Online promotion makes Indian ethnic wear popular globally
Demand for Indian ethnic wear and jewellery are on the rise in international markets, thanks to the increasing use of e-commerce by India's small and medium enterprises (SMEs).
"The trend for Indian inspired garments and accessories is here to stay as suppliers with storefronts on ecommerce platform like ours have embraced the change in their business model, adapting to increasing enquiries online," Alibaba.com India country manager Khalid Isar told IANS.
As a leading global e-commerce (b2b) platform for small businesses the world over, Alibaba.com International of the Chinese Alibaba group facilitates crossborder trade and helps SMEs worldwide to expand business in overseas markets.
Pointing to the shifting trend in favour of Indian merchandise, Isar said markets in new geographies had begun to take note of the vibrant designs and elegant patterns of its ethnic appar- el and jewellery through the e-platform.
"As e-commerce plays a pivotal role in entering global markets, our members are leveraging the platform to support this emerging trend globally," Isar said.
With Hollywood celebrities and global fashion labels taking India-inspired attire and accessories on to red carpets and runways, Indian SMEs have seen a steady increase in buyer interest of their merchandise in newer markets.
"Since we started listing our traditional apparel and jewellery online in 2010, our sales shot up 60-70 percent this year compared to last year," Chennai-based Rajashri Fashions' owner Subash Jain said.
In view of the positive shift in global demand for Indian wear and jewellery as accessories, the Clothing Manufacturers' Association of India (CMAI) has projected the Indian apparel market to grow 13-15 percent annually by 2020.
"Apart from traditional markets like the US and Europe, we are getting more enquiries from countries such as Libya, Malaysia and Singapore, among others," Jain said.
Like Rajashri Fashions, Topdot Nxt-G, based at Surat in south Gujarat, has seen 15 percent increase in export sales of its high fashion garments such as designer kurtis, tunics and kaftans.
"Indian ethnic wear is being adopted by fashion hubs across the world, as evident from increasing enquiries from emerging countries like Brazil, Indonesia, Malaysia, Pakistan, Singapore and Sri Lanka besides traditional markets like Europe and the US," Topdot director Shivang Kapadia said.