Myntra reported strong growth in its women’s occasion wear category during the recently concluded wedding season, with overall demand rising 50% year on year.
According to the company, homegrown direct-to-consumer (D2C) brands are playing an increasingly significant role in India’s occasion wear market, with demand for women’s occasion wear brands rising 1.8 times on Myntra during the recently concluded wedding season.
Established D2C brands such as Koskii, Lakshita, Suta and Gulmohar Jaipur recorded over 50% year-on-year growth during the wedding season, with lehenga cholis and co-ord sets emerging as key growth categories.
To strengthen its ethnic wear portfolio, the fashion e-commerce platform expanded its women’s ethnic wear portfolio by adding over 40 brands and more than 2.2 lakh styles.
New additions include Tussya by Shreya, Suramya, MAYRAKE, House of Purvaja, House of Doras, Vastra Heritage and Aatman Creation.
The platform witnessed strong demand for trend-led occasion wear, including Y2K-inspired sharara sets, festive co-ords, chikankari styles, corset kurtis, ethnic maxi dresses, zari-work kurtas, Patiala sets and Anarkalis.
In sarees, styles such as scalloped sheer drapes, pre-draped sarees, metallic finishes, sequins, block prints, and linen sarees gained traction. In contrast, lehengas featuring heritage prints, floral designs, and minimal embellishments also saw increased demand.
Myntra is also expanding the reach of premium homegrown brands in Tier II and Tier III cities by onboarding regional sellers, helping local businesses access a wider customer base while strengthening regional supply chain and fulfillment infrastructure.
The company said its AI-powered product discovery, nationwide reach and M-Now quick-delivery service will continue to support growth in the ethnic and occasion wear segment.
Bharat Tex Special Report 2026 
