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India's ethnic wear market is undergoing a significant transformation, moving away from its traditional roots dominated by family-run boutiques and legacy craft houses. Today, it is a dynamic space filled with new-age labels, digital-first brands, and ambitious regional players seeking to capture a wider audience across the country. As consumer preferences shift from traditional craftsmanship and authenticity to modern aesthetics and omnichannel access, brands are recalibrating their strategies to remain relevant in this evolving landscape.

Leading the charge are established names like Soch, Fabindia, and Mysore Saree Udyog (MSU), which are demonstrating that a combination of sharp positioning, deep-rooted craftsmanship, and technological innovation in retail can drive long-term growth.

Staying Relevant in a Crowded Market

As competition intensifies, brands are focusing on their unique value propositions. For Soch, this differentiation transcends product design and extends into storytelling. Vinay Chatlani, Co-Founder & CEO of Soch Apparels, explains, “Our storytelling — through campaigns that celebrate women, culture, and craft — further differentiates us. Each collection is thoughtfully curated to reflect India’s diverse heritage while staying relevant to evolving fashion sensibilities.”

Meanwhile, heritage-driven brands like Fabindia and MSU anchor their identities in authentic craftsmanship and long-standing relationships with artisan communities. “While the ethnic wear space has become crowded with trend-driven and craft-inspired labels, we stay rooted in genuine craft and long-standing partnerships with artisan communities across India. Our products are not interpretations of heritage; they are crafted in their purest form, using traditional techniques sustained over decades,” asserts Sumit Arora, President – Apparel at Fabindia.

MSU’s approach emphasizes trust, pricing transparency, and consistency. Kamlesh Talera, Founder of Mysore Saree Udyog, adds, “The focus remains unchanged: offer exceptional products, fair prices, and a seamless experience. A 20-year price-match guarantee reflects our promise of honesty and value.”

The Omnichannel Shift

Despite the rapid adoption of e-commerce in India, ethnic wear remains an emotionally driven category where the tactile experience significantly influences purchase decisions. Currently, Soch's offline channel contributes approximately 80 percent of its overall revenue. Chatlani notes, “95 percent of customers prefer visiting a store and physically seeing the product. Only 5 percent buy online.”

While brick-and-mortar stores are crucial, brands are increasingly investing in digital commerce to create seamless omnichannel journeys. “Although the online segment has historically been smaller, it is experiencing exponential growth, with a projected 60–70 percent growth in online sales this year, driven by increasing digital adoption and our omnichannel initiatives,” says Chatlani. Fabindia shares a similar vision, focusing on more experiential formats and strengthening digital platforms to ensure a consistent brand experience. Arora explains, “We are building more experiential formats and investing in digital commerce to reflect an omnichannel world.”

With rising demand in tier II and III markets, brands are strategically planning domestic expansions. Soch plans to add 20–25 new stores annually, while MSU’s initial expansion phase is concentrated in South India. Talera reveals, “The first and second phases would definitely be more southern, and then we may go further up North.” Fabindia is balancing company-owned stores with a bolstered franchise model to reach customers effectively.

Taking Indian Craft Global

As interest in Indian ethnic wear grows globally, brands are exploring international markets. Soch recently launched its first three stores in Malaysia and is eyeing locations in Singapore and Dubai. Chatlani states, “We are exploring additional locations across Singapore and Dubai in the near future.” Fabindia is also on a growth trajectory, aiming for markets that appreciate Indian craftsmanship. “We continue to operate select international locations and explore opportunities in markets that have an affinity for Indian craftsmanship and culture,” shares Arora.

MSU’s expansion is driven organically through its customer base, which spans regions like America, the UK, Australia, and Dubai, showcasing a global appreciation for authentic Indian ethnic wear. Talera highlights, “We have customers from various parts of the world, and we have a lot of repeat customers.”

Amid this global interest, the emphasis remains on craftsmanship and sustainability. Chatlani notes, “Our collections blend heritage and contemporary design, each telling its own story.” Fabindia and MSU are committed to maintaining the authenticity of their products while embracing modern trends and sustainable practices.

As the Indian ethnic wear market continues to evolve, brands are positioning themselves not only as purveyors of traditional garments but as holistic lifestyle brands, expanding into various categories to meet diverse consumer needs. “The goal is to build Soch as a holistic ethnic lifestyle brand that caters to diverse wardrobe needs—from everyday elegance to grand celebrations,” Chatlani states. With a robust market outlook and a focus on responsible scaling, these brands aim to bring genuine Indian craft to a broader audience.