Welcome to Coats and Mascara!

Updated: Aug 9, 2021

Hello, readers! Welcome to Coats and Mascara, a website (and podcast) dedicated to dissecting business dynamics of the beauty and fashion industry in India and discovering the industries' untapped potential in India through a cultural lens. We are thrilled to share our journey with all of you and we cannot wait to share everything we've been working on for the past few months! Read on, form opinions, contact us and stay tuned for what's in store....


India as a country is a multicultural haven for different beauty and fashion trends. A beauty trend emerging from India, cannot just be dubbed as an 'Indian Trend' due to the vast differences in cultures across states. Generations of beauty routines across different states have defined the country, along with its ever evolving fashion.


Beauty in general has evolved over generations of men and women in India. From using DIY homemade recipes for skincare/homecare, we moved to adopting western makeup/skincare/haircare trends in response to an overall globalisation of trends. Now in recent years, we are going back to our cultural roots and re-adopting older trends as part of our routine.


When it comes to Fashion, India has had the opportunity to be at the cultural epicentre of change in trends. In addition to centuries of history and culture rooted in our sense of style, we as Indians are still ever-evolving with trends. Blending cultures from decades past to the present, this industry is slated to grow by leaps and bounds over the years.


The fashion industry is also very fragmented in India and the pandemic has seen a surge in homegrown brands bringing forward the ready-to-wear sector in India which has had a relatively slow growth rate compared to the 50 billion dollar bridal wear industry.


We here at Coats and Mascara attempt to dissect the monumental impact India's varied culture has had on such trends. Through our podcast and website, we give our opinions as industry workers and enthusiasts on potential opportunities across these industries in India's nascent and fragmented market.

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