Indian fashion brands hold a unique place in the global markets. Brands often focus on the country's rich cultural heritage which translates into the rising costs of production and the prestige of such brands. As digital commerce increasingly becomes the stage on which these brands perform their cultural heritage,  Indian textiles have become a sought after good. However, there is something to be said about how our brands continue to lag behind International ones. Customers are heavily attracted to foreign brands over local ones, this is a phenomena raised all over the digital marketing scene. One of the main faults of this can be identified in the brands communication strategy. This paper will help examine how the newly emerging digital marketing systems shape, grow, as well as constrain the perceived value of Indian fashion within a global e-commerce network where translating their perceived value is of utmost importance. With a focus drawing on signalling theory, information asymmetry, consumer learning theory, and interpretive marketing frameworks, this paper will develop an analytical framework to examine how digital marketing functions not merely as a marketing tool of persuasion but as an ever growing system through which consumers can learn the value of a product; not just for their basic everyday use but from a cultural perspective, while also helping stabilise its value over time in a context foreign to its origins. In particular, the paper argues that almost no Indian fashion brand has redesigned its digital marketing architecture around information asymmetry and not held focus on translating of values, which has resulted in persistent under-communication of not-so-visible product attributes. This paper looks at digital marketing as a space that signals value rather than chasing performance metrics to help brands focus on equity formation and craft a unique personality with which to enter the digital market