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@article{206323,
        author = {Shivangi Vijayvargia and Mallika Dabhade Samant},
        title = {An Analysis of India's Homegrown Adaptive Apparel Brands with special reference to their Digital Presence and its Accessibility},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {2},
        pages = {1075-1085},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=206323},
        abstract = {India’s apparel industry is witnessing an unprecedented paradigm shift from standardized mass production toward inclusive, human-centric design, driven by increasing awareness of the needs of elderly citizens and Persons with Disabilities (PwDs). A new wave of homegrown brands is revolutionizing the concept of “Dignity in Dressing” by blending functional fashion with traditional aesthetics. However, while the garments themselves are becoming more inclusive, the digital pathways used to discover, evaluate, and acquire them often remain deeply restrictive. This study provides a comprehensive analysis of India’s homegrown adaptive apparel brands Zyenika, Haxor, and Aaraam Se with a specific focus on the maturity and reach of their digital presence. The research maps each brand’s ecosystem across three interconnected dimensions: (1) platform architecture and e-commerce infrastructure, (2) social media and shadow-commerce channels, and (3) technical compliance with Web Content Accessibility Guidelines (WCAG 2.1). The study identifies a pervasive “Accessibility Irony” wherein inclusive physical products are marketed through exclusive or non-compliant digital storefronts. Through a WAVE-based technical audit supplemented by competitor benchmarking, the paper evaluates the “Shadow Presence” phenomenon the sector’s heavy reliance on informal channels such as WhatsApp and Instagram and assesses its implications for reach, trust, and autonomy within the geriatric and disabled communities in India.},
        keywords = {Adaptive Apparel, Digital Accessibility, Functional Fashion, Homegrown Indian Brands, WCAG Compliance, Web Accessibility Audit.},
        month = {July},
        }