With its rich traditions and culture, love for ethnic wear never fades in India. Though many new trends and styles have been introduced lately, ethnic wear continues to be the garment of choice for Indian consumers, especially during festivals. “Another factor that attracts young Indians to ethnic wear is the influence of celebrities and social media,” says Mansi Gupta, CEO and Founder of online ethnic wear brand Tjori which recently launched a new men’s ethnic line.
Exploring the beauty and strength of Indian heritage
Starting on a small whiteboard with an aim to explore traditional and heritage Indian handicrafts on a global platform, Tjori currently caters to customers across the world and launches multiple collections using numerous Indian art forms. “Inspired by the diligent work of the Indian craftsmen, we offer authentic products with international quality,” states Gupta. The brand offers apparels for men, women and children besides home furnishing and wellness products inspired by indigenous Indian arts and crafts. “Exploring the beauty and strength of traditional Indian heritage is the essence of our brand,” Gupta explains.
Tjori is the only Indian brand promotes Indian art and craft on a global scale. Aimed at women in 25 to 40 years, it offers apparels both in the fashion and non-fashion categories. “In the fashion category, we offer apparels, accessories and footwear for men and women while in the non-fashion category we offer home décor and personal care products. In all categories, we launch a minimum of 12-13 collections every year,” Gupta informs.
Capitalising on Tier II and III markets
Ethnic wear comprises a big share of the entire fashion retail in India. “It is the biggest category in women’s fashion that has been majorly accepted by younger audiences and working women,” adds Gupta. The market is dominated by women’s ethnic wear whose evolution can be attributed to growth drivers such as a growing female population in India and increase of women in workforce. “Industry players are also capitalising on Tier II and III markets as major growth in ethnic wear is coming from these cities,” Gupta affirms.
Online ethnic wear market is seeing major growth. “Social media platforms are increasing awareness about brands amongst consumers, which is leading to more market presence and growth,” notes Gupta. “In future, we look to perform well in e-commerce and expand across India,” Gupta sums up.