In the past year, over 6 million shoppers turned to Flipkart for their ethnic fashion needs — and nearly 9 out of 10 of them came back for more. The surge in repeat purchases highlights not just customer satisfaction but a broader shift: ethnic wear is no longer limited to festivals and weddings; it’s becoming part of the everyday wardrobe across India.
Young adults, especially those aged between 25 and 35, make up the largest slice of this growing audience. And the demand isn’t confined to one region. Whether it’s the streets of Bengaluru or the lanes of Guwahati, daily ethnic wear is finding a strong foothold. Cities like New Delhi, Kolkata, Hyderabad, Patna, Lucknow, Chennai, Pune, and Mumbai are also fueling this trend.
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What’s also interesting is who’s buying what. Women drive 65% of purchases in the women’s ethnic category, while men are behind a whopping 88% of sales in men’s ethnic wear. The appeal of ethnic fashion is growing rapidly in India’s heartland too — smaller towns and Tier 3 cities now account for more than half of all ethnic wear shoppers on the platform.
“Ethnic clothing has become a bridge between local culture and digital convenience,” said Kunal Gupta, Vice President at Flipkart Fashion. “We’re seeing an incredible wave of new shoppers from Tier 2 and Tier 3 cities, where there’s deep cultural affinity for traditional wear, combined with rising comfort with online shopping.”
People are shopping for ethnic wear not just for big occasions, but also for everyday use — whether it’s work, college, casual outings, or smaller celebrations. Sales tend to spike during India’s festive months (August to November) and around wedding seasons (November to February, and again in April and May).
Artisan-focused labels like Konark, Shishir, and Wreetika are making waves alongside well-known national names such as Libas, Indo Era, Janasya, and Mirchi Fashion — showing that tradition and trend can thrive together on a modern platform.
Kurta sets are the current favorites, making up 42% of ethnic fashion sales on Flipkart, followed by sarees at 24%, and kurtis holding steady at 18%.
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Since its founding in 2007, Flipkart has built a registered user base of over 500 million and today offers more than 150 million products across 80 categories. With over 1.4 million sellers now active — including many on its Shopsy platform — Flipkart continues to be a leading force in how India shops, blends tradition with convenience, and redefines everyday fashion.
