Indian Content Creator Says She Prefers Zara and H&M Over Some Homegrown Fashion Brands

An Indian content creator has sparked a conversation about petite-friendly fashion in India after explaining why she often shops from international high-street brands instead of homegrown labels.

In an Instagram video, Nishtha G Malik discussed what she sees as a gap in clothing options for shorter Indian women, particularly those around 5’3″ and below. According to Malik, some locally available designs tend to run long or provide more coverage than she prefers, making certain silhouettes difficult for petite customers to style.

She said this is one reason she frequently turns to international brands such as Zara, H&M and Bershka.

Nishtha G Malik Questions the Lack of Petite-Friendly Options

Malik’s discussion centred on clothing proportions rather than simply the origin of a brand.

She questioned why women looking for shorter skirts, dresses and tops with less coverage can have difficulty finding suitable options from some Indian labels. In her view, certain garments are designed in ways that can overwhelm a shorter frame.

The creator specifically referred to women measuring approximately 5’3″ or below and argued that more attention should be paid to proportion and length when designing clothes for petite customers.

Her comments have opened up a broader discussion about whether Indian fashion brands provide enough variety across different heights, proportions and styling preferences.

She Says More Clothing Should Work With the Body, Not Hide It

Malik also spoke about the role of garment coverage and silhouette.

According to her, some shorter and broader women may find heavily covered outfits less flattering because they can obscure areas they would prefer to emphasise. She mentioned features such as the neck and waist as examples.

Her argument was not that modest clothing is unsuitable for everyone. Rather, she said consumers should have more choices, including silhouettes that offer different levels of coverage and allow petite shoppers to decide how much of their body they want a garment to reveal.

Why She Shops at Zara, H&M and Bershka

Malik said she would prefer to support Indian businesses and referred to the broader idea of buying from homegrown companies.

However, she said she often chooses Zara, H&M and Bershka because she finds their cuts and proportions more compatible with the way she wants her clothes to fit.

For her, the issue is therefore not necessarily about rejecting Indian fashion. It is about finding clothing that works for her body shape, height and preferred styling.

Her comments highlight an important retail question: whether brands should offer more variation in lengths, proportions, cuts and levels of coverage, rather than relying primarily on a single standard silhouette.

The Debate Quickly Expanded Beyond Fit

The Instagram discussion soon moved beyond petite sizing and clothing design.

Some viewers said their frustrations with smaller Indian fashion businesses had more to do with the shopping experience.

One commenter described logistics as difficult and complained about having to repeatedly follow up on orders. Another raised concerns about return and refund procedures, saying customers sometimes have to make repeated requests and may ultimately be offered store credit instead of a straightforward refund.

These comments represented individual customer experiences rather than evidence of practices across the entire Indian fashion industry.

Viewers Also Discussed Sizing and Modest Fashion

Other participants in the conversation pointed to what they described as gaps in size availability and modest-fashion options.

One commenter suggested that some Indian labels face limitations in both sizing and modest clothing. These responses added another dimension to Malik’s original argument, with viewers discussing how different customers can struggle to find garments that accommodate their preferred fit and style.

The discussion demonstrates that dissatisfaction with fashion retail can involve several different issues—from measurements and proportions to product variety, returns and logistics.

Price Was Another Major Concern

Affordability also emerged as a recurring theme in the comments.

One viewer said they wanted to support smaller Indian businesses and recognised the effort involved in ethical production, but argued that some products were simply too expensive for their budget.

That response reflects a familiar tension in fashion retail: shoppers may want to support independent or domestic labels while simultaneously comparing their prices with large international chains.

For consumers, the decision can therefore involve more than aesthetics. Fit, price, availability, returns, delivery and size ranges can all influence where they ultimately shop.

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A post shared by Nishtha G Malik (@nishthagandhi1)

The Larger Conversation Around Indian Fashion

Malik’s comments have brought attention to a relatively specific but important segment of the fashion market: petite Indian shoppers.

A garment that looks proportionate on a taller model can have a substantially different visual effect on someone several inches shorter. The same applies to sleeve lengths, skirt hems, waist placement, shoulder proportions and overall garment volume.

As consumers become increasingly vocal about these issues on social media, the conversation is shifting from simply asking whether a piece looks fashionable to asking whether it is designed for a sufficiently broad range of bodies.

What Shoppers Are Looking For

The discussion around Malik’s video suggests that shoppers may be evaluating brands on several fronts at once.

For petite consumers, the availability of shorter lengths and well-proportioned cuts can be particularly important. At the same time, other customers may prioritise extended sizing, modest silhouettes, affordability, reliable delivery or uncomplicated returns.

Rather than one universal definition of good fashion, the conversation reflects the increasingly varied expectations consumers bring to clothing brands.

The Takeaway

Nishtha G Malik’s comments have prompted a wider conversation about petite sizing, garment proportions and consumer choice in Indian fashion. Her personal preference for Zara, H&M and Bershka reflects her experience with fit and styling, while comments from viewers introduced additional concerns involving pricing, logistics, sizing and return policies.

The debate ultimately highlights a simple demand from shoppers: more variety in how clothes are designed, sized and sold so that different body proportions and personal preferences have meaningful options.