The Indian market is undergoing a significant change in fashion with the increasing popularity of new items. The combination of the tastes of middle-class and international fashion leads to the evolution of the ethnic trend which spreads all over the world. Dhanaay is here to get you covered with the best deal in the market and curate the most fashionable ethnic wear for buyers.

The trend of ethnic wear had shifted from being just fabric-based tailored pieces to readymade garments designed on the basis of the needs of the customers. From stitched and half-stiched, the market travels a long distance and creates different evolution in the ethnic trend. Siddharth Bindra, the Managing Director at Biba comments on how “Ethnic wear is the most preferred outfit for women aged between 16-50 years. As the customers nowadays have certain fixed preferences in mind, it is important that they find what they are looking for when they step in the store.”

The rise in online business had led to significant growth of ethnic wear. With better communication and easily accessible samples, customers are free to deliver their ideas and customize their own fashion trends. Different brands starting from Biba, Fabindia, Myanmar and so on are able to proliferate due to their expansion in the online business. Dhanaay here comes to the rescue for business owners making it easier for them to file their GST returns and manage their finance while knowing well the tastes of their customers. Owing to the exposure created by social media, the youth of recent times are interested in the fusion wear trend for making it look more trendy. As the demand for western wear increases, so does the need for fusion. From Kurtas worn with jeans or pairing a shirt with a skirt to saris worn with crop tops, this trend goes a long way. The salwaars have transformed to pants and palazzos while kurtas are both knee length and asymmetrical flared ones with a casual and cozy look. Similarly, men’s fashion trend has evolved calling for experimentation with various fusions, different cuts and colours. Pairing jeans with sherwanis or opting for semi-sherwanis has become a major trend.

The increase in the e-commerce industry had given a lot of advantages to retailers and markets. Youths in this modern, hectic era prefer to shop online where discounts, accessibility and return policies play a huge role. It enables one to compare and contrast with the competitor’s brand and go for the right choice. This is how fashion reaches the smallest cities, take in their own set of traditions and fashion trend and mould them into something new. These are curated in the online websites of the largest brand as per the liking of the customers for making fashion trends close to their hands. Dhannay helps emerging fashion brands expand their sale and presence in well-known retail chains like Shopper Stop, Pantaloons, Lifestyle and so on.

Fashion in tier-II and tier-III cities are an emerging trend. People going for ethnic wear and not only the ones in the metro but equally distributed in the small cities. This becomes prominent in the festive season when numerous middle-aged girls from the towns make their presence prominent in the market. They are willing to experiment with innovative styles and cuts. This leads to the ever-changing style in the ethnic trend, making it more demanding. Be it Anarkali or readymade sarees, the evolution in the ethnic trend provides hard competition to international brands.

Dhannay, therefore significantly aids the e-commerce dealers to expand their fashion sites with adequate financial support and professional mentoring.

Anita Dongre, the chief executive officer comments “Women’s ethnic wear has a potential for further growth. Supporting our cultural and traditional heritage, the “ethnic era” is on the rise."