Ethnic wear has been and continues to be prominent
Started with a mission to bring the world’s best ethnic designs to people’s doorstep, India-based Mirraw offers handpicked designs in ethnic jewellery, apparels, accessories and more. Extremely focused on Indian ethnic wear, Mirraw has a great fan following in India, US and Europe. In an interview with Fibre2Fashion, Mirraw Director Shailesh Jain discusses ethnic wear market in India.
Do you think ethnic wear as a category has been revived?
We believe ethnic wear has been and continues to be prominent. Of course, approaches and styles vary by generation, but ethnic wear as a category does not need to be revived. Revival refers to something that has lost its appeal. Currently, our Indian Ethnic category has been represented all around the globe and at very prestigious events.
What according to you are some of the major factors responsible for the renewed interest and demand?
Many people, we believe, have begun to embrace Indian culture and heritage and are seeking ways to express it through their outfit choices. One of the major factors in the demand is the fact that well-known celebrities have started wearing ethnic wear on and off the red carpet in the past few years, which has enhanced the exposure and prominence of Indian attire.
Which are your major markets in India and abroad?
When it comes to the market, we truly think that there shouldn’t be any barriers. Both the Indian and non-Indian markets are equally targeted.
What are the top performing product categories in menswear and womenswear in the Indian and international markets?
We strongly believe, in Indian ethnic wear, the bestseller product categories have their own charm. Indian cultural apparel comes in a variety of styles and categories. There is something for everyone, from classic sarees and lehengas to contemporary fusion wear for women, while kurta, sherwani, and nehru jackets are top categories for men. Overall, Indian ethnic wear resonates to people of all ages and cultures worldwide.
How many brands are listed on Mirraw till date?
Currently, we have over 1,000 plus brands listed on our website. Also, we have our exclusive Luxe
category that appeals to opulent shoppers.
What is the USP of Mirraw?
We are a proud homegrown brand that provides over 5 lakh plus products and round-the-clock customer service. We strongly believe in providing good value for money, and what sets us apart is the customisation options that we offer to both domestic and international customers. We offer our customers a broad selection of well handpicked products, and authenticity.
What are some of the major market trends when it comes to buying ethnic wear online?
A rising demand for all traditionally distinctive designs and fabrics is one of the main trends in the ethnic wear market. The digital presence of marketplaces has made it easier for customers to find and purchase homegrown ethnic wear outfits. We believe that providing customisation options based on customer needs is an essential component of this.
As an e-commerce brand, what are your expectations from the upcoming India Budget 2023-24?
We are hopeful that the government will reduce the present GST rates for ready-to-wear items that cost more than ₹1,000 from the current 12.5 per cent to 5 per cent.
Secondly, when options are exercised, the ESOPs are prematurely taxed under current laws. Only when an employee has reaped the benefits of an ESOP should he or she be taxed. Taxation needs to be based on actual gains, not hypothetical ones.
What is next in pipeline for Mirraw?
We recently launched Mirrawluxe, a luxury segment of Indian ethnic wear where all premium Indian designers showcase their exquisite collections.
Published on: 30/01/2023
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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