Demand for occasionwear and ethnic wear has perked up.

After two years of muted demand, fashion and apparel retailers hope to surpass the previous season’s sale numbers. Over 32 lakh weddings are expected in this season and consumers are celebrating festivals across India during the current quarter. Online sales too are expected to play an important role in aiding wedding sales. People are shopping at rates almost equal to the pre-Covid era and with offices opening, the wedding season, and festivals, the retail market is flying high. The Indian wear category for both men and women has witnessed an increased demand of almost 1.5 times over the last year. This shopping season has witnessed a traction in premium home-grown labels and curated merchandise.

Brands await the rush

The festive and wedding season has helped increase the customer base for brands like Manyavar, Kisah, Tasva, Libas, Varanga and House of Pataudi. TCNS Clothing which runs the brands W and Aurelia is catering to the rising consumer demand by opening more experiential stores in tier II and tier III cities.Fabindiahas seen continued demand for ethnic wear this wedding season. The brand has also seen a splurge in gifting and hence has launched a gift collection along with gift cards. Online fashion platform Myntra has also seen an uptick in Indian wear demand this season and is continuously adding more brands and styles to fulfil the growing demand.