READY, SET, 10

H&M's CEO Daniel Ervér in conversation with Ipsita Kaul on the brand's decade-long journey in India

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H&M's presence in India has been nothing short of transformative for both the brand and our own retail landscape.

With crossing the recent ten-year milestone, the Swedish giant has been able to crack the dynamic, often challenging, Indian market. We sat down with Daniel Ervér, CEO, H&M (Hennes & Mauritz), to discuss the brand's India chapter, its strengthening commitment to sustainability, and foray into the beauty realm in the country.

ELLE: When you look back at the past ten years, is there a particular fashion moment that best sums up the brand’s influence in India?

Daniel Ervér (DE): We're really thrilled to have been in India for a decade now and it’s been a great experience for both us and, hopefully, the Indian fashion scene too. The most defining moment for me was our 10-year celebration. It encapsulated everything we've done here—understanding the customer, connecting with different cities and regions, and adapting to the rich culture.