Disha Patani is the new face of ethnic brand Aurelia

Women’s ethnic brand Aurelia has chosen Bollywood actress Disha Patani as its brand ambassador. Aurelia offers contemporary traditional Indian wear. Aurelia, is a brand from TCNS Clothing whose other brand is W. Aurelia has 183 exclusive brand outlets and 752 large format stores across 184 cities in India and one outlet outside India.

The ethnic wear industry in the country has evolved significantly. Rising female workforce is one reason. There has been a rise in purchasing power and awareness about fashion. There has been a rise in the number of exclusive brand outlets and multi brand outlets in the women’s ethnic wear market.

The sari segment dominates with around 47 per cent share followed by salwaar kameez and lehenga. Though women are getting attracted to western wear, traditional Indian clothes are still essential in most parts of the country, and hence the demand for them is expected to grow.

There has been an influx of new players in women’s ethnic wear space. For example, Tata company Titan has entered with Taneira. Existing players continue to expand their presence in Tier II and III cities. The ethnic wear industry has also garnered interest from celebrities who are investing in opening their own apparel lines.