Homegrown direct-to-consumer (D2C) fashion brands are playing an increasingly influential role in India’s occasion wear market, with Myntra reporting a 1.8X increase in demand for women’s occasion wear from these labels during the recently concluded wedding season.
The platform also recorded a 50% year-on-year growth in overall demand for women’s occasion wear, highlighting the growing preference for Indian brands that blend traditional aesthetics with contemporary design. According to Myntra, trends seen during the wedding season-including fusion silhouettes, comfort-led fashion and modern ethnic styles-are expected to continue through the upcoming festive period.
To strengthen its ethnic wear portfolio, Myntra added over 40 new brands and expanded its catalogue to more than 2.2 lakh styles. Newly launched labels include Tussya by Shreya, Suramya, MAYRAKE, House of Purvaja, House of Doras, Vastra Heritage and Aatman Creation. Established D2C brands such as Koskii, Lakshita, Suta and Gulmohar Jaipur also witnessed demand growth of over 50% YoY.
Among the strongest-performing categories were lehenga cholis, co-ord sets, sarees and contemporary kurta sets. Popular trends included Y2K-inspired shararas, chikankari styles, ethnic maxi dresses, floral Anarkalis, pre-draped sarees, metallic finishes and statement blouses, reflecting a shift towards versatile and fashion-forward occasion wear.
Celebrity and influencer collaborations also contributed to category growth, with collections from brands including Aurelia, House of Chikankari, Libas, Sabhyata, Inddus and Suta gaining traction among shoppers.
Myntra said it continues to expand access to premium homegrown brands across Tier-2 and Tier-3 cities while onboarding regional sellers to strengthen its marketplace ecosystem. The platform is also investing in local supply chains, fulfilment capabilities and AI-powered personalised discovery to deliver a more seamless shopping experience.
With the festive season approaching, Myntra expects demand for fusion-led styling, minimal embellishments, dhoti-pant kurta sets and floral Kasavu sarees to gather momentum, as Indian shoppers increasingly seek occasion wear that balances tradition with contemporary fashion.
