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@article{182628,
        author = {Yashwant Misale},
        title = {AI Adoption Patterns in Indian Fashion Startups: A Multi-Case Analysis of Technology Integration Strategies},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {2},
        pages = {2979-2988},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=182628},
        abstract = {The integration of artificial intelligence (AI) in fashion startups represents a critical transformation in emerging markets, yet systematic understanding of adoption patterns remains limited. This study examines AI implementation strategies across five pioneering Indian fashion-tech companies through comprehensive case analysis using publicly available data. We identify ten distinct adoption patterns including problem-first approaches, gradual implementation strategies, founder expertise influence, ecosystem partnership development, and sustainability integration. The research employs multiple case study methodology to analyze companies representing diverse business models: B2B supply chain platforms (Fashinza), D2C fast fashion (Virgio), SaaS intelligence providers (Stylumia), AR technology developers (StyleDotMe), and omnichannel retailers (Nykaa). Our findings reveal that successful AI adoption requires more than technological implementation—it demands domain expertise, collaborative ecosystem development, and customer-centric strategies adapted to emerging market constraints including infrastructure limitations, cost sensitivities, and cultural factors. The study contributes to technology adoption literature by demonstrating how established theories require modification for emerging market contexts and resource-constrained environments. These insights offer valuable guidance for entrepreneurs seeking to navigate AI implementation complexity, investors evaluating startup capabilities, and policymakers supporting technology-driven innovation in developing economies.},
        keywords = {Artificial Intelligence, Fashion Technology, Startup Adoption, Emerging Markets, India, Technology Integration},
        month = {July},
        }