The demand for traditional men’s wedding attire is experiencing a significant uptick, with sales of sherwanis and other ethnic clothing rising by 25% over the past three years. This surge has sparked fierce competition among major players like Aditya Birla Fashion, Vedant Fashions, and Raymond, leading to an aggressive expansion in the wedding-wear sector.
Sherwanis are particularly popular, accounting for 25% of overall ethnic wear sales. Brands like Tasva have seen their business double, with designs such as the ‘angrakha’ silhouette gaining substantial traction among consumers.
To meet this demand, there has been a rapid increase in the number of retail outlets. Aditya Birla Fashion’s Tasva and Raymond’s Ethnix alone have added approximately 183 stores over the past two years, while Vedant Fashions, known as Manyavar, has expanded with 94 new stores. Looking ahead, these brands plan to add around 300 more stores in the next two years.
The success of Vedant Fashions has spurred other players to enhance their offerings. Aditya Birla Fashion introduced Tasva in collaboration with fashion designer Tarun Tahiliani in FY22, while Raymond launched Ethnix in FY19, subsequently expanding their operations significantly.
Vedant Modi, Chief Revenue Officer at Vedant Fashions, confirms this trend, noting a 20-25% growth in sales of men’s wedding wear over the past three years. This growth underscores the significant role weddings play in driving demand for ethnic wear, with consumers increasingly opting for premium products like the luxury brand Twamev.
Despite a setback due to the pandemic, the Indian men’s apparel market has rebounded strongly and is projected to grow at a CAGR of 18% over the next four years. This growth is driven by factors such as a growing middle class, increasing discretionary spending, and evolving consumer demographics.
As customers become more discerning and knowledgeable about Indian attire, brands are focusing on meaningful designs and prioritizing comfort alongside luxury. This shift has made high-quality ethnic wear more accessible to a broader audience.
In addition to sherwanis, other popular items include kurtas and kurta sets, with brands capitalizing 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.
