Fast-fashion Gen Z brand Newme has expanded into Northeast India with new stores in Shillong and Guwahati, taking its total store count to 24, as it rides strong growth that saw revenue jump to Rs 183.5 crore (US $19.65 million) in FY ’25 from Rs 49.7 crore (US $5.32 million) in FY ’24.
Like many other brands, Newme is banking on the region’s rising incomes, improving infrastructure, and better connectivity.
Global brands are also tapping the market, with Lacoste opening its first Northeast store at Guwahati’s Lokpriya Gopinath Bordoloi International Airport, while New Balance has launched its debut outlet at City Centre Mall in Guwahati.
Several other premium brands such as Allen Solly, Peter England, Fabindia, Biba, Van Heusen, and Cantabil, along with global players like Levi’s, Nike, Calvin Klein, Marks & Spencer, and US Polo, are already present in the region.
However, the region is still largely dominated by value fashion retailers, which have added over 120 stores in the Northeast in the past five years, including Style Baazar, Baazar Kolkata, V-Mart, M Baazar, City Kart, and Vishal Mega Mart.
This demand is driven by strong economic fundamentals. For instance, Northeast’s GSDP has grown at a CAGR of 8.17% between FY ’15 and FY ’22, reaching Rs 5.75 lakh crore (US $61.59 billion), indicating rising consumption. The region, with a population of 45.7 million, has also seen strong infrastructure growth, with national highways expanding from 8,480 km to 15,735 km in 2022-23 and over 20,000 km of state highways improving connectivity.
Road, rail, air, and telecom are further driving investments, with 1,350 projects worth Rs 15,867 crore (US $1.7 billion) sanctioned between 2014 and 2022.
