Myntra reports doubling of growth in ethnic wear category

Flipkart’s fashion arm Myntra has seen growth in its premium ethnic wear product category double over the past year, with the category proving especially popular in metros and Tier 1 cities. The business has onboarded over 50 brands in the segment to continue to expand its offering. 

Myntra reported that 60% of sales in its premium ethnic wear segment come from metros and Tier 1 cities, ET Online reported. The business expects high growth rates in the category to continue and will keep on onboarding brands to widen its selection of goods. 
 
The business’ End of Reason Sale flagship online sale event saw women’s ethnic wear emerge as a highly popular product category, the Economic Times reported. Men’s ethnic wear is also seeing sales growth and popular brands on Myntra include Tarun Tahiliani’s ready-to-wear brand Tasva and Manyavar among others. 

The trend of growth in Myntra’s ethnic wear segment is in line with wider industry trends. By 2025, India’s women’s ethnic wear market is expected to reach a value of $24 billion, ET Online reported. This indicates that the product category has ample potential for growth. 
 
Myntra’s premium ethnic wear category includes brands with prices starting from Rs 2,500. The e-commerce platform offers over 3.85 lakh styles in the category and over 1,000 brands.