There are a lot of different factors that influence fashion in urban India. It is not just one huge factor that determines Indian fashion, since the demand for urban fashion in India is quite high while the supply is having a hard time answering to that demand.

The primary influence is awareness. The younger generation now know more about the fashionable statements, trends, elements and colors of the season. The demand is generated and brought about by what they read in fashion magazines and what the see displayed on the windows of their favorite boutiques and department stores. If you wear the "in thing", you are not doing it because you want to follow the crowd but because it gives the wearer some self-confidence. People who go to the office no longer have to be content with the plain salwar suits or the typical sari. They can have a formal outfit by wearing specially made office suits of a skirt jacket or pant suit as long as it passes decency standards.

There is also an indirect demand due to the emotional needs of our loved ones, when our partners or family members ask us to buy them the latest clothing. As long they have the budget for it, then they go ahead and buy the latest clothing trends.

There is also the influences of style and comfort. If you see that your favorite celebrities are wearing that dress, then you see it as hot and stylish and a definite must have while making sure that you can wear it comfortably on your body.