The big fat Indian weddings are renowned worldwide, and so is Indian ethnic wear for both men and women. Recently, men's occasion wear in India has transitioned from a niche segment to a significant trend in the fashion industry. With rising disposable incomes, evolving cultural preferences, and an increasing focus on personal style, Indian men are investing in high-quality, fashionable attire for weddings, festivals, and other important events. This shift in consumer behavior has created substantial opportunities for brands to scale and expand across the country. For leading organized retail brands like Manyavar, Ethnix by Raymond, Devo - a Siyaram's initiative and a few others, franchising has proven to be one of the most effective business models for driving this expansion.
Indian men are moving away from simple, traditional outfits and are instead choosing stylish, custom-made pieces that express individuality and taste—a trend encouraged by higher disposable incomes, social media influence, and a growing sense of personal style. Designer wear for men, once considered a luxury, is now more accessible through ready-to-wear collections as Indian designers increasingly focus on men’s fashion, further boosting demand for sophisticated occasion wear. E-commerce has simplified access to diverse styles, while platforms like Instagram showcase the latest trends, making men’s occasion wear highly sought after. garments designed for memorable moments.
Seeing the rise in demand, established menswear brands are expanding into ethnic wear. For instance, Siyaram’s has launched ‘Devo,’ a new men’s ethnic wear brand, and opened its first store in New Delhi’s Lajpat Nagar, with plans to expand nationwide. Gaurav Poddar, Executive Director at Siyaram Silk Mills Ltd., remarked on the potential in men’s occasion wear: “Siyaram’s has been in the industry for more than 45 years. ‘Coming Home to Siyaram’s’ underscores the brand’s commitment to honoring its legacy while embracing modern trends.” Devo’s retail-first model emphasizes offline stores to build brand presence and foster a personal connection with consumers. The flagship store in Lajpat Nagar, a key market for ethnic wear, exemplifies this strategy.
Scalability Through Franchising on the Rise
As demand for men’s occasion wear surges, brands are seeking effective ways to scale rapidly and capture market share. Franchising offers a proven route for regional and national expansion while leveraging local knowledge and expertise. Bidyut Bhanjdeo, Chief Business Officer of Ethnix by Raymond, notes, “We currently operate 118 stores, with 80 franchisee-run and the rest company-owned. We plan to add another 50-60 stores in the coming months, aiming for a total of 300 stores within the next 2-3 years. Our franchisees are essential to our growth, and we focus on regions with high menswear penetration.” In the last fiscal year, Ethnix by Raymond opened 56 stores, reaching a total of 114 by March 31, 2024. The brand aims to expand its store footprint and explore new channels like multi-brand outlets (MBOs) and large-format stores (LFSs).
Discussing Devo's scalability, Gaurav Poddar adds, “Siyaram’s plans to open 10 to 12 Devo stores by March, all company-owned to maintain brand positioning and customer experience. Franchising may become an option as the brand grows, but for now, the focus remains on refining the concept with company-owned outlets before partnering with franchisees.”
The occasion wear segment in men’s Indian fashion has seen tremendous growth, driven by changing consumer preferences and the booming wedding and festival culture. For brands seeking expansion, franchising offers a reliable path to scaling efficiently and capturing new markets. By utilizing local expertise, minimizing financial risk, and ensuring a consistent brand experience, occasion wear brands can position themselves for long-term success in India’s dynamic fashion landscape.
