{
  "id": 3198996,
  "title": "Men’s Ethnic Wear Gets Its Second Wave",
  "url": "https://urgent.news/2026/08/25/mens-ethnic-wear-gets-its-second-wave",
  "topic": "business",
  "section": "Business",
  "published": "2026-08-25T05:36:56.000Z",
  "source": {
    "name": "Inc42",
    "slug": "inc42",
    "url": "https://inc42.com/features/mens-ethnic-wear-gets-its-second-wave/"
  },
  "original_language": "en",
  "account": "For years, the typical Indian man's festive wardrobe consisted of a single kurta, suitable for Diwali, family gatherings, office events, and occasional ceremonies. A jacket or mojris completed the look, allowing for a fresh appearance every year. However, the emergence of D2C brands has introduced a broader selection of ethnic wear options for Indian men. Younger consumers are now opting for lighter garments, contemporary colours, short kurtas, kurta-shirts, and versatile separates for dinners, college events, and casual outings. This trend is gaining traction across India, with regional brands carving out their niche in ethnic wear. D2C brands have moved beyond experimenting with kurtas, inspired by Fabindia’s success, to create a more comprehensive range of products tailored to different styles, body types, and occasions. Customers now seek complete, occasion-specific looks rather than individual garments, prompting brands to expand their offerings across price points and markets. This represents the second wave in men's ethnic wear in the D2C and new-age retail sector. However, this development comes with its own set of challenges. While more occasions may lead to higher sales, it does not automatically translate into increased annual spending. Brands must create new use cases for ethnic wear, such as lighter garments for poojas or office Diwali collections, to encourage more frequent purchases. Additionally, inventory allocation must account for regional differences, as demand for festivals varies across the country. Marketing efforts also need to focus on driving incremental demand through products designed for new use cases. Profitability and long-term sustainability remain complex issues for brands operating in this space. Factors such as low purchase frequency, design cycles, fit, and the need for physical presence in dedicated experience stores or retail outlets add to the complexity. To navigate these challenges, smaller brands can leverage marketplaces and multibrand retail partnerships to expand their reach without significant capital investment. Ultimately, the success of men's ethnic wear brands will depend on their ability to create new reasons for men to purchase ethnic wear beyond the traditional festive season, while maintaining profitability and sustainability in a competitive market.",
  "summary": "For decades, the average Indian man’s festive wardrobe was simple. One dependable kurta that was worn for Diwali, family functions,…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}