The just concluded Ethnic Manufacturers of India (EMI) trade fair, held in Mumbai from August 3 to 5 was a huge hit among manufacturers and buyers alike. In its fifth year, EMI year saw 53 players participating. The two day fair explored a wide variety of stylish garments for grooms, his male family members and kids. A vivid range of colours and styles in sherwanis, coats, suits, jodhpuris, kurta suits, Indo-western, in a blend of fabrics, art and tradition were showcased.
The two-day fair was inaugurated by Bipin Chauhan, owner of Ahemdabad-based retailer Jade Blue. Jade Blue has popularised Modi suits that are trending in India every since PM Modi has been wearing them to various forums. The organisers were clear, they wanted EMI to be a serious B2B event and concentrate only on bookings. Thus, there were no other verticals of ethnics at the event. Accessories, masters, tailors, merchandisers, designers, were a part of the fair.
The committee members which included top ethnic wear brands welcomed trade partners and hoped their relationship would grow stronger with each season. Among the committee members were: Jiten Gada of Jinaam, Rajesh Morabia of Status, Harshad Mehta of Cinnic, Raju Goda of Aarambh, Piyush Mehta of Uvaam among others. “We started preparing only two days before the event and only big brands were on the committee. Thus, customers saw only the best products,” explained Harshad Mehta of Cinnic, a men’s ethnic wear brand. Mehta is a member of the organising committee of the trade fair.
Growing focus on Ethnics
Mehta opines ethnic wear as a whole is expensive and considered a luxury segment. Therefore, excise is not viable. This year, around 60 manufacturers participated while 1,900 retailers registered with them, a rise of 50 per cent. The purpose of the event was to get men’s ethnic industry under one roof. “We wanted dealers, manufacturers, etc, to meet under one roof,” says Mehta. Usually, dealers have to go to different factories, but the trade fair gave them an opportunity to come together thereby boosting business as a whole.
The market for ethnics is huge and the number of players too is increasing. Almost all stores stock men’s ethnic wear and specialised stores have come up to retail only ethnics. “The response to the fair has been growing. About 60 manufactures came together for this fair with each having 200-300 designs on an average. That translates into about 15,000 designs, which is great progress for this segment,” he explains.
The response to the fair was also good. “This year, we announced the recruitment of new members and in one day 38 applications were received. They were willing to pay entrance fee and an annual fee. We have a long waiting list of 100 manufacturers.” No wonder, in five years the fair has grown five times. “Manufacturers who considered each other as competitors earlier have learnt to co-exist. They protect each other’s interests. We have 1,500 retailers who work as a team,” Mehta elaborates.
The vision is to make the fair a premium one and hold it in other cities, including Goa next year. “We want to expand the fair and are looking at bigger brands. In fact, at present, we have some 60 big brands on our waiting list,” Mehta informs. Yet the fair is staying away from women’s and girls’ ethnic segment, mainly, because they are a huge segment. “Men’s ethnic wear in India has 20 per cent market share,” sums up Mehta.
