Reliance Retail Becomes Latest Indian Fashion Giant to Bet on Traditional Apparel

Young women in traditional indian saris at the Desert Festival, March 1, 2015. Shutterstock.

India Times reports that Reliance Retail plans to launch a chain of shops in the area under the name Avantra after rivals invested in traditional Indian attire, including Aditya Birla Fashion and Retail(ABFRL) and Tata Group.

The move will reportedly see Avantra unveil mid-size stores with a value-oriented offerings of items such as kurti and sari, sources told India Times, to coincide with India’s wedding season. While Tata Group’s jewellery brand Tannishq has recently moved into the segment, ABFRL has acquired stakes in local designers like Sabyasachi and Tarun Tahiliani.

Global growth is being driven by younger Indians fashion brands selling Western apparel to the market, traditional attire still reigns supreme and makes up 71 percent of India’s womenswear market, according to Technopak Advisors.

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