Food and beverage giant PepsiCo has announced its foray into fashion with the launch of Huemn, an ethical and sustainable apparel brand in India.

The ready-to-wear label was launched in New Delhi this week and features denim fabrics made using recycled plastics in line with the company's "winning with purpose" vision for plastics to never become waste. 

"The collection is an amalgamation of the ethos of both brands and an effort to bring both our audiences together, with an inclusive and fresh product line driven by both- popular culture and cutting edge fashion," says Huemn's co-founder Shyma Shetty.
Commenting on the launch, Shagun Sachdeva, consumer insights analyst at GlobalData, said the rationale is part of PepsiCo's strategy to diversify away from its core categories and "increase its touch-points with the younger generation."

According to GlobalData, the domestic clothing market in India has grown rapidly from US$32bn in 2009 to US$59bn in 2018. Though fragmented with numerous brands jostling for space, players such as Reliance Trends, Pantaloons, Wrangler, John Player and Raymond are leading the sector.

"Huemn may offer PepsiCo a relatively low-risk way to map out the growth roadmap without putting its core brands at risk. Huemn can leverage PepsiCo's operational scale, global reach and ambition to enhance its own product line and bring ethical and sustainable fashion products.

"As consumers are embarking on the growing trend of using natural products, PepsiCo intends to engage with the new set of consumers with eco-friendly products such as denim made out of recycled plastic. The move is expected to generate interest in the brand among the environmentally-conscious younger generation."