Homegrown D2C brands are emerging as a major growth engine for India’s women’s occasion wear market, driving a 1.8X increase in demand on Myntra during the recent wedding season. The momentum came as the platform’s overall women’s occasion wear category recorded 50% year-on-year growth, highlighting rising consumer interest in contemporary festive and wedding fashion.
The growth reflects how digital-first fashion brands are reshaping occasion wear through wider design choices, new silhouettes, and stronger online accessibility. Myntra expanded its portfolio by onboarding more than 40 new brands, including Tussya by Shreya, Suramya, MAYRAKE, House of Purvaja, House of Doras, Vastra Heritage, and Aatman Creation.
The expansion added over 2.2 lakh new styles to the platform, significantly widening the selection available to consumers. Established D2C brands such as Koskii, Lakshita, Suta, and Gulmohar Jaipur also recorded strong momentum, with average year-on-year demand growth of more than 50%.
The numbers point to a broader shift in consumer behaviour across India’s D2C fashion and lifestyle market. Shoppers are increasingly looking beyond traditional occasion wear formats and choosing styles that combine festive appeal with convenience, versatility, and contemporary design.
Several product categories led sales volumes during the season, including lehenga cholis, festive co-ord sets, Y2K-inspired sharara sets, and pre-draped sarees. The variety of high-performing formats indicates how younger consumers are bringing new fashion preferences into the wedding and festive wear market.
Celebrity and influencer collaborations also formed part of the expanding category, with collections including Aurelia with Ananya Panday, House of Chikankari with Sonakshi Sinha, and Chhaap with Ada Sharma. Such partnerships are adding new layers of discovery and visibility to India’s rapidly evolving digital fashion ecosystem.
Beyond demand growth, Myntra is also onboarding regional sellers from Tier II and Tier III cities into its national supply chain. The expansion is supporting the development of localised fulfilment networks and supply chain infrastructure across regional hubs, giving emerging brands and sellers greater access to consumers nationwide.
With homegrown D2C brands driving 1.8X demand growth, more than 40 brands joining the platform, and 2.2 lakh new styles being added, women’s occasion wear is becoming an increasingly important part of India’s digital fashion growth story. The category’s evolution shows how D2C brands, regional sellers, wider selection, and changing consumer preferences are collectively reshaping the way India shops for weddings and celebrations.
Source: Based on reporting by BusinessLine, with additional editorial adaptation and analysis.
