Demand in India's second-hand apparel market is rapidly becoming visible. Google Trends data shows that over the past year, searches by Indian users for "thrifting" reached an all-time high, with searches for "how to thrift" up 850%, "thrift store near me" up 600%, and "what is a thrift store" surging 1,000%, as beginner-level questions about second-hand trading became the main source of growth.

Key Points

  • India's "thrifting" search volume hit an all-time high over the past year, with "how to thrift" up 850% and "thrift store near me" up 600%.
  • The cities with the highest search volumes were, in order, Bangalore, Delhi, Mumbai, Hyderabad, Chennai, Kolkata, Kochi, Dehradun, Guwahati, and Jaipur, with Guwahati and Jaipur showing breakout growth.
  • Searches for "circular fashion" rose 2,500% in a year, while "sustainable fashion" rose 120%.

By category, jackets were the most-searched second-hand item over the past year, followed by tops, shoes, jeans, and furniture; tops, jeans, and furniture also entered the breakout search ranks. In terms of style, both vintage and heritage looks were covered: searches for Y2K streetwear, cropped denim jorts, sweatpants, and wide-leg jeans saw breakouts; over the past month, searches for vintage jerseys, saris, T-shirts, jackets, and bags rose noticeably.

In terms of geographic distribution, Bangalore was the city with the highest concentration of thrift store searches, followed by Delhi, Mumbai, Hyderabad, Chennai, Kolkata, Kochi, Dehradun, Guwahati, and Jaipur. Google classified interest levels in Guwahati and Jaipur as breakout growth.

Google said that for many buyers, the appeal of thrifting is no longer limited to individuality and price, but also includes environmental considerations. The structure of search terms echoes this assessment: over the year, searches for "circular fashion" rose 2,500% and "sustainable fashion" rose 120%. Google also outlined how its AI tools can be used in second-hand online and offline scenarios—Ask Maps can be used to find stores suited to travel routes, for example, "recommend thrift stores nearby that are good for going with friends and have coffee shops around"; Google Lens can take photos of items seen in stores and ask questions; Circle to Search can find similar vintage and second-hand items by long-pressing the home button or circling an image in the navigation bar; Virtual Try-On supports uploading a full-body photo to preview how an online purchase will look when worn; and Gemini Live allows users to share their camera view and ask for styling advice.

Google also noted that hand-me-downs, repurposing old items, and reusing everyday objects have long existed in Indian households. This foundation of habit, combined with the recent jump in search-side data, means that supply across India's local second-hand retail channels, platforms, and recycling segments is still in a position of being rapidly pulled forward.

Source: Thrifting searches hit all-time high on Google in India as interest in second-hand fashion grows · Originally published on 2026-10-01