Ethnic wear brand Desi Belle introduced fresh designs and colors in its Spring /Summer ’20 collection. “The new collection offers fusion and luxury wear for the middle and upper classes,” notes Kewalchand P Jain, Chairman and Managing Director of Kewal Kiran Clothing that owns the brand.
Steady market growth offers multiple opportunities
Desi Belle was acquired by Kewal Kiran Clothing in October 2018 from ResourceWorld Exim. Now, the plan is to introduce new designs and products in the next two quarters. “The women’s wear market is different from men’s wear as women are more fashion-conscious and quickly adapt to the next fashion trend in the market. To cater to their needs, we have to always be on our toes and introduce new trends,” says Jain.
The women’s wear segment is witnessing a steady growth of 11 per cent with the branded apparel market growing at 20 per cent and overall apparel market growing at 40 per cent worldwide. “The market offers a Rs 1 trillion opportunity for players in the segment,” Jain opines.
Fashion moves to smaller cities
Fashion generally travels from metros to Tier II and III cities. However, this gap is narrowing with new trends emerging in mini-metros and small towns due to the penetration of internet and access to data. “Tier II and III cities are witnessing an increase in demand for women’s wear, be it formal, ethnic, chic or semi-formal clothes. The North Indian market specifically has a huge demand for kurtis, tunics, salwar kameez and denim while the metros are more tilted towards dresses, kurtis and tops,” explains Jain.
Indian women’s wear market is dynamic in terms of fashion. We aim to make good strides in the next three years. Sales from Desi Belle alone are expected to reach Rs 250 crore in the next five years.