Indians Get Larger in Size, and Clothing Brands Respond

A few months ago, Corneliani, an Italian maker of svelte $2,000 suits, noticed it was losing business in India. Then it realized why: It wasn’t catering to overweight customers. So in April it began a made-to-measure service that includes options for shoppers seeking “odd”-size suits, overcoats, or trousers, says Prem Dewan, who oversees the clothier’s Indian retail operations. Businessmen, celebrities, and politicians have since come calling. “The Indian belly—that is the issue, and that’s why we have started this made-to-measure service,” explains Dewan. “We were losing customers because of this, and since we started this service, we’re able to cater to these clients.”

Even as 400 million Indians—a third of the population—live in poverty, a decade-long economic boom has spawned a more prosperous middle class and fueled a rise in obesity, heart disease, and diabetes in the biggest cities. That has clothing brands catering to those in need of larger tailor-made suits and plus-size dresses.