Ethnic wear brand Hynotex plans western wear foray

Surat-based Hypnotex, has been making occasion wear for women for the last eight years. The brand is now ready with its festive collection as next month onwards the festival season will kick start even as it plans to expand in the western wear segment.

Hypnotex’s main products are saris and salwar kameez. For the oncoming festive season such as: Raksha Bandhan and Diwali, they will introduce heavily embroidered and embellished saris and salwar kameez. After Raksha Bandhan, the brand plans to add party wear dresses and saris. And for the wedding season, Hynotex will bring in lehenga-choli, saris and dresses. The Autumn/Winter collection includes Diwali ensembles and designer and party wear collections. The colour palette for the season are peach, orange, brown, red, green and various other English shades.

Virendra Singh Shekhawat, Business Head says, “Recently, we introduce kurtas and it has generated great demand and we have seen good response. Now we want to focus on our kurta collection as well.”

Traditional wear moves slowly, as tastes change

Shekhawat feels traditional wear as is known is not doing too well as fashion is now focused more on mix and match. “Today, when we talk about traditional wear, we mean Indowestern or fusion collections. Women hardly wear a typical traditional combination of a salwar kameez. Kurtas are matched with palazzos, pants or ghagra. The ethnic wear market is shrinking day by day and manufacturers and retailers need to adapt to the changing scenario,” he argues.

Innovation helps ethnic wear appeal

He points out in ethnic wear, innovations and styling plays a major role. Earlier the same pattern was sold but today sales can be seen where there is something unique. “It is this unique feature which brings in more sales. So, fashion and styling matter more. Also, with the younger generation, it is important to constantly innovate otherwise they don’t get attracted,” explains Shekhawat. Hypnotex designed digital print saris for the season and got a good response. And it is this quality of the brand that appeals to its customers.

Since last one year the ethnic market has been seeing slow growth. “One of the reason, could be people are shifting more to western wear and traditional ethnic wear segment has taken a backseat. Moreover overall market growth is slow and at the same time the market has been flooded with replicas of original, which sell faster than the original. Together all these reasons have contributed to the slowdown of ethnic wear market,” argues Shekhawat.

The Hypnotex brand is present across the country and is also exported. The company plans to add more categories to the product basket so that it can keep its growth pace .