Exploring 3D design technology for Indian small fashion firms on new product development process: Technology Acceptance Model perspectives

The value of reducing lead time and waste affects the new product development process of big fashion brands adopting 3D CAD (3-Dimensional Computer-Aided Design) programs, including CLO3D, Browzwear, and Optitex. There is a lack of studies and practices of 3D CAD tools in small Indian enterprises. The purpose of this research is to interpret current 3D CAD tool behaviours in the Indian market and to address innovation adoption barriers by comprehending the advantages of innovating New Product Development (NPD) processes. A mono-method qualitative approach was employed. The study applied the semi-structured interviews based on the critical literature, including the Technology Acceptance Model and Innovation Diffusion Theory. The 3D CAD tool has been evolving following the COVID-19 pandemic. Despite increased interest in 3D CAD tools, small Indian fashion enterprises lack execution. The discovered obstacles to innovation are expensive, and there is a need for more skilled workers and resistance. Design quality, reduced lead time, and long-term competitive advantages were the pull factors for innovating NPD processes. This paper adds to existing scholarship, particularly in small Indian fashion businesses. The interpretation of cultural contexts sheds light on the unique challenges of the Indian market, particularly the requirements of traditional manufacturing processes. This research suggests the practical guidance of applying 3D CAD tools for small Indian companies.