With Hollywood stars sporting fashion inspired by ethnic Indian wear on red carpets and runways, small and medium enterprises (SMEs) in the country are reporting increasing demand from international markets via e-commerce.
According to a report by global b2b marketplace Alibaba.Com, there has been a significant spurt in global demand for fashion apparels like Indian kaftans and kurtis, designer sarees, salwar kameez and jewellery like kundan and polka.
Khalid Isar, country general manager of Alibaba.Com India said this increase in demand is spurred by the growing limelight on fashion inspired by Indian designs.
"The star-struck world has followed suit and mainstream retailers are now creating tunics, jewellery and dresses with Indian embroidery, prints and styles into their seasonal collections," he said in a statement.
Hollywood stars and fashionistas like Paris Hilton, Academy award actress Halle Berry amongst others have been incorporating designs and fabrics of ethnic Indian apparel.
Indian designs have long been known for their vibrant shades and India has been long associated with brilliant craftsmanship of jewelry with distinct characteristics.
Mayank Goyal, CEO of Aligarh-based Masterpiece Jewellery, said their sales have increased by 30 to 40 per cent this year.
"Until last year, we saw some resistance with international buyers for the designs. But since fashion designers of global repute have adopted Indian patterns and motifs, we have seen this resistance dissolve," he said.
Subhash Jain, who runs Rajshri Fashions in Chennai, said buyers are more interested in Bollywood collections, designer sarees and salwar kameez.
The power of e-commerce has helped these SMEs expand their business and export to new markets like US, Europe and south-east Asia.
"Our members are also noticing new countries buying India inspired garments. Countries like Libya, Malaysia and China are new buyer markets that were not previously traditional buyer markets," said the Alibaba.Com official.
