The Indian Ethnic Wear Market
The Indian ethnic wear market has evolved into a vibrant and dynamic industry, blending centuries-old traditions with contemporary fashion sensibilities. As of 2025, the market is driven by rising disposable incomes, a growing middle class, and increasing demand for occasion-specific attire, such as festive, bridal, and casual wear. Key growth factors include the resurgence of handloom and heritage weaves, the influence of digital platforms like Instagram and e-commerce giants (e.g., Amazon, Flipkart), and a shift in consumer behavior toward sustainable and personalized fashion.
Technological advancements, such as AI-driven design tools and ready-to-wear innovations, alongside lifestyle changes favoring comfort and versatility, are shaping the market. The saree, lehenga, kurta, and suit remain staples, reflecting India’s cultural diversity and craftsmanship.
Leading Indian Ethinic wear Brands
Blends timeless sophistication with modern glamour positioned as a premium festive choice.
“Rangeelo Rajasthan” collection with Gota Patti and Zardosi; positioned as a heritage-inspired bridal brand.
Pure silk Paithani sarees with peacock and lotus motifs; targets tradition enthusiasts with a luxury focus.
Ethnic wear for women design by Biba not only presents impeccable design but also shows the evolvement of Indian ethnic dresses in its collection.
Explore the Top-line Collection of Kurta, Sherwani, Lehenga, Saree, and Wedding & Engagement Dresses for Men and Women Only at Manyavar
From Top Saree’s to Lehenga, suit and kurta , Men’s ethnic wear, each ethnicwear category sees unique trends and strategies. Here’s a deep dive into category-wise analysis and brand performance:
Top Saree Brands
The saree market in India is a vibrant tapestry, weaving together tradition and modernity with a rich array of styles for weddings, festivals, and daily wear. Consumers crave variety, craftsmanship, and value, driving a dynamic sector fueled by heritage and innovation.
This market blends iconic names with rising stars. Established brands like Brand Mandir, Pothys, and Suta Bombay offer Banarasi, Kanchipuram, and Kalamkari sarees, while Satya Paul and Raw Mango dazzle with vibrant designs. ITC’s Mavuris champions sustainable artisanal weaves. Emerging players like Kaarigai Sarees, Aavaranaa, and Kovaipattu shine with niche offerings, from silk mark-certified Kanchi to ready-to-wear “zip & go” sarees by Sree Sai Silks. Growth is propelled by festive discounts, online accessibility via Instagram and websites, and tailored innovations like custom blouses and sustainable fabrics. Collaborations with influencers and bridal collections amplify this market’s allure, blending timeless elegance with contemporary flair.
Bipasha Basu collaborates with Sabyasachi for its 25th Anniversary!
@sabyasachiofficial, you are a true artist! 🎨 Congratulations on 25 glorious years and a spectacular show. The Bengali songs took me on a nostalgic journey!
Sujata Biswas collaborates with Suta Bombay!
A celebration of timeless weaves and effortless elegance—@suta_bombay never fails to capture the essence of tradition with a touch of modern charm!
The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are Sabyasachi Official (392 reels), Suta Bombay (159 reels), Raw Mango (101 reels), Ekaya Banaras (63 reels), Wedding Blouses (54 reels), Gowti Sowbi (54 reels), Rosh Cookware (47 reels), Teej India (44 reels), Samyakk Sarees (37 reels), Pothys Official (35 reels), Kaarigai Sarees (33 reels), Nalli Silks Sarees (32 reels), Rathnam Silks Hassan (28 reels), Anavila M (25 reels), and Vijayalakshmi Krishna (22 reels)
Top Lehenga & Bridal Wear Brands
The lehenga and bridal wear market is flourishing, fueled by the fervor of India’s wedding season and a blend of traditional grandeur with modern flair. Consumers seek intricate craftsmanship, vibrant colors, and customizable elegance, driving a vibrant sector rich in sophistication and celebration.
This market showcases a mix of iconic designers and rising stars. Established names like Falguni Shane Peacock, Tarun Tahiliani, and Manish Malhotra dazzle with exclusive bridal collections, while Odhni World and Kalki Fashion cater to festive and wedding needs. Anita Dongre and Ritu Kumar elevate heritage designs, and Ensemble India curates multi-designer luxury. Emerging players like Kara’s Trendz, with events like Shaadi Carnival, and Sony Bridals offer accessible glamour, while WeddingLehengas and House of Surya provide customizable options with global shipping. Growth is propelled by bridal exhibitions, influencer-driven social media, and new collections blending tradition with modernity. Events like Bridal Asia and a focus on bespoke details amplify this market’s radiant appeal.
Jio World Plaza collaborates with Manish Malhotra ✨
The grand launch of Manish Malhotra’s flagship store at Jio World Plaza was a spectacular celebration of couture and culture. Industry icons gathered to witness India’s heritage and craftsmanship blend seamlessly with global fashion.
Shivvani Patil collaborates with KALKI Fashion! ✨
Sangeet night perfection in this stunning red lehenga from @kalkifashion! ❤️🥹 Obsessed is an understatement!
The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are Manish Malhotra (357 reels), Tarun Tahiliani (337 reels), Falguni Shane Peacock India (243 reels), Kalki Fashion (205 reels), Anita Dongre (79 reels), Papa Don’t Preach by Shubhika (76 reels), Payal Singhal (55 reels), Odhni World (54 reels), Wedding Lehengas (53 reels), Jigar Mali Official (53 reels), Samyakk Clothing (49 reels), Mauve Story (42 reels), Swtantra Official (37 reels), Ritu Kumar HQ (36 reels), and Official Benbaa (33 reels)
Top Suit & Kurta Brands
The suit and kurta market in India is a vibrant blend of festive elegance and everyday comfort, driven by a surge in demand for versatile ethnic wear. Consumers seek affordable, stylish, and customizable designs, fueling a dynamic sector rich with tradition and modern flair.
This market features a robust mix of established and emerging players. Icons like Libas India, W for Woman, and Ritu Kumar lead with trendy yet heritage-inspired collections, while Biba, Fabindia, and Jaypore shine through craftsmanship and collaborations. Retail giants like Myntra, Flipkart, and Shoppers Stop amplify reach. Emerging brands such as Melange Designing Studio, Rhua Official, and Maitri Jaipur offer bespoke handcrafted kurtas, and labels like Bunaai and Fashor cater to Indo-western tastes. Growth is propelled by festive sales, social media-driven influencer partnerships, and omni-channel accessibility. Exhibitions and sustainable handloom initiatives further boost this market’s appeal, marrying cultural roots with contemporary chic.
Gagan Akash Midha collaborates with Libas India to bring you an exclusive offer!
Falaq Naaz collaborates with BIBA to bring you the perfect festive outfit! ✨🎊
BIBA just sent me this stunning rust Anarkali kurta palazzo suit set—a regal yet chic ensemble from their new collection inspired by Kriti’s favorite looks!
The figure on the right illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are Aachho (156 reels), Shop Mulmul (146 reels), Libas India (109 reels), Biba India (91 reels), Indya (82 reels), Sheetal Batra (40 reels), Ritu Kumar HQ (36 reels), Bunaai (35 reels), Azorte Store (35 reels), Jaypore (32 reels), W for Woman (31 reels), The Loom (31 reels), True Browns (30 reels), The Koskii (29 reels), and Royal Export (26 reels)
Men Ethnic Wear Brands
The men’s ethnic wear market in India is thriving, propelled by wedding and festive seasons that ignite demand for elegant, versatile outfits. Consumers blend tradition with modern flair, seeking sophisticated groom wear and comfortable festive styles, fueling a vibrant and dynamic sector.
This market showcases a blend of established giants and emerging designers. Manyavar leads with a vast retail network and budget-friendly wedding wear, while Tasva, backed by Tarun Tahiliani and Ranbir Kapoor, dazzles with collections like BAARAAT. Ethnix by Raymond and Siyaram’s fuse heritage with craftsmanship, and Gargee Designers cater to festive elegance. Emerging players like Tonny Designers, Dulha Paksh, and Brahaan Official offer bespoke sherwanis and kurtas for niche occasions. Growth is driven by celebrity endorsements, new store expansions, and vibrant fashion shows like the TasvaShow. Social media amplifies this market’s appeal, blending timeless traditions with contemporary swagger for celebrations like Diwali and Navratri.
The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are Tasva Fashion (116 reels), Manyavar (60 reels), Gargee Designers (21 reels), Kora by NM (18 reels), House of Aham (15 reels), Ethnix Official (14 reels), Asuka Couture (13 reels), Bride and Baraatt (12 reels), Sarab Khanijou Official (10 reels), Pernia’s Pop-Up Shop Men (10 reels), Zoop Fashions (8 reels), Shayona Junction (8 reels), Vanshik Official (7 reels), Jade Blue Lifestyle (7 reels), and Dulha Paksh (7 reels)
he Dapper Check collaborates with Tasva Fashion to bring you the ultimate destination for dream wedding outfits!
Samir Arya collaborates with Gargee Designers to explore the finest ethnic styles!
From classic cuts to modern silhouettes, this collection blends tradition with innovation, bringing out the best in luxury ethnic fashion.
Ethnic Wear Brands: Marketing Strategies, Successes & Trends
This section explores the varied marketing strategies adopted by ethnic wear brands in India, including promotional campaigns, product launches paired with sales events, and lifestyle-oriented promotions.
Marketing Campaigns:
Fashion brands are tapping into seasonal moments to inspire celebration-ready styles and emotional connections.
Inchingindia rolled out its LUX Festive Coords and Festive Inspiration Series, showcasing elegant, coordinated outfits designed for festive sparkle and social celebrations.
Mohey Fashion spotlighted its Diwali Collection and Big Day styles, combining traditional glamour with bridal appeal, ideal for weddings and major festivals.
Rareism used its Lumiere and Un jour Season 2 collections to explore themes of journey and togetherness, particularly around Valentine’s Day, evoking emotion-driven fashion storytelling.
These campaigns blend style, sentiment, and occasion-based storytelling to drive engagement and seasonal relevance.
Product Launches:
Designers are introducing vibrant collections that align with upcoming seasons and global fashion trends.
Ranna Gill launched the SS25 ‘Marbella Dreams’ collection, featuring colorful, playful styles that capture the spirit of spring-summer vibrance.
These launches reflect a focus on seasonal freshness, travel-inspired themes, and statement fashion for the warmer months.
Sales Events:
Fashion brands are blending festive energy with smart pricing to drive seasonal purchases.
Label Ishnya offers stylish outfits under ₹4,000, making budget-friendly luxury accessible for the fashion-conscious.
Sylk Official connects its Diwali partywear with a festive sale, capturing attention from party-ready shoppers looking for deals.
These promotions tap into occasion-based shopping and price sensitivity, boosting both engagement and conversions.
Lifestyle Promotions:
Kalki Fashion highlights outfits for baby showers and wedding moments through its Bride & Baraat collection, catering to ceremonial and life event shoppers.
Conclusion: Defining the Future Trajectory of Ethnic Wear in India
The Indian ethnic wear market in 2025 blends tradition with innovation, offering products like sarees, lehengas, and men’s wear to meet diverse consumer needs. Key trends include the dominance of traditional craftsmanship, growth in digital retail, and a focus on sustainability. The future looks promising, with opportunities in customization, rural expansion, and tech integration. To stay competitive, brands should invest in influencer marketing, embrace sustainability, and innovate with ready-to-wear designs, balancing affordability with luxury.
Discover the Brands
