India’s ethnic wear market is evolving quickly. Traditionally, this space was filled with family-owned boutiques and established artisans. Now, new brands and online players are stepping in, changing how people shop and what they expect.
Brands like Soch, Fabindia, and Mysore Saree Udyog (MSU) stand out by blending heritage with modern styles. They focus on telling meaningful stories about culture and craftsmanship, which resonates well with consumers today.
Vinay Chatlani, the CEO of Soch, emphasizes, “Our storytelling—campaigns that celebrate women and culture—sets us apart. Each collection reflects India’s diverse heritage while appealing to modern tastes.” Similarly, Fabindia highlights its commitment to authenticity. Sumit Arora, President of Fabindia, shares, “We prioritize genuine craftsmanship and hold long-standing partnerships with artisans across India.”
Offline Shopping Still Reigns
Though online shopping is on the rise, many still prefer in-store experiences. Chatlani notes, “80% of our sales come from offline channels.” This sentiment is echoed by Talera, who states, “95% of our customers want to see products in person.”
Embracing Digital with an Omnichannel Approach
While physical stores matter, brands are investing in digital shopping for a seamless experience. Chatlani predicts a significant increase in online sales—projected to grow by 60-70% this year. Fabindia is enhancing its digital presence to match consumer expectations across platforms.
Expanding Within India
With a growing appetite for ethnic wear in smaller cities, brands are expanding thoughtfully. Soch plans to open 20-25 new stores each year. MSU is focusing its development initially in South India, exploring states like Karnataka and Tamil Nadu before moving north.
Going Global
Interest in Indian ethnic wear is growing worldwide. Soch has recently opened three stores in Malaysia and is looking to expand into Singapore and Dubai. Fabindia is also exploring international markets where Indian craftsmanship is appreciated. Talera mentions that MSU has a diverse customer base, including many repeat buyers from countries like the UK and Australia.
Commitment to Craft and Sustainability
Authenticity remains vital for success. Each brand interprets craftsmanship uniquely. Chatlani highlights how Soch blends traditional techniques with modern design. Talera states, “We’ve been selling some products for 38 years, showing the importance of longevity.” Meanwhile, Arora emphasizes Fabindia’s commitment to sustainability, reducing waste, and promoting natural materials.
The Bigger Picture
The ethnic wear segment is expanding into lifestyle brands to cater to various consumer needs. Chatlani shares, “We want Soch to be a holistic ethnic lifestyle brand.” Arora agrees, stating that all categories embody Fabindia’s ethos of craft and sustainability.
Festive Seasons Drive Sales
Festivals like Diwali create a surge in demand. Brands align collections and campaigns with these occasions to enhance both engagement and sales.
Looking Ahead
As competition grows, the market potential remains bright. Chatlani aims to position Soch as a beloved ethnic wear brand with a global presence, while Arora focuses on scaling responsibly and sharing Indian craftsmanship with the world.
In this dynamic landscape, brands that adapt and connect meaningfully with consumers are the ones that will thrive. For more insights on the evolving retail market, check out trusted reports.
Source link
Indian market
