India being a land of rich culture and traditions, the clothing here varies vastly depending on the ethnicity, climate, geographical conditions and prevailing cultural conditions of places. We Indians have a much-elaborated set of apparels and our costumes vary depending upon festive occasions, rituals, social or official gatherings, etc. Indian women are well known across the world for the diversity in their clothing range. The first and foremost thing that one would notice in India is a spectacularly dressed Indian woman. Ethnic wears have always been a preferred choice for women in India. A unique blend of rich and diverse styles in the category of apparels and attires is clearly evident when we travel across the length and breadth of the country’s frontiers. They are a kind of reflection of the rich heritage that India possesses, and this is the reason they have found a special place in women’s wardrobe. Branded ethnic wear has been one of the top-selling categories, with the segment seeing double-digit growth, year after year. In spite of a big western influence and western outfits making an inroad into Indian women’s wardrobe due to rapid shift towards globalisation and corporate life-style, Indian women still have an inherent affinity for ethnic wears. The ethnic wear market in India has already reached an unbelievable forty-five thousand crore mark in 2014. Cashing on to this opportunity, retailers are leaving no stones unturned in keeping up with the changing trends. The exceptional growth in this segment has attracted major retailers to focus actively on the changing trends of this segment.
The ethnic wear segment is available in a variety of patterns, weaves, fibres, designs, embroidery finishing, etc. done on the piece of cloth. Innumerable options are available for Indian women by their complexion, body type and specific preferences. The variety of choices included in the ethnic segment is elegant kurtis, comfortable salwar Kamis, ravishing lehenga cholis and the beautiful evergreen sarees. Various concepts have been introduced in this category in order to fit into the changing tastes of modern Indian women. Today women are increasingly seen in elegant designer outfits making a fashion statement of their own.
We have a number of brands across India and world-wide as far as women ethnic wears are concerned. But when talking about Indian ethnic wear brand, the only name that pops into our mind is Biba, a brainchild of Meena and Siddharth Bindra and is one of the oldest Indian stores in the fashion arena. Biba being an already established firm in exclusive womenswear category has entered into the mass segment with the launch o their new brand named Rangriti. With a vision to tap the unbranded youth segment of tier-2 and tier-3 cities of the country, Rangriti was launched. According to the directors of Biba, the local market was an unexplored sector thus presenting a huge prospect regarding revenue. With the changing standards of living, the taste for apparels among women has also changed. As more and more women have joined the work force, Rangriti, a women’s ethnic wear fashion brand, caters to the fashion conscious women.
With classic patterns and fabric innovation being the core component in Rangriti’s designs the ethnic tops that are featured on their website is sure to lure fashion lovers of every age. Their online stores offer contemporary designs brought into the traditional wears like kurtis and tops. Their mesmerising shades and stunning cuts bestow an unrivalled beauty and grace to all their designs. They have an amazing collection of block prints and contrasts in the fabric which brings you all the latest trends in the fashion apparel category. They have a user-friendly website which is very responsive and easy to go with. A user can quickly browse through the shopping site’s vast catalogue. The various categories features on the website are:
New Arrivals: They constantly update the site with most trending fashion wears in order to meet the changing requirements of the consumers. This section features the Top section, the dupatta section and the bottom wear section, where the user can easily find her own pick.
Top: This section consists of a vast collection of kurtas and kurtis based on a wide range of styles. The prices are highly affordable with the tops starting from just Rs.250.
Bottom: Bottom wear section features Knitted churidars, Printed palazzos and skirts thus presenting a beautiful collection of prints and colours for an Indian fashion lover.
Dupatta: This section presents you the best collection of classic and trendy dupattas, which are an integral part of traditional fashion, thus adding a charm to Indian ethnicity.
Collections: This section represents collections of ethnic wears under various categories such as Golden Glory, Divine Anarkali Kurtas, Gorgeous Green, Istakar, Straight Fit kurtas, Sunshine Yellow, Denim styles, Shaheen, Deviyani and much more. Most of these collections belong to multi-designer in-house brands making Rangriti an ideal destination for fashion conscious people.
In addition to these fabulous clothing, Rangriti has come up with an incredible summer collection which can rejuvenate your wardrobe. This collection is intended to shift the focus from the current traditional looks to more of a contemporary style. This collection having taken inspiration from floral shades, has fabrics with vibrant colours meant to rule this summer. Rangriti is all set to offer some of the most exquisitely designed clothing vying to be a shopaholic’s heaven. The website and their blog are incredibly informative featuring information about the fabric, fit, colour and several other details of individual dresses. They have adopted an omni-channel distribution business model with the products launched across over 800 stores and sold by distributors across the country.
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