Women Ethnic Wear Preferences by Tiers

Women’s wear is a difficult market in general as there are a lot of unbranded, custom-made requirements and preferences. Unlike Men’s fashion, the sizes and styles are a major driver of purchase in Women’s wear especially Ethnic wear.  

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.  

In the e-commerce space, the contribution of Women’s Western wear and Ethnic wear are the largest contributors to online sales both of these segments together contribute 80% of online women's fashion sales. 

When we analyze 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.

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.

These insights can help brands and platforms like Aji, Meesho, Myntra, amazon & Flipkart to manage their product mix in a far better way, by optimizing price and branded good 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.


Written by: Anupam Asthana

Date: 20 Sept 2022

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.