India\u2019s ethnic wear market has entered a defining phase. Once dominated by traditional family-run boutiques and legacy craft houses, the category is now brimming with new-age labels, digital-first brands, and ambitious regional players scaling rapidly across the country. As consumer expectations evolve\u2014from craftsmanship and authenticity to modern aesthetics and omnichannel access\u2014brands are recalibrating to stay relevant.<\/p>\n
In this competitive landscape, leaders like Soch, Fabindia, and Mysore Saree Udyog (MSU) are showcasing how sharp positioning, deep-rooted craftsmanship, and technology-led retail innovation can drive long-term growth.<\/p>\n
Read more:\u00a0Fashion & Lifestyle Retail: Q2FY26 Reinforces Positive Q1 Trajectory<\/a><\/p>\n Staying Relevant in a Crowded Market<\/p>\n With the ethnic wear<\/a> category becoming increasingly cluttered, brands are sharpening their unique value propositions. For Soch, differentiation extends beyond product design\u2014its strength lies in storytelling.<\/p>\n \u201cOur storytelling \u2014 through campaigns that celebrate women, culture, and craft \u2014 further differentiates us. Each collection is thoughtfully curated to reflect India\u2019s diverse heritage while staying relevant to evolving fashion sensibilities,\u201d shared Vinay Chatlani, Co-Founder & CEO, Soch Apparels.<\/p>\n Heritage-driven brands like Fabindia and Mysore Saree Udyog continue to anchor their identities in authentic craftsmanship and long-standing artisan partnerships.<\/p>\n \u201cWhile the ethnic wear space has become crowded with trend-driven and craft-inspired labels, we stay rooted in genuine craft and long-standing partnerships with artisan communities across India. Our products are not interpretations of heritage; they are crafted in their purest form, using traditional techniques sustained over decades,\u201d said Sumit Arora, President \u2013 Apparel, Fabindia.<\/p>\n For MSU, trust, pricing transparency, and consistency remain the foundation of its consumer promise.<\/p>\n \u201cThe focus remains unchanged: offer exceptional products, fair prices, and a seamless experience. A 20-year price-match guarantee reflects our promise of honesty and value,\u201d added Kamlesh Talera, Founder, Mysore Saree Udyog.<\/p>\n Know more:\u00a0Best Brands Coming Up with Black Friday Sale 2025<\/a><\/p>\n Offline Still Dominates Sales<\/p>\n Despite accelerated e-commerce adoption in India, ethnic wear continues to be an emotionally driven category where touch, fabric feel, and fit influence purchase decisions.<\/p>\n \u201cCurrently, our offline channel remains our core strength, contributing approximately 80 percent of overall revenue,\u201d said Chatlani.<\/p>\n Talera echoed this trend: The Omnichannel Shift<\/p>\n While stores are the backbone, brands are doubling down on digital commerce to build seamless omnichannel journeys.<\/p>\n \u201cAlthough the online segment has historically been smaller, it is experiencing exponential growth, with a projected 60\u201370 percent growth in online sales this year, driven by increasing digital adoption and our omni-channel initiatives,\u201d shared Chatlani.<\/p>\n Fabindia is pursuing a similar path. Domestic Expansion Plans<\/p>\n With rising demand in tier II and III markets, brands are expanding strategically across the country.<\/p>\n \u201cDomestically, we plan to add 20\u201325 new stores annually, focusing on disciplined expansion for deeper penetration in high-potential clusters and cities where the brand is already strong,\u201d shared Chatlani.<\/p>\n For MSU, the first phase of expansion is focused on South India. Fabindia continues to blend company-owned and franchise-led growth.
\n\u201cToday, 95 percent of customers prefer visiting a store and physically seeing the product. Only 5 percent buy online.\u201d<\/p>\n
\n\u201cWe are building more experiential formats and investing in digital commerce to reflect an omnichannel world. We also continue to strengthen our digital platforms to ensure convenience, accessibility, and a consistent brand experience across every touchpoint,\u201d said Arora.<\/p>\n
\n\u201cThe first and second phases would definitely be more southern, and then we may go further up North. Whether it is Maharashtra, Andhra, Karnataka, or Tamil Nadu, these are the states we would look at initially,\u201d said Talera.<\/p>\n
\n\u201cWe are reaching customers through a balanced mix of company-owned stores and a strengthened franchise model,\u201d added Arora.<\/p>\n