In the e-commerce space, the contribution of these items – Kurta Kurtis, Lehengas, Salwar Suits & Sarees are the largest contributors to online sales and together contribute 83% of online women's ethnic wear sales.
In our earlier blog, when we analyse the transaction behavior across Tiers; it is clear that the more pragmatic choice of Kurtas and Kurtis are preferred in Tier 1. One main reason for this trend is that there is higher participation of women in the workforce in Tier 1 cities; hence they need easy to maintain, wash, and comfortable types of garments. However when we see the platform market share for Kurtas and Kurtis – We see that Meesho who is predominantly thought of as a Tier 2 & Tier 3 has a very high share of 41% – which means that it has been able to make inroads with some Tier 1 customers also. Ajio is another significant player in the Kurta & Kurtis subsegment and it is way ahead of other more established competition like Myntra, Flipkart & Amazon.
Sarees are more elegant but also difficult to maintain and are not a choice for daily work wear for many, thus seeing more sales in Tier 2 & 3 vs Tier 1. And understandably so, the well-entrenched players on Tier 2 & 3 – Meesho and Flipkart are dominating the Sarees subsegment with more than 85% share amongst both of them.
The market size of women's ethnic wear across India in the financial year 2020 was approximately 17 billion U.S. dollars, so it is a huge market for branded players to develop and scale up using standardization and mass production techniques.
Additionally, these insights can help brands and platforms like Ajio, Meesho, Myntra, Amazon & Flipkart to manage their product mix in a far better way, by optimizing price and branded goods listings for different cities.
Consumer behavior data is crucial to know and should get baked into the strategy for efficient execution. This can be done effectively by using Vumonic’s behavioral data for eCommerce for many different categories.
Vumonic Datalabs is a global consumer intelligence platform. We provide high-quality, deterministically linked, large structured data that can be used to derive deep consumer, business, and market insights. Our proprietary data pipelines deliver unbiased actual transaction data collected in a privacy and secure manner via large global panels.