At the Great India Retail Summit (GIRS) 2025 in Mumbai, the fireside chat with Helena Kuylenstierna, director of H&M India offered a deep dive into the evolution of fashion as a driver of lifestyle and aspiration in the modern retail landscape.
H&M’s journey in India has been nothing short of remarkable. Celebrating its 10th anniversary this year, the brand has grown exponentially since its launch in 2015, earning immense love and loyalty from Indian consumers. With 65 stores currently and the 66th opening soon in Gangtok. This expansion reflects the growing demand for fashion-forward, yet affordable apparel across India.
“The brand’s digital journey has been equally impressive. Launching its website eight years ago and partnering with Myntra soon after allowed H&M to embrace an omnichannel approach early on. The introduction of H&M Home, three years ago further strengthened its category extension, catering to the evolving lifestyle needs of Indian consumers,” she said.
One of the key highlights of the discussion was H&M’s ability to balance affordability with trendsetting designs. Kuylenstierna credited this to the seamless collaboration between H&M’s 400 in-house designers in Stockholm and its global production and sourcing teams. “This partnership ensures that customers never have to compromise on quality, style, or price,” she said.
Sustainability remains at the core of H&M’s global vision, she asserted, saying, “With an ambitious goal of using 100 per cent recycled or sustainably sourced materials by 2030, the brand has already reached 85 per cent, with certain categories like H&M baby surpassing this target. Through innovative collaborations and material innovations, H&M continues to set new benchmarks in sustainable fashion.
The chat also highlighted H&M’s success in blending global trends with local preferences. From Diwali collections to collaborations with Indian designers like Sabyasachi and Anamika Khanna, the brand resonates deeply with the Indian ethos while maintaining its global appeal.
Concluding the discussion, Kuylenstierna emphasized the importance of self-expression through fashion. “By partnering with cultural events like Lollapalooza India 2025, H&M aims to inspire India’s youth to embrace their individuality and confidence through style,” she stated.
