Demand for men’s traditional wedding wear is on the rise with the sales of sherwanis and other ethnic attire escalating by 25 per cent over the past three years. Sparking an intense competition amongst key players such as Aditya Birla Fashion, Vedant Fashions and Raymond, this trend is leading to an aggressive expansion in the wedding-wear segment.
Sherwanis, in particular are emerging as the most popular category with 25 per cent of the overall ethnic wear sales. Brands like Tasva have experienced a doubling of their business, with designs like the 'angrakha' silhouette gaining substantial popularity among consumers.
The competition has led to a rapid increase in retail outlets, with Aditya Birla Fashion's Tasva and Raymond's Ethnix alone adding approximately 183 stores over the past two years. Vedant Fashions, known as Manyavar, has also expanded with 94 new stores. Looking ahead, these brands are expected to add around 300 more stores in the next two years.
The success of Vedant Fashions in the market has intensified competition, prompting other players to scale up their offerings. Aditya Birla Fashion launched Tasva in collaboration with fashion designer Tarun Tahiliani in FY22, while Raymond introduced Ethnix in FY19, ramping up their operations significantly thereafter.
Vedant Modi, Chief Revenue Officer, Vedant Fashions, confirms the trend, citing a 20-25 per cent growth in sales of men's wedding wear over the past three years. This growth underscores the pivotal role weddings play in driving demand for ethnic wear, with consumers increasingly opting for premium products like the luxury brand Twamev.
Despite a contraction due to the pandemic, the Indian men's apparel market has bounced back strongly, projected to grow at a CAGR of 18 per cent over the next four years. This growth is fueled by factors such as an expanding middle class, rising discretionary spending, and evolving consumer demographics.
With customers becoming more discerning and informed about Indian attire, brands are focusing on meaningful designs and prioritising comfort alongside luxury. This shift has made high-quality ethnic wear more accessible to a wider audience.
Aside from sherwanis, other popular items include kurtas and kurta sets, with brands capitalising on this demand through expanded networks and competitive offerings. Despite the rise of online shopping, physical stores remain the primary channel for sales, capturing the majority of the market share.
