IMPRESSIONS from a Cross-section

Sector Pulse
Rahuul Jashnani
Rahuul Jashnani
Managing Director

‘Online economy has changed the whole dynamics of buying habits.’

Company Details

Business Area:
Women's ethnicwear


What is the size of the ethnicwear vertical in India? How are Indian consumers responding to buying ethnic wear online? Which regions in physical stores and which categories in the segment sell best?

Women are our primary shoppers. The women's segments are top sellers and we actively focus on changing trends and designs in this segment.

The women's segment currently accounts for 87 per cent of total ethnicwear or indutvas market at INR 54,425 crore (US$ 10.26 billion). This segment is expected to grow further by 8.4 per cent over the next decade from the present INR 61,679 crore ($11.63 billion).

Convenience of the customer is the key here and the online economy has changed the whole dynamics of buying habits. Jashn is present on Jabong, Myntra, Snapdeal, Amazon and Flipkart and our own online site. The only challenge in the online sector is that the apparel category is very touch-and-feel, where consumers prefer to check the product before investing. 

Modern retail, especially large format retailers are ramping up expansion plans across Tier I and Tier II cities. We have a good footfall in Tier I and Tier II cities both through EBOs and large formats. The demand for ethnicwear is large even within these cities and this demand frequently drives small town consumers to big cities for their shopping requirements.

Some of our best products have been anarkali suits, bridal wear and ethnic jackets. In terms of fabric, zardozi and sheer have been in demand. Other bestsellers in our collection which have set trends were our bright, beautiful prints, zari embroidery and metallic hues. 

Published on: 06/04/2016

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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