default-output-block.skip-main
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Indian Fashion Giants Continue to Bet on Traditional Apparel

Young women dressed in traditional indian sari at the Desert Festival on March 1, 2015. Shutterstock.
Young women dressed in traditional indian sari at the Desert Festival on March 1, 2015. Shutterstock.

Following investments in traditional Indian attire by rivals, including Tata Group and Aditya Birla Fashion and Retail (ABFRL), Reliance Retail plans on launching a chain of stores in the space under the name Avantra, India Times reports.

The move will reportedly see Avantra unveil mid-size stores with a value-oriented offerings of items such as kurti and sari, sources told India Times, to coincide with India’s wedding season. While Tata Group’s jewellery brand Tannishq has recently moved into the segment, ABFRL has acquired stakes in local designers like Sabyasachi and Tarun Tahiliani.

Though younger Indians are driving growth for global fashion brands selling Western apparel to the market, traditional attire still reigns supreme and makes up 71 percent of India’s womenswear market, according to Technopak Advisors.

Learn more:

Sabyasachi Mukherjee: King of India’s Bridal Market

The designer, whose bridal pieces are worn by India’s billionaire heiresses and Bollywood superstars, has built a luxury brand that’s set to generate $35 million in revenue in 2019. Now, he’s on a quest to tap the lucrative fine jewellery market and take his business global.

In This Article

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Global Markets
On the ground intelligence and analysis from emerging and frontier markets.

Vietnam is already an important sourcing hub for companies like Zara, H&M and Nike — and an increasingly valuable way for brands to reduce their exposure to China — but supply chain experts say it is not as attractive as it once was.





view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
BoF Professional Summit - New Frontiers: AI, Digital Culture and Virtual Worlds - March 22, 2024
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
BoF Professional Summit - New Frontiers: AI, Digital Culture and Virtual Worlds - March 22, 2024