Homegrown D2C Brands Drive 1.8X Demand on Myntra, Reshaping India's Occasion Wear Market

Bengaluru, July 06: India's homegrown D2C brands are increasingly defining how the country dresses for its most significant occasions. During the recently concluded wedding season, D2C women's occasion wear brands drove 1.8X demand on Myntra, as customers across India showed a growing preference for Indian brands. Overall women's occasion wear on Myntra grew 50% year-on-year in demand, a signal that homegrown brands are not just participating in India's fashion market but actively shaping it. The trends observed this wedding season, including contemporary silhouettes, fusion-led styling, and comfort-first occasion wear, are expected to define consumer demand through the festive season ahead. 

Myntra has expanded its women's Ethnic Wear selection with 40+ new brand launches and 2.2 lakh+ styles, reinforcing its position as the platform for discovering and building contemporary ethnic and occasion-wear wardrobes in India. Newly onboarded brands included Tussya by Shreya, Suramya, MAYRAKE, House of Purvaja, House of Doras, Vastra Heritage, and Aatman Creation, among others. Fuelled by the surge in D2C brands, trend-led silhouettes, and celebrity collaborations, Myntra's already strong occasion wear for this cohort saw strong growth, primarily driven by lehenga cholis, and co-ord sets. The wedding season, a marker of how the ethnic wear demand for the upcoming festive season will take shape, saw higher adoption of some of the most loved D2C brands, including Koskii, Lakshita, Suta, and Gulmohar Jaipur. The growth in demand for these brands averaged over 50% YoY.

Myntra is actively democratizing access to premium homegrown brands for fashion-forward consumers in Tier-2 and Tier-3 cities, while simultaneously onboarding regional sellers from these regions, integrating them into the national e-commerce ecosystem and empowering them with scale and growth opportunities. Furthermore, Myntra acts as a powerful economic catalyst, generating significant local job opportunities within these regional hubs. This expansion is also driving robust infrastructure growth, particularly in localised supply chains and fulfilment networks, to seamlessly support the rising demand across Bharat. 

Leading women’s ethnic wear trends 

Among the key trends gaining traction are Y2K-inspired sharara sets, festive co-ords, indie fusion looks, strappy kurtis, chikankari styles, square-neck printed kurtis, corset tie-back kurtis, ethnic maxi dresses, and easy festive daily wear. Kurta sets are also seeing a modern refresh through sharara silhouettes, farshi salwars, Patiala sets, Japandi-inspired cuts, summer florals, zari-work kurtas, and elegant Anarkalis.

Sarees continue to remain a defining occasion-wear staple, with scalloped sheer sarees, minimal linen drapes, Bollywood-inspired styles, retro polka edits, quirky prints, block prints, pre-draped sarees, metallic finishes, shimmer, and sequins gaining traction. Lehengas are moving towards minimal glam, heritage prints, floral sets, and Rangeela Kaanch-inspired styles, while blouse-led styling is emerging as a strong fashion code through corset blouses, reversible blouses, and statement cuts. 

Celebrity, influencer, and founder-led collections

The category witnessed strong momentum from collaborations with celebrities, influencers, and founder-led labels, reflecting the growing importance of cultural relevance, pop culture-led fashion, and social-first discovery in ethnic wear. Collaborations include Aurelia with Ananya Panday, Chhaap with Ada Sharma, House of Chikankari with Sonakshi Sinha, Gerua by Libas with Anya Singh, Sabhyata with Neha Dhupia, Inddus with Priyanka Chahar Choudhary, Suta with Sujata Biswas and Tania Biswas, Nishorama with Ria Mehta, and Label Aditi Hundia with Aditi Hundia. 

Setting the tone for the festive season

Taken together, these trends signal a broader shift in how India dresses; defined by experimentation, individuality, and comfort rather than convention alone. The strong performance of D2C brands this summer wedding season further underlines how homegrown labels are increasingly shaping this shift. As the festive season approaches, the trends observed thus far are expected to continue, with fusion-led styling, contemporary silhouettes, and versatile occasion wear continuing to drive demand. New festive-specific trends are also expected to emerge, including minimal embellished kurta sets, dhoti-pant kurta sets, and floral Kasavu sarees.

Bringing together emerging labels, established brands, trend-led silhouettes, celebrity-led collections, and versatile occasion wear, Myntra’s Wedding Season edit offered greater depth and relevance to customers building their festive and wedding wardrobes. Supported by AI-led personalised discovery, nationwide reach, and speed-led fashion and beauty deliveries through M-Now in select cities, Myntra is well-positioned to serve the growing demand for ethnic wear through a more curated, seamless, and convenient shopping experience.