“Every woman wants to look stylish and attractive,” says Sanjeev Aggarwal, CEO of the ethnicwear brand Rangriti. “She continuously searches for new mediums to keep themselves up to date with all the upcoming trends,” he adds. The brand has recently introduced new styles of kurtis and indie tops with printed, solid and yarn dyed fabrics. “Nowadays, there are different kinds of cuts and styles in trend such as straight, flared, kalidar, A- line and asymmetric. Each of these cuts add a sense of uniqueness to every collection. This time, we decided to adopt a mix of coral, dark blue and off-white colors to blend the summer and monsoon seasons,” adds Aggarwal.
Rangriti addresses the value fashion segment. “We cater to the premium segment by launching specific collections for them especially during the festive season. Our active collaboration with bloggers and influencers also helps us to increase our followers base and fan engagement on social media. However, we still need to work a lot on our social media engagements in order to strengthen our base,” adds Aggarwal.
Upcoming trends influence women’s ethnicwear market
The women’s ethnicwear market has been constantly influenced by the upcoming trends. Growth in this segment has been precise and steady with change in lifestyle, and increasing fashion awareness being the major growth drivers. As a recent study reveals, the ethic wear market, currently pegged at over Rs 82,200 crore, is expected to rise to Rs 126,210 crore in 2019. “The need to look fashionable and uptodate drives women towards westernwear. However, ethnic wear has not yet lost its touch,” says Aggarwal. “No matter, how much a woman gets modernised, she never forgets her roots. Western wear might make a woman look fashionable, ethnic wear adds grace and ethnicity to her personality,” he adds.
Feminine cuts and shades to counter challenge by westernwear
According to Aggarwal, a constant challenge that ethnic wear segments go through is the increase in demand for western wear in the market. People are more attracted towards western clothing than towards ethnic. “To overcome this challenge, we continuously try to come up with wide varieties of beautiful and designer ethnic collections that blend the feminine cuts and shades in a perfectly graceful and trendy manner,” he further states. Aggarwal views the Indian ethnicwear market as an overcrowded space. “Various local and regional brands of same category that exist confuse customers in choosing the most suitable amongst them” However, Rangriti remains unfazed as the brand has dynamic plans for its future. The brand plans to open 10-15 stores every quarter. “We want to be present in every location where we see opportunity and a hunger for fashion,” adds Aggarwal.