The core audience remains young, with nearly half of Flipkart’s ethnic wear buyers aged between 25–35
Bengaluru: Flipkart, India’s homegrown e-commerce marketplace, has witnessed over 6 million customers purchasing ethnic wear in the past year alone, with nearly 90% of sales driven by repeat customers, a press release said on Wednesday.
Demographically, the core audience remains young, with nearly half of Flipkart’s ethnic wear buyers aged between 25–35.
‘Every day’ ethnic wear is witnessing robust growth across regions, with cities like Bengaluru, New Delhi, Kolkata, Hyderabad, Patna, Lucknow, Chennai, Pune, Mumbai, and Guwahati emerging as key demand centers for non-festive ethnic fashion.
When it comes to buyer behavior, 65% of purchases in the women’s ethnic segment are made by women shoppers, while in men’s ethnic wear, 88% of transactions are driven by male shoppers. This category is also experiencing significant momentum in tier 3 and smaller towns, which now contribute to 55% of overall shopper volume.
“Ethnic fashion has emerged as a key gateway for new shoppers, particularly from Tier 2 and Tier 3 cities, where traditional style requirements meet the convenience of online shopping. This segment is not only driving a significant share of new customer acquisition but also reflecting the deep cultural preferences of our diverse consumer base,” said Kunal Gupta, Vice President, Flipkart Fashion.
Shoppers primarily buy ethnic wear for daily wear, work, college, festivals, and weddings, with peak sales during festive months (Aug–Nov) and wedding seasons (Nov–Feb, Apr–May). Artisan-led brands such as Konark, Shishir, and Wreetika, along with national labels like Libas, Indo Era, Janasya, and Mirchi Fashion, are thriving on the platform, bringing traditional roots into the modern retail spotlight.
Across categories, kurta sets leading the charge at 42% of total demand, followed by sarees at 24% and kurtis at 18%.
Established in 2007, Flipkart has a registered user base of more than 500 million and offers over 150 million products across 80 categories. Today, there are over 1.4 million sellers on the platform, including Shopsy sellers.
