It’s not just Deepika Padukone’s act in the slice-of-life comedy film Piku that got thumbs up, but also her ‘ethnic meets modern’ wardrobe. Her stylish and functional look seems to be now a hot favourite of many.
“Bollywood-inspired saris and salwar kameezes are our largest-selling categories and numbers are not going to diminish anytime soon,” says an online shopping portal co-founder.
With the e-commerce boom, the growth story has further trickled down to the tier II and tier III cities. As a result, the audience in smaller cities and towns now have the option of purchasing them online as opposed to getting them tailored locally.
Portals want to build a vertical where Indian fashion is aspirational yet affordable for every woman. They have managed to redefine the traditional Indian wear for women of all ages, who effortlessly balance work and home while still looking their best. The idea is to create a platform which is stylish, with a dash of ethnic.
