Journal of Consumer Psychology

It is well documented that the western standards of beauty and body ideals have affected mental health of non-white women all over the world, be it Indian, Asian or Black women. The connection between mental health and clothing is well established. Of the many ways in which in which Indians come to idealize the Western standards of body type is through standardized sizing. India has not had its own standardized sizing chart so far, and garment brands have followed European, American or UK standardized sizing, or come up with brand-specific sizing charts.