Over the past three years, there has been a 25 per cent increase in sales of men’s traditional wedding apparel, which includes sherwanis, said a report from Technopak. The wedding-wear market is becoming more competitive as a result of the growing demand, and established firms like Raymond, Aditya Birla Fashion, and Vedant Fashions are growing quickly.
“Sherwanis have emerged as a standout category, accounting for over a quarter of all sales. Over the past year, Tasva has seen its business double. Notably, the ‘angrakha’ silhouette has garnered substantial popularity among our customers, contributing significantly to this growth trend,” said Ashish Mukul, brand head at Tasva.
This is mostly due to the nation’s fast retail expansion as well as the emergence of distinctive styles catered to consumer tastes.
In the past two years, Aditya Birla Fashion, which sells Tasva, and Ethnix of Raymond have opened over 183 outlets apiece, with Vedant Fashions, better known as Manyavar, adding about 94 stores. I-Sec forecasts that these two businesses will likely add roughly 300 locations over the next two years.
According to the research, Vedant Fashions’ listing success has increased rivalry from other branded competitors in the wedding-wear market. While Raymond released Ethnix in FY ’19, Aditya Birla Fashion introduced Tasva in FY ’22 in collaboration with fashion designer Tarun Tahilani. However, Raymond began to scale up rapidly in FY ’22.