Mumbai | New Delhi: From safa and mala to jooti and brooch, the quintessential Indian wedding is now incomplete without a touch of royalty for the bridegroom and even his immediate family and friends, making such accessories make-or-break accompaniments for wedding collection brands.
“While it (accessories) accounts for just 7-8% of the wedding collection sales, customers will just walk off the store if these products don’t match their outfits worth a few lakhs. These accessories are a make or break for brands,” said Mayank Mohan, owner of ethnic menswear brand Mohanlal Sons. “While we sell mala, we had discontinued imitation jewellery earlier, but are now planning to reintroduce them.”
The market for occasion wear was historically serviced more by local shops or made-to-order ones, but over the past decade brands such as Manyavar, Mohanlal, Tasva and Ethnix by Raymond have brought consistency in the celebration wear segment in terms of delivery and execution. But what started with apparels has now trickled down to accessories customers would pick to go with their attire.
Moti malas and safas, or turbans, have become crucial in accessorising the look for the groom’s special day. So, these styling products present a strong business case for portfolio expansion for wedding dress brands. Even friends and guests are sporting these accessories at Indian weddings.
“We are not in the business of just selling sherwanis, kurtas, jootis and stoles, and instead focus on the entire look,” said Sunil Kataria, chief executive of Raymond Lifestyle that owns Ethnix. “As part of the selling process, this is an important part of training. It is a must for the groom because his entire ensemble hinges on the accessories. So, when you are selling a sherwani or occasion wear, the whole outfit as a style goes together. If these don’t match, then the sale gets rejected,” he said. According to management consulting firm Wazir Advisors, the apparel and accessories market in India was estimated at $75 billion in FY23, and the total ethnic wear market represented nearly 30% at $22 billion. “This branded play within men’s ethnic is marked by both strong regional players as well as select national players,” said Pakhi Saxena, retail and CPG (consumer packaged goods) practice head at management consulting firm Wazir Advisors. “These players shall continue to garner share of the wedding and celebration accessories category as it lends to increase in basket size, average ticket value and most importantly enhances the customer engagement through offering of ensemble and curation. Accessories enable them to upsell by curating and customising the look,” she said.
