Indian wear brand Shree launches its Autumn/Winter collection

When it comes to redefining Indian wear home grown brand Shree leads the way. A value for money fashion brand, Shree has been growing at 30 per cent in the last fiscal and is optimistic of achieving 40 per cent in the next financial year. Now, they are out with the Autumn/Winter collection, which focuses on jamavar.

Shree is a fast track, value-oriented fashion brand which is made from natural fibres. Its apparels are functional and cater to the modern woman. Its range comprises daily wear, work wear and casual wear. Sandeep Kapoor, Managing Director prefers to call it Indian wear rather than ethnic or traditional wear. Interestingly, the brand creates four-five new styles every day, which means customers can never get bored with their designs.

The colour palette for the upcoming season is metallic and bright shades. The fabrics are cotton, rayon, modal, bamboo and poly viscose blends.

Ethnic wear market grows big

In the women’swear segment, ethnic wear has emerged as the biggest category. It has a 75 per cent share of the entire segment. The market is expected to grow at a CAGR of 9 per cent for the next five years to reach a figure of Rs 121,400 crores by 2017. In 2014, sari was the biggest category with a share of 50 per cent, followed by salwar kameez and blouse/petticoat at 41 and 9 per cent respectively. It is expected that the salwar kameez category will grow at a CAGR of 13 per cent in the next five years while the corresponding growth rates of sari will be 5.5 per cent and that of blouse/petticoat will be 4 per cent. The higher growth rate of salwar kameez will make it the dominant women’s ethnic wear category in 2019.

The women’s wear segment comprises various categories that include saris, salwar kameez, innerwear, blouse, winter wear, sleepwear, tops/shirts, trousers, skirts, denim, T-shirts, etc.

Change is constant, keeps fashion alive

Kapoor says, the ethnic wear market is changing fast with new cuts and functionality of the dress becoming more important. Today, women are experimenting with newer designs and cuts. “Traditional kurtas are worn with palazzos, pants, tights and ghagras. Salwars and churidaars are not so much in fashion. And it’s not just the young women, even older fashion savvy women are going for the fusion wear. So, the market is catering to demand and bringing in newer designs, silhouettes and fabrics which till some years ago nobody could have imagined,” explains Kapoor. It is good for brands like Shree because they are able to cater to the demands of women across the country.

Kapoor says, “I think Indian wear is taking more share of salwar suit, ready to stitch (RTS) and western wear market. In the next 10 years, mix n match will eat the whole pie of (RTS).”