India’s ethnic wear market is evolving rapidly. It used to be dominated by traditional boutiques, but now, fresh names and digital brands are making a big splash. Customers seek authenticity, craftsmanship, and modern styles, prompting brands to adapt.
Leaders like Soch, Fabindia, and Mysore Saree Udyog (MSU) are setting the bar high. They’re using technology and strong storytelling to capture attention. Vinay Chatlani, Co-Founder of Soch, emphasized the importance of storytelling, sharing how their campaigns celebrate Indian culture and women’s stories.
Heritage brands like Fabindia focus on real craftsmanship. Sumit Arora, Fabindia’s President, highlighted their commitment to artisan partnerships, ensuring every piece reflects true Indian craftsmanship. Similarly, MSU builds trust through transparent pricing and quality, as noted by founder Kamlesh Talera.
Offline Shopping Remains Strong
Even with the rise of online shopping, many customers prefer the in-store experience for ethnic wear. Chatlani mentioned that about 80% of Soch’s revenue comes from physical stores. Talera echoed this, saying 95% of customers still want to see products in person.
Omnichannel Shopping Experience
While in-store shopping is vital, brands are also investing in online formats. Chatlani noted a significant expected rise in online sales, driven by increased digital engagement. Fabindia is creating more engaging digital experiences to cater to shopper needs across channels.
Expansion Across India
With demand growing in smaller cities, brands are expanding strategically. Soch plans to open 20-25 new stores annually, focusing on areas with strong customer bases. MSU is targeting southern states for its expansion, looking to gradually move northward.
Going Global
As global interest in Indian fashion grows, brands are looking abroad. Soch recently opened stores in Malaysia and is eyeing Singapore and Dubai. Fabindia is also exploring international markets where Indian craftsmanship is appreciated.
Commitment to Craft and Sustainability
Each brand preserves authenticity while focusing on sustainability. Talera mentioned their efforts to promote natural fabrics, urging younger generations to appreciate them. Arora spoke about reducing waste and embracing mindful consumption.
Embracing Technology
Technology is crucial for scaling production. Talera shared that MSU has invested in software to modernize how artisans work, making production more efficient. Brands are also enhancing their online systems to provide better customer experiences.
Seasonal Demand
Festivals drive significant sales in India. Brands align their collections and marketing around festivities like Diwali. Chatlani explained how this strategy boosts engagement and sales during peak seasons.
Market Outlook
Despite fierce competition, the market’s potential is strong. Soch aims to become a beloved global brand, while Fabindia focuses on scaling responsibly. Their goal is to bring authentic Indian craft to wider audiences, ensuring a lasting legacy for their brands.
For deeper insights into the fashion sector, check the latest trends at Fashion & Lifestyle Retail.
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