KIT: The Ethnic wear market for women

Strategic tools for the practising manager

The ethnic wear market for women in India is estimated at around Rs 40,000 crore.

This market is growing at 12 per cent a year.

Ethnic wear accounts for 60 to 70 per cent of the Indian woman’s wardrobe.

Tastes and preferences in ethnic wear vary across states, and fashion trends change fast in the category.

Unlike western wear where display is integral to showcase styles and cuts, ethnic wear is largely stacked on shelves. Variety is an important factor that drives sales.