Men’s Ethnic Wear Gets Its Second Wave

As men’s ethnic wear moves beyond Diwali and weddings, brands are chasing everyday occasions, younger shoppers and repeat purchases — but the economics remain challenging

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For decades, the average Indian man’s festive wardrobe was simple. One dependable kurta that was worn for Diwali, family functions, office celebrations and the odd festive ceremony or ritual. Throw in a jacket or a pair of mojris or traditional leather sandals, and the same outfit could feel new. 

This was the state of ethnic wear for men in India, till D2C brands began showing them the world beyond the once-a-year kurta purchase.

With the emergence of dozens of brands, Indian men are trading jeans and polos for ethnic wear that feels comfortable, contemporary and suited to the occasion. Younger audiences are increasingly choosing lighter garments, contemporary colours, short kurtas, kurta-shirts and versatile separates for dinners, college events and casual gatherings. 

And the trend is prevalent across all corners of India, with each state and region having D2C brands that are carving a niche in ethnic wear. What began as brands experimenting with kurtas (inspired by Fabindia’s rise) has now become something bigger. 

According to Yash Sarawagi, cofounder of Kolkata-based D2C men’s ethnic wear brand Kisah, Indian men are becoming particular about how ethnic wear reflects their style, body type and occasion. “Reels, creators and marketplace listings are helping customers compare silhouettes, colours, fits and styling choices in a category where a kurta was once treated simply as a kurta.”  

These consumers are looking for complete, occasion-specific looks rather than individual........

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