As the festive season approaches, India’s fashion landscape is abuzz with excitement, with brands gearing up to meet the demands of shoppers who seek style, tradition, and innovation. The festive season isn’t just about sales; it’s a celebration of culture, family, and personal expression. This year, leading fashion brands have focused on creating collections and customer experiences that align with this sentiment, blending opulence with accessibility, and tradition with contemporary trends.
Ethnic wear brands are gearing up to capture the spirit of celebration with exciting collections and innovative strategies. From enhancing online platforms to integrating omnichannel experiences, brands are redefining how consumers engage with their products.
Design Inspired by Tradition and Trends
Across the board, designers are delving into their heritage while incorporating modern twists, creating collections that appeal to the contemporary Indian shopper. Many brands have embraced the ethos that the festive season is an opportunity for individuals to shine, not just in their personal celebrations but through the outfits they choose.
Whether it’s Lakshita’s Bollywood-inspired „Sitarey“ collection or Saundh’s expansion into bespoke bridal wear and day-to-night separates, the focus is on offering diverse, versatile options. „Every woman is the star of her own story,“ said Sachin Kharbanda, MD and Co-Founder of Lakshita. „From design to customer engagement, we’ve meticulously planned every detail to create an extraordinary festive experience.“
Saundh, on the other hand, is debuting two new verticals—Rozana, a versatile collection of mix-and-match separates, and Khaas, its bespoke bridal line. „We’ve consciously moved away from discount-driven promotions and focused on elevating the shopping experience,“ stated Sarabjeet Saluja, Founder of Saundh, who aims to redefine bridal and festive wear.
KALKI Fashion has also infused creativity into its new collections, experimenting with fusion styles such as men’s kurta sets with cowl drapes and ruffled, pre-pleated sarees, designed to blend modern aesthetics with traditional charm. „Our team is experimenting with various designs, embroideries, and innovative silhouettes to redefine traditional styles,“ asserted Nishit Gupta, Co-Founder and Director of KALKI Fashion.
At Libas, the emphasis is on blending tradition with the needs of the modern Indian woman. „We’re launching our Festive Winter Collection, which captures the spirit of celebrations from grand events to intimate gatherings,“ added Sidhant Keshwani, Founder and CEO of Libas. Libas, with its brand ambassador Kiara Advani, has built collections that speak to younger audiences while maintaining deep roots in Indian heritage. With technology playing a key role, the brand is using AI-driven insights to tailor its offerings based on regional and market-specific preferences.
Elevating Customer Experience
While the designs are crucial, brands understand that customer experience is equally essential in building lasting connections, especially during the festive season. A personalized touch is becoming the norm, with many companies introducing innovative ways to engage with customers.
At Lakshita, omnichannel integration is at the forefront of customer service, providing a seamless shopping experience across online and offline platforms. The brand also offers lifetime free alterations on any garment, regardless of the date or place of purchase, demonstrating its commitment to long-term customer satisfaction. To enhance in-store engagement, the brand has expanded its staff and rolled out aggressive 360-degree marketing campaigns, ensuring its festive message reaches every potential customer touchpoint.
Similarly, Saundh has shifted its focus from traditional sales strategies to customer experience-centric offers. Rather than relying on discounts, Saundh has introduced exclusive collection previews and personalized shopping services to celebrate its fifth anniversary. „We leverage Instagram as our primary platform to connect with our audience,“ explained Sarabjeet Saluja, emphasizing the importance of digital engagement.
KALKI Fashion is offering customers personalized shopping assistance, with stylists available around the clock through a video shopping experience. The brand is also allowing customers to customize select pieces to make their festive attire truly unique. Gupta emphasized the significance of this strategy, saying, „Our KALKI expert stylists provide fashion advice, helping shoppers craft their perfect festive looks.“
Libas, on the other hand, has gone a step further by tailoring its collections and promotions using regional insights, ensuring that every customer’s interaction with the brand feels personal and relevant. „We are expanding our collections and targeting promotions at specific markets to engage deeply with our audience,“ Keshwani says.
A Focus on Inventory & Supply Chain Efficiency
To meet the surge in demand during the festive season, brands have made significant investments in optimizing their inventory and supply chains. Using technology, including AI and data analytics, companies are ensuring they have the right products available at the right time and place.
Navision has become a cornerstone of Lakshita’s inventory planning process, helping the brand balance stock levels across all its sales channels. Kharbanda explained that by involving both store managers and business partners in inventory planning, they have been able to ensure that each store is fully prepared for the festive rush, avoiding stockouts and keeping fresh arrivals in constant rotation.
For Saundh, inventory planning is tiered based on store performance. Stores are divided into three grades, with A-grade locations getting first preference and more stock. „We refresh inventory twice a week, ensuring a steady supply of key styles while preventing overstock,“ said Saluja, ensuring that fast-moving products remain available while underperforming items are swiftly updated.
Libas has also significantly ramped up its inventory management, projecting a 30-40 percent growth compared to last year. By leveraging AI-driven insights, the brand can quickly refresh and rotate stock, minimizing the risk of stockouts while keeping offerings updated. „This real-time data helps us adjust our merchandising strategy, ensuring that fast-moving products remain available while underperforming items are swiftly updated,“ noted Keshwani.
Leveraging Online Platforms for Enhanced Shopping Experiences
As consumers increasingly turn to online platforms, brands are innovating to ensure an immersive and engaging shopping experience. For instance, Lakshita is set to enhance its customer experience with a range of new features. The introduction of same-day and next-day delivery options aims to provide added convenience, allowing customers to receive their purchases quickly. The brand’s focus on customer satisfaction extends to its loyalty programs, which are being integrated with an omnichannel system for more efficient rewards. Additionally, the launch of gift cards simplifies exchanges, while extended customer care hours until 11 PM cater to shoppers‘ needs. The brand’s commitment to a seamless shopping experience is exemplified by its new one-step checkout system, which aims to streamline the purchasing process.
Sarabjeet Saluja, Founder of Saundh, emphasized the importance of social platforms for driving engagement through curated content. Enhancing the online shopping experience, the brand focuses on visual storytelling, user-friendly navigation, and relevant recommendations to ensure a smooth checkout process.
KALKI Fashion, too, is enhancing its online presence with a curated collection that includes 24-hour dispatch options, a pre-pleating feature for sarees, and made-to-order selections. This thoughtful approach aims to make shopping seamless and enjoyable for customers, addressing their diverse needs during the festive season.
Libas is committed to improving the online shopping experience with an intuitive website layout, high-quality images, and detailed product descriptions. Their streamlined checkout process, personalized recommendations, and easy return policy aim to instill confidence in shoppers, making the purchasing journey both convenient and enjoyable.
Omnichannel Strategy
A successful omnichannel strategy is crucial for ethnic wear brands as they navigate the festive shopping surge. Lakshita is integrating the “Omuni” tool to create a cohesive brand experience across all sales channels. This system will provide customers with an endless aisle, minimizing lost sales and ensuring that they can access the best options, whether shopping online or in-store.
Sarabjeet Saluja highlighted the importance of bridging online and offline sales through social media. By allowing customers to discover products on Instagram, engage with queries directly on the platform, and complete purchases online, Saundh is creating a seamless shopping journey that enhances consumer engagement.
As Keshwani noted, the integration of platforms is pivotal for managing increased demand during the festive season. With plans to open over 200 stores in the next two years, Libas is leveraging technology and data analytics to predict demand accurately, ensuring customers have a smooth shopping experience both online and offline. This approach not only enhances convenience but also drives engagement across all touchpoints.
Sales Projections
The anticipation for this festive season is palpable, with brands projecting substantial growth compared to previous years. Lakshita expects a remarkable 96 percent increase in sales, driven by the popularity of its „Sitarey“ collection.
Saundh, with its new collections like Saundh Rozana and Saundh Khaas, anticipates a 50 percent growth compared to last season. The brand’s continuous innovation and engagement strategies are set to attract a broad customer base during this vibrant period.
Libas acknowledges the slowdown in mass consumption across the industry over the past six months, yet remains optimistic. Initially targeting a 20-25 percent growth, the brand has adjusted its projections to a remarkable 30-40 percent increase, buoyed by recovering online and offline demand.
Bestselling Categories
The festive season brings unique consumer preferences, with each brand offering distinctive bestselling categories. Lakshita anticipates that its „Sitarey“ collection, particularly kurta sets, SKDs (3-piece sets), and Indo-western ensembles, will be top sellers. With an average price range of Rs 4,000- 5,000, these items balance premium quality with affordability.
Saundh’s bestselling categories include classic kurta sets, unstitched sets, and sarees, with average price points between Rs 7,000 and Rs 15,000. This strategic pricing reflects the brand’s commitment to quality while catering to a wide range of shoppers.
KALKI Fashion predicts lehengas and ethnic ensembles to be bestsellers, appealing to both mid-range and premium customers. The brand’s festive sale section offers select outfits at discounted rates, attracting budget-conscious shoppers while still showcasing the latest trends and limited editions.
Libas expects kurta sets to drive 60-70 percent of overall sales, with a strong demand for kurtis, co-ords, and lehengas. This diverse range resonates well with consumers, highlighting the versatility of ethnic wear across various occasions. The average selling price aligns with the brand’s positioning as a mass premium label, offering stylish ethnic wear at accessible price points.
Identifying Growth Drivers
As brands strategize for the festive season, understanding key growth drivers is essential. Lakshita identifies North India and East regions as central to its expansion strategy, anticipating strong demand. Additionally, the brand’s recent expansion into Nepal is expected to yield positive responses during the festive period.
KALKI Fashion looks to capitalize on new store locations, particularly in Hyderabad, Bengaluru, and Indore. These markets are poised for significant growth as the brand expands its reach across India.
Libas focuses on both Tier I metro cities and emerging Tier II regions as growth markets. Major cities like Delhi NCR, Bangalore, and Mumbai are expected to contribute significantly to sales, driven by high purchasing power and demand for premium ethnic wear. In Tier II, cities like Lucknow, Kolkata, and Jaipur are emerging as crucial growth hubs, reflecting evolving consumer preferences.
As ethnic wear brands prepare for the festive season, their innovative strategies, focus on customer engagement, and commitment to quality set the stage for a successful period. By leveraging online platforms, integrating sales channels, and identifying growth drivers, these brands are not just responding to consumer demand but are also shaping the future of ethnic wear shopping.