29 July 2023, Mumbai
Myntra, the leading fashion brand, has observed a significant surge in its premium ethnic wear category, with growth doubling in the past year, primarily driven by shoppers in metros and Tier-1 cities across India.
Customers spoilt for choice
Offering an extensive range of more than 3.85 lakh styles from over 1000 brands, the premium ethnic wear segment starts at Rs 2,500.
Witnesses doubling of ‘Premium Segment’
Notably, women's ethnic wear is emerging as one of the most popular categories among consumers and is projected to touch a staggering $24 billion by 2025, as per industry reports.
Myntra's strategic expansion by onboarding 50+ premium ethnic wear brands, including Manyavar and Tasva by Tarun Tahiliani, further underscores the segment's limitless potential.
Rising popularity
The recent End of Reason Sale (EORS) showcased the immense popularity of women's ethnic wear.
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