Tier 3 towns drive 55 per cent of shopper volume as 90 per cent of buyers return; young consumers and fusion styles fuel rapid growth
Flipkart, India’s leading ecommerce platform, has reported a major milestone in its women’s ethnic wear category, with over 6 million unique shoppers engaging with the segment in the past year alone. The category has seen a remarkable 90 per cent repeat purchase rate, signalling growing customer trust and loyalty across regions and demographics.
Fuelled by rising demand from Tier 3 and smaller towns, which now contribute 55 per cent of total shopper volume, the ethnic wear segment has become one of Flipkart Fashion’s strongest performers. The customer base is notably young, with nearly half of all shoppers under the age of 35, reflecting a shift in digital adoption and a growing preference for style-led, affordable fashion among India’s youth.
“Ethnic wear has become a key gateway for millions of new customers, especially in smaller towns,” said Kunal Gupta, Vice President, Flipkart Fashion. “Sarees, kurtas, and everyday ethnic styles are seeing strong resonance as they blend tradition with convenience, enabling a new wave of fashion-conscious buyers.”
Demand is soaring in both festive and everyday segments. Cities like Lucknow, Patna, Guwahati, and Chennai are emerging as growth hubs for non-festive ethnic wear, indicating that Indian consumers are embracing traditional styles for work, college, and daily use — not just special occasions.
Recent trends highlight surging interest in kurta sets (42 per cent of total ethnic wear demand), sarees (24 per cent), and kurtis (18 per cent), with spikes in Anarkali suits (45X), Chikankari kurtas (40X), and ready-to-wear sarees (3X) compared to the previous year. Search interest has also grown for niche styles like black sarees and long frocks.
The rise of artisan-led brands such as Konark, Wreetika, and Shishir, along with popular national labels including Libas, Janasya, and Mirchi Fashion, is reshaping the ethnic wear narrative. Flipkart continues to support regional crafts like Chikankari (Lucknow), Bandhani (Gujarat), Paithani (Maharashtra), and Kasavu (Kerala) through broader visibility and national reach.
As the Indian ethnic wear market, valued at USD 197.2 billion in 2024, heads towards a projected USD 558.5 billion by 2033, Flipkart is leveraging AI-powered personalisation, regionalised product discovery, and last-mile delivery innovations to ensure accessibility and enhance the shopping experience.
With India’s growing cultural pride, social media influence, and a surge in demand for fusion and sustainable styles, Flipkart’s ethnic wear segment stands at the forefront of a fashion evolution — one that blends tradition with modernity for a new generation of digital-first shoppers.
