IMPRESSIONS from a Cross-section

Sector Pulse
Yash Agarwal
Yash Agarwal
Hitansh Online

Every market region has its own culture and trends


What is trending in ethnicwear segment in the domestic and international market? Have you seen any major changes in this sector? What are the challenges faced by this sector? What are your future aspirations?

Every market region has its own culture and trends. In terms of saris, salwar-kameez, dress materials, lehengas, and kurtis, all categories are faring well, and the core competence lies in providing best quality products at reasonable prices. If I have to be specific then salwar-kameez in both India and markets abroad is doing well. 

In terms of trends, yes of course, sari is a traditional ethnicwear category for Indian women, but now trends are changing rapidly towards salwar kameez. Everyday new fashion or new patterns are coming in the market, and in the last few years salwar kameez and kurtis have dominated the e-retailing market. Also, there has been a major price fluctuation in the last two years, as we all know online market is growing day-by-day and price plays an important role in this market.

Since Hitansh Online is one of the brands of the Hitansh Group of companies; thus Hitansh Online is purely a B2B division. We started Hitansh Online keeping in mind retailers and boutique owners in India and abroad, who generally deal in bulk but also do so in small quantities. We started to deliver singles too at very cheap rates so that they could explore their business without keeping stocks in hand. For this model, now we have more than thousands of retailers and boutique customers. Initially, one big challenge was to gain the trust of retailers and boutique owners; but our service and quality products make it very easy to make us a brand in the online segment.

But the three big challenges in e-retailing, particularly in wholesale, are the issue of replica products, cash on delivery (COD) facility and business terms like credit. For replicas, we educate our customers to buy quality products and we do share physical images to differentiate the original and replica products. For COD, facility plays an important role in the e-commerce business. When we talk about COD for bulk, orders seem a little bit difficult. But we are working on it and definitely will start the COD service soon for our valued clients. Business terms like credit facility is a big challenge in the wholesale and retail business, but we have fixed payment conditions so that only genuine customers work under our roof.

Since we are an online market; there are no boundaries for our customers. There is no pre-defined size of retailers; anyone can buy a single catalogue from our website irrespective of the number of pieces in the catalogue. Our motto is to provide a full catalogue at company rates and even it through good discounted rates. 

As the fashion industry is very dynamic. No one knows which style or pattern booms suddenly in the market and will become the customer's choice. Nowadays the 'old is gold' concept is working in the fashion industry. Initially, the popular concept in the Surat market was same design in four different colours. Then it turned towards the catalogue concept, and now hit designs in catalogue are coming in four different colours. So now it's trending towards the old concept. The floral prints on Bhagalpuri fabrics is the most in demand in the category of salwar-kameez and lehengas.  During the monsoon and winter, apparels in pashmina fabric will be in huge demand. 

I aspire to be easily available to the all well-known and also lesser known brand catalogues to each and every wholesaler/ retailer/boutique owner in each and every corner of the world at just a click in the coming years. I also wish to promote and present less known brands, which make quality products, but have less reach in the market. And, make Hitansh Online a reliable trade partner.

Yes. In India now we are mainly targeting wholesalers from all the regions. Hitansh Online will work as a reliable sourcing partner for our valuable clients abroad as we plan to commercialise our website in the US, UK, Malaysia and Gulf countries.

Published on: 05/10/2016

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

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