts with traditional plus-size sections that often offer limited styles and poor fit, such as shirts that pull at the armhole or dresses that sit awkwardly at the hip. The involvement of advocates like Anjali Anand highlights a focus on body positivity and inclusivity.
The plus-size market is expanding beyond consumers who require larger sizes for fit. Shoppers increasingly prefer relaxed shirts, oversized silhouettes, and roomier fits for comfort, breathability, layering, and modest dressing. This shift transforms extended sizing from a niche inclusion category into a broader fashion trend. Established retailers like Myntra and Westside entering this space underscore the commercial potential and changing consumer preferences in India's fashion sector.
Virgio's Beyond The Curve collection and similar initiatives reflect a growing recognition of plus-size fashion as a distinct market segment. The integration of customer feedback and on-demand production models aims to improve fit and style variety. The next milestone for these brands will be tracking sales growth and customer retention as they expand their plus-size offerings across India, according to inc42.com.