India’s online women’s fashion scene is seeing some interesting shifts. A recent analysis by digital marketing firm Techmagnate reveals that search interest in women’s wear has dipped by about 6.7%, falling from 770.55 lakh searches in FY24 to 719.10 lakh in FY25. While this drop isn’t massive, it hints at a possible cooling of consumer curiosity or a shift in how and where shoppers are engaging.
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Still, when it comes to where people are clicking, branded fashion marketplaces continue to rule the roost. Together, Meesho, Myntra, Flipkart, Amazon, and Ajio accounted for more than 97% of all branded search traffic. Even with a 32% drop in search volume, Meesho stood out by racking up the most app downloads — seeing a 16.4% spike, leaving Flipkart, Shopsy, Amazon, and Myntra trailing behind. That gap highlights a clear tilt toward app-based shopping — fast, frictionless, and mobile-first.
Among individual fashion brands, Zara topped the charts with a monthly average of 2.79 lakh searches, though it’s seen a downward trend in recent months. H&M, Biba, Libas, and Puma followed close behind. But Zara’s slipping SERP visibility might be a red flag in a hyper-competitive digital landscape where staying on top of Google is no longer a given.
Meanwhile, ethnic fashion is having a major moment. Searches for “Chikankari kurti for women” exploded — up over 809% — now drawing 8.23 lakh searches a month. Ethnic wear overall remains a dominant category, commanding over 165.99 lakh monthly searches.
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In terms of geography, Delhi, Bengaluru, and Mumbai are leading the charge, contributing nearly 68% of total online interest in women’s fashion. The only metro showing actual growth this year? Chennai, inching up by 0.92% and capturing 11.3% of total search share.
“India’s women’s fashion market is shifting gears — fast,” said Sarvesh Bagla, Founder & CEO of Techmagnate. “We’re watching consumer behavior evolve rapidly, driven not just by product trends, but also by how people shop — from search engines to social media to mobile-first platforms.”
