Ethnic Wear: Demand sparks off brand play

The woman’s ethnic wear industry is highly fragmented and competitive. Even though it’s easily influenced by ever-changing demand and preferences, the market holds a lot of potential for brands. Lured by its potential many players are

stepping into this space.

Ethnics

a huge draw

While women’s western wear has seen an upsurge in demand, India as a country still remains traditional at heart. And people still prefer ethnic wear, when it comes to festivals and weddings. With more and more women joining the workforce, salwar kameez and ethnic suits are preferred for comfort and ease of wearability. Experts say there is a significant rise in demand for women's ethnic clothing. To a large extent, this segment is catered to by the unorganized sector. Therefore, the gap is a large opportunity for organized players to step in. As Manohar Chatlani of Soch points out, “The all-India market has still not reached its peak. There’s enough space for a lot of new players.”

Mayank Sabharwal, Director, Ridha Fashions (Paislei) explains, “Just look at the women in shopping centers, cinema halls, parties etc, you will realize how influential ethnic and Indo western wear is dominating the women’s market.” Gone are the days when women’s wear in India was restricted to ethnic outfits like a sari or salwar kameez. For instance, the kurti has become the new tunic. Be it a fitted sheath for a formal occasion or an evening satin dress or a summer dress, the tunic finds acceptability in the hugely dynamic Indian market.

“The major issue in reaching the stage we are at today is the inherent unorganized nature of the industry. Most players do not follow even the basic accounting and reporting norms,” explains Asheeta Chhabra-Head Business Development, Chhabra 555. Reiterating a similar sentiment, Kiran Vora, Director, Asopalav says, “A sari or a heavy embroidery ghaghra choli takes at least three to four months to manufacture. By the time we are done with our manufacturing and put the products on shelf, we see another trend emerging. So we have to not just keep ourselves updated. But we have to depend on our gut feeling on what kind of styles and designs will be preferred and plan our manufacturing accordingly.”
 

Modern avatar of ethnics

Apparel manufacturers and designers are combining traditional ethnic tops like kurtis and short kurtis with jeans and other western bottoms. Says Chatlani, “In 10 years, the sale of saris will probably be 50 per cent of what’s selling now. But salwar-kameez and kurtis will grow. Kurtis are already donning a western look. Even in salwar-kameez you may probably have western tops with pants or scarves,” he explains.

“This winter we are offering an extensive line of designer ethnic wear in jackets, coats, capes, kaftans etc. We have also elaborated office wear and Indo western catalog to our existing semi formal and party wear range,” adds Sabharwal. The bottom line thus is, even though Indian women are now taking to western wear, evergreen ethnics will not ever lose its demand. In fact, there is a huge void of brands in the ethnic wear segment that can be filled up by offering quality ensembles, because today’s woman is ready to pay the price for quality clothing.