Myntra Reports 50% Growth in Women's Occasion Wear Segment

By: Women Entrepreneurs Review Team | Wednesday, 8 July 2026

The Direct-to-Consumer (D2C) fashion brands in India are gaining traction in ethnic wear segment owing to the growing demand for occasion wear and wedding fashion in the country. As a part of the Indian wedding season, which ended recently, fashion e-commerce site Myntra has witnessed robust growth in the women ethnic wear segment, as well as a general trend of homegrown brands providing contemporary designs inspired by Indian traditions.

Myntra said the occasion wear category has experienced 50 per cent year-on-year growth, with the D2C women brand for occasion wear seeing a 1.8-fold increase in demand during the wedding season. This trend is driven by consumers' growing preference for Indian brands that are traditional yet have a contemporary aesthetic, especially younger women seeking out festive and wedding wear, the company said.

To enhance its ethnic wear business, Myntra made a significant addition by launching more than 40 new women's ethnic wear brands and bringing more than 2.2 lakh styles onto its platform. New labels are Tussya by Shreya, Suramya, MAYRAKE, House of Purvaja, House of Doras, Vastra Heritage and Aatman Creation. These brands specialise in a range of items such as saris, kurta sets, lehengas, festive co-ords and fusion wear which is perfect for weddings, festivals and special occasions.

Key Highlights:

• 50% YoY growth in women's occasion wear, with 1.8x higher demand for D2C ethnic wear brands during the wedding season
• 40+ new brands and 2.2 lakh+ styles added, while expanding opportunities for sellers from Tier II and Tier III cities
• Celebrity collaborations, AI-powered recommendations, and M-Now deliveries are driving festive fashion growth

It is also expanding its coverage of 'Tier II' and 'Tier III' cities with the entry of premium homegrown brands and integrating the Tier II cities along with the e-commerce network across the country. The project will not only provide businesses with greater access to customers, but it will also generate new economic opportunities in emerging markets. The expansion is expected to boost job creation, bolster supply chain functions and improve fulfilment operations across the nation, Myntra said.

The wedding season saw a continued emphasis on celebrity and influencer collaborations, which were instrumental in boosting customer engagement. Various brands presented their exclusive collections with famous celebrities like Ananya Panday, Ada Sharma, Sonakshi Sinha, Anya Singh, Neha Dhupia, Priyanka Chahar Choudhary, Sujata Biswas, Tania Biswas, Ria Mehta, and Aditi Hundia. This partnership enabled brands to reach the trend-conscious fashionistas who are in search of ethnic wear influenced by the fashion of the celebrities.

In the future, Myntra anticipates that the festive season will see more people demand stylish and modern ethnic wear. The company expects to see increased demand for fusion-inspired kurta sets, minimal embellishment on the kurta, dhoti-pant kurta sets and also in the floral Kasavu sarees due to the fact that people are searching for outfits that could be worn in various events and be comfortable and stylish at the same time.

Myntra, for its part, revealed that the wedding season line-up featured some new D2C brands, traditional ethnic wear brands, celebrity collections and trendy options to align with the changing tastes of consumers. The company also highlighted the role of technology in enhancing the shopping experience through AI-powered personalized recommendations, helping customers discover styles based on their preferences and browsing behaviour. Apart from this, Myntra has a nationwide delivery network and it has also launched a quick commerce service called M-Now in selected cities, which will also help facilitate quick deliveries in the festive shopping season.

India's home-grown brands are making a big impact on the consumer choices of ethnic and occasion wear, as seen in the company's latest performance, which marks the strengthening of India's D2C fashion ecosystem. With the festive season and wedding season going strong, Indian brands are expected to continue leading the way for the growing online ethnic wear market in India, says Myntra.