Are Women Really the Boss in the Women’s Ethnic Wear Segment? That’s right, ladies are taking charge when it comes to shopping for ethnic wear, accounting for a whopping 65% of purchases in this category. On the flip side, men seem to be ruling the roost in the men’s ethnic wear segment. It’s a battle of the sexes in the world of fashion!
Flipkart Fashion’s ethnic wear category has seen a surge in popularity, attracting 6 million customers in the past year. Surprisingly, almost 90% of sales are driven by repeat buyers, showing that once you go ethnic, you never go back. The core audience for this brand is the young crowd, with most ethnic wear buyers falling between the ages of 25 and 35. It seems like the youth are embracing their culture with open arms through their fashion choices.
The ‘everyday’ ethnic wear category is on the rise, especially in cities like Bangalore, New Delhi, Kolkata, and more. These cities are becoming hotspots for non-festive ethnic fashion, showing that ethnic wear is not just reserved for special occasions anymore. Customer behavior insights have revealed that women are the primary shoppers in the women’s ethnic segment, making up 65% of purchases. On the other hand, men are dominating the men’s ethnic wear category, driving 88% of transactions. It’s a clear divide in shopping habits between the genders. Tier 3 and smaller towns are also hopping on the ethnic wear bandwagon, accounting for 55% of overall shopper volume. The cultural diversity in India is truly reflected in the fashion choices of its people.
Kunal Gupta, Vice President of Flipkart Fashion, believes that ethnic fashion is not just about style, but also about tradition and cultural preferences. This segment is not only attracting new customers from Tier 2 and Tier 3 cities but also showcasing the rich tapestry of Indian culture through fashion. The Indian ethnic wear market is booming, with a value of approximately USD 197.2 billion in 2024 and projected to reach USD 558.5 billion by 2033. The demand for ethnic wear is on the rise, with kurtas leading the pack at 42%, followed by sarees at 24% and kurtis at 18%. Specific styles like Anarkali suits, Chikankari kurtas, and ready-to-wear sarees have seen exponential growth in recent times, showing that traditional styles are here to stay. Not really sure why this matters, but it’s clear that ethnic wear is not just a trend, it’s a way of life for many Indians.