Meerut-based Monika Kohli is a chirpy, Plus size 44-year-old, up-to-date on the latest fashion trends and styles. While strolling down Delhi’s tony GK 1 M-Block market, she gazes longingly at the tiny, spaghetti-strapped T-shirts adorning almost every window. Kitted out in a smart black kurta and jeans, Kohli says it’s a miracle that she managed to buy both here recently. “I could only find my size in London on my yearly holiday. It simply wasn’t available here,” she says, recalling what an ordeal shopping used to be. “I used to despair because I could only fit into the XL category in a men’s store,” she rues. Not anymore. Stores like Just My Size, and Pluss have introduced new sizes based on international sizing methods that are much more sensitive and tactful, designed to help customers relax and shop in peace.

The women’s store W refers to their largest size as VVG, that stands for Very Very Grand. Pantaloon’s six standalone stores for ALL start their sizing from zero to five, zero being the equivalent of XXL in a regular wear store. “We want to send out the message that you don’t have to be inhibited in your choices because of anything,” says Mumbai-based Sanjeev Agrawal, CEO, Pantaloon Retail. Other brands live by the same mantra.

Revolution, the store that can take credit for having kick started the plus size movement in India in 2001, has managed to stay ahead in the game because of an obsessive attention to detail and thought, on the styling of every outfit. Promoter Nisha Somaia, 36, emphatically states, her challenge is to get plus size women to feel good. After all, women all over the world have a complicated relationship with their weight and fashion. “I’m always trying to lose weight myself and I encourage all my clients to do so as well. But, why not look good during the process?” she asks. A plus size herself, Somaia started Revolution out of desperation, when she went shopping for a New Year’s Eve outfit and couldn’t find anything that fit. Revolution has 16 stores across India, and one in Dubai. Somaia has started lingerie for Plus sizes and is contemplating getting into men’s wear and shoes as well, where no plus size has ventured in India, yet.

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