The sari named "VivahPatu" entered the Guinness Book of world record as the world's costliestsari last year. It contained 11 paintings which were once made by Iconic Indianartist Raja Ravi Verma. The embroidery was made from real gold threads and usedstones like diamond, emerald, ruby, yellow sapphire, topaz, pearl and coral.The sari was hand woven using double warp by 36 handloom workers atKancheepuram. It weighs 8kg and was completed in 12 months costing INR 40lakhs.
This sari is a masterpiece and aclassic illustration of modern ethnic design inspired from the bygone eras.Likewise the creative fashion designers of 21st century are in a lookout forethnic designs that is adjacent to our cultural roots and recall our gloriouspast.
Every Indian region's ethnic wearcomes in vibrant colours, pattern and designs. Attire like Sari or thesalwar-kameez allows to experiment with colours, design, motifs and it is notonly restricted to the women's wear, men's wear including the kurta-pajama orsherwani are designed in artistic form. Every variety of attire is a hugemarket for ethnic wear.
The entry of brands infused afresh approach into ethnic wear and there is a lot of Liveliness' in thissegment. It can be said that the new "in-thing" in fashion area isethnic wear. Brands like Satya Paul, Ritu Kumar, W Women's Wear etc have beensuccessful in making their mark in Ethnic wear. Apart from these booming names,there are huge numbers of debut brands entering the Indian ethnic wearindustry. Ethnic wear occupies major part in wardrobe for Indians festivesprits and our Tradition is never out of fashion.
Ethnic wear as a market will postimpressive double-digit CAGR (Compound Annual growth rate) growth till end ofthis year. The market as a whole is expected to grow at a CAGR of eight percent to reach US$ 19,600 million by 2018. This segment comprises 74 per cent ofoverall women's apparel market with a market size of US$ 11,500 million. Theethnic kids wear segment is projected to grow at a CAGR of 10% for the next fewyears. Even within kids wear, girl's ethnic wear is enthralling and the marketis two and a half times the size of the boy's ethnic market. While the marketfor men, is expected to grow at a CAGR of 8.5%, and will largely be within thehigh fashion segment that is heavily guided by occasion based purchases.Manyavar India's most valued and dedicated men's ethnic wear brand has beenmore aggressive, adding nearly two stores every week on average, and clockingannual sales of 3.73 billion rupees last year.
E-commerce revolution is alsochanging the game. Consumers are able to purchase popular and branded ethnicwear from the comfort of their home. The growth story has further trickled thetier II and tier III cites. The population in smaller cities and towns now hasthe option of purchasing online instead of getting them tailored from localshops. The sales of Indian ethnic garments have shot up more than 70 per cent.More and more designers of ethnic garments are tapping into this thrivingmarket, especially in the metro cities. According to a company statement,Amazon India is offering over 12,000 styles in a variety of garments, likesaris and kurtas from more than 90 brands. The e-commerce giant Flipkart hasdiversified and initiated 'Flipkart Kaarigar ke Dwar' last year, an onlinestore dedicated to Banarasi saris. This is an effort to educate local Varanasiweavers about online shopping jargon and having e-market space to boost andexpand the Banarasi sari sales.
While silk sari retailers fromsouth are going the extra mile to please their tech savvy customers byorganizing Skype conference call and taking the shopping experience of heavyKanjeevaram wedding sari to the next level. They are ramping up their websites,offering an extensive range of saris and they also email high resolutionpictures of Kanjeevaram saris as per customer's need. Sari rank fourth amongstthe top sold products online. There is no doubt that India is a mine for sarisand different states offer special and unique saris to the audience.
Kurtis ranks fifth amongst the top traded products in the category. Online portals offer huge variety of kurtis for every Indian festivals and occasions. Indian ethnic wear for men, women and kids enjoys limelight for celebration and during this season online portals sales often tends to move up by 20 to 30 per cent.
Major chunk of demand for online shopping comes from Indian youth and the internet usage is rapidly increasing day by day. Younger generation usually prefers to dress up casually but for festive season they particularly dress up in trendy ethnic wear keeping up our traditional and cultural background.
Ethnic wear has not only captured the Indian market, but has also made its presence internationally. It is roughly said that 15-20 million NRIs and 40-100 million Indian on a global front are interested in dressing in Indian garments. Indian ethnic style is the popular trend in the United States and especially among the Hollywood celebrities. Indian TV serials and Bollywood help in branding and creating ethnic market overseas.
E-commerce enables Indian wear to create a niche market globally. Online Shopping Portals have helped the small and medium garments enterprises of India to go truly global. Indian fashion designers also contribute largely in taking our traditional wear global market. Manish Malhotra a popular Bollywood fashion designer is famous for high end dresses for both men and women in countries like Canada, USA, Dubai and Saudi Arabia.
Chikankari art from Lucknow is delicate and intricate embroidery and has demand from the countries like Europe, Canada, Middle East and African countries. Indian Chikankari stands ahead in terms of exquisite designs and patterns in international fairs and exhibition. Chikan work is not confined to Indian traditional Indian wear; it is available in huge collections of western outfits like top, pants and skirts. About 2500 entrepreneurs are engaged in manufacturing hand embroidery chikan garments and fabrics for sale in local, national and international markets.
Yet another Indian ethnic wear- kurtis has shown positive progress throughout the globe. Owners, exporters specialized in high fashion garments like Kurtis, tunics and kaftans claim to have grown more in their sales by 15 per cent due to overseas demand. In view of this positive shift in global demand for Indian wear, the Clothing Manufacturers' Association of India (CMAI) has projected the Indian apparel market to grow 13-15 per cent annually by 2020.