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Women account for 65% of purchases in the women’s ethnic segment, while men dominate the men’s ethnic category.
| Photo Credit:
Dado Ruvic/Reuters
Flipkart fashion’s ethnic wear category has reached 6 million customers this past year, with almost 90 per cent of sales driven by repeat buyers. Demographic data shows that the brand’s core audience is young, with ethnic wear buyers aged between 25 and 35.
The ‘everyday’ ethnic wear category is also witnessing growth across cities like Bangalore, New Delhi, Kolkata, Hyderabad, Patna, Lucknow, Chennai, Pune, Mumbai, and Guwahati, which are emerging as key demand centres for non-festive ethnic fashion.
Customer behaviour insights reveal that women shoppers make 65 per cent of purchases in the women’s ethnic segment, while in men’s ethnic wear, 88 per cent of transactions are driven by male shoppers. This category is also experiencing significant momentum in Tier 3 and smaller towns, which account for 55% of overall shopper volume.
Speaking about the segment, Kunal Gupta – Vice President, Flipkart Fashion said, “Ethnic fashion has emerged as a key gateway for new shoppers, particularly from Tier 2 and Tier 3 cities, where traditional style requirements meet the convenience of online shopping. This segment is not only driving a significant share of new customer acquisition but also reflecting the deep cultural preferences of our diverse consumer base.”
The Indian ethnic wear market was valued at approximately USD 197.2 billion in 2024 and is projected to grow to USD 558.5 billion by 2033, according to recent reports.
In terms of style trends over the past year, kurtas led demand at 42 per cent, followed by sarees at 24 per cent and kurtis at 18 per cent. Specific styles saw exponential growth: Anarkali suits surged 45X, Chikankari kurtas 40X, and ready-to-wear sarees 3X in May 2025 compared to the previous year.
(With inputs from bl intern Nethra Sailesh)
Published on May 21, 2025
This article first appeared on The Hindu Business Line
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