High-end clothing brands from foreign countries are bombarding the Indian market. However, ‘desi’ (Indian ethnic wear) clothing is still in high demand, especially among women. Be it a wedding ceremony, an evening party or a festival, ethnic clothing such as, salwar suits and saris continue to rule the market.
According to reports, the salwar kameez market is expected to grow at a fast pace not only in India but also all over the world. Rise in global demand for Indian ethnic wear is evident from the increase in number of exporters of Indian traditional wear. Market reports also state that the salwar kameez market is growing faster compared to the market for western clothing with tier II and III cities presenting ample opportunities.
In India, the woman’s ethnic wear industry is highly competitive. With ever-changing demand and preferences, this industry holds a lot of potential for different brands and designers. Not only ladies suits manufacturers but the number of exporters of salwar kameez has also increased.
As a country, India still remains traditional at heart and this is why ethnic wear is still famous compared to western wear. Majority of women love wearing a salwar suit at home or office. Even for special occasions, they prefer a designer salwar kameez or sari rather than a stylish gown. However, the demand for indo-western gowns is also increasing. Women are choosing to wear an indo-western gown for their reception party or cocktail party rather than a lehenga.
Ethnic high fashion garments in India are getting a modern avatar because designers are merging traditional designs with modern cuts. Kurtis don a western look nowadays. You can see women wearing kurtis with cigarette pants. Many are even seen wearing anarkali kurtis with a short or long cape. Layering is in and designers are experimenting with fabrics too.
Traditional wear, especially embroidered salwar suits are not just popular in India but also across the globe. Even westerners prefer wearing traditional Indian clothing when attending Diwali parties or Indian wedding parties. Since modern fashion designers are blending Indian designs with modern patterns and cuts, appeal of the traditional ethnic wear has gone up considerably.