# D2C brands drive second wave in Indian men’s ethnic wear 2026-08-25T22:41:06+00:00 | Business & Economy | Indian Opinion Desk Corroboration: 1 independent outlet D2C brands are reshaping Indian men's ethnic wear, moving beyond the traditional once-a-year kurta purchase. Younger consumers are choosing lighter, contemporary garments like short kurtas and kurta-shirts for dinners, college events and casual gatherings, with regional D2C brands emerging across India. According to Yash Sarawagi, cofounder of Kolkata-based Kisah, Indian men are becoming particular about how ethnic wear reflects their style and body type. Brands are now creating occasion-specific looks rather than individual garments, targeting dinners, work events and travel. However, the challenge is turning more occasions into actual purchases without increasing annual spending, requiring shorter merchandise cycles and faster replenishment. ## Indian Opinion Analysis This shift mirrors the broader D2C boom in India, which the IBEF estimates will create over 12,000 brands by 2025. Unlike casual fashion, ethnic wear requires physical stores for fittings and alterations, adding operational costs. Brands must balance mass-market scale with premium margins: higher ticket sizes carry markdown risks, while volume segments may yield lower returns. The next test is whether players can sustain profitability through repeat purchases and regional inventory planning, especially as festival-driven demand alone may not support year-round growth. ## Coverage - inc42.com Straight industry trend story with quotes from multiple founders and analysts, no government angle or editorialising. This brief was synthesised by AI from the source linked above. Tags: D2C, Kisah, Kora by NM, KPMG Canonical: https://indianopinion.org/d2c-brands-drive-second-wave-in-indian-mens-ethnic-wear/ License: Summary and commentary (c) Indian Opinion, reusable with attribution. Facts belong to the linked sources. Cite: https://indianopinion.org/d2c-brands-drive-second-wave-in-indian-mens-ethnic-wear/#story-in-brief Review state: restored archive article, accurate at time of publication, not offered to search indexes. How this brief was made: an AI model read the report linked above and wrote this summary and analysis, which were published automatically. Published briefs are sampled every hour by an automated quality check; the editor verifies its findings and approves corrections, and corrected briefs carry a dated correction line. We do no original reporting. Methodology: https://indianopinion.org/ai-use-policy/