In recent years, the Indian online fashion e-commerce industry has experienced significant transformations due to fast-paced technology, consumer behavior changes, and a growing e-commerce landscape. Competition is fierce, especially in the e-lifestyle market as its payoff will exceed $30 billion by 2025, developing brand equity understandably becomes a key factor in maintaining long-term success. It is understood that brand equity is a significant factor as it directly affects consumers’ trust, buying decisions, and consumer retention, which are also vital elements in preserving brand equity in an industry where distinctions matter. This study's goal is to examine the impact of marketing mix variables 7Ps including Personalization, which has just recently emerged as a particular critical factor in the e-commerce business, on brand equity in the Indian online fashion e-commerce industry. Quantitative research methods were adopted to analyze data provided by consumers regarding the influence of such factors. The analyses indicate that Personalization and Place affect brand equity substantially, whereas traditional elements such as Price and Promotion do not exert such influence in online fashion retailing. Indian consumers seem increasingly to make a shift toward a digital-first shopping experience, the marketing strategies of brands must follow suit by creating engaging, personalized, and innovative interactions. These research findings will provide some strategic recommendations to online fashion retailers, marketers, and industry gurus seeking to consolidate their brand positioning in this ever-evolving and highly competitive marketplace.