India’s vibrant ethnic wear market, renowned for its rich cultural heritage, continues to captivate hearts with its array of traditional sarees, stunning lehengas, and designer Kurtis. Millennials and Gen Z are increasingly driving demand for fusion and contemporary styles, blending traditional elegance with modern sensibilities.
Historically, ethnic wear was reserved for festive occasions and weddings, but there is now a growing trend for fusion and modern adaptations suitable for casual and everyday wear. Designers are pushing boundaries with innovative cuts, fabrics, and embellishments, creating contemporary ethnic wear that merges tradition with current fashion trends. The rise of branded ethnic wear reflects a shift in consumer preferences, where style and cultural connection go hand in hand.
Enter Klotho Designer Wear, a brand launched in December 2019 by Purvikiran Kaur, offering a diverse range of fabrics and designs in ready-to-wear, unstitched, and semi-stitched options. From luxurious organza and silk to muslin, crepe, and linen, Klotho presents a variety of choices featuring digital and ajrakh prints, elegant embroideries, sequins, and handworked necklines, alongside beautifully embellished dupattas. Catering to various tastes, body types, and occasions, Klotho ensures every customer can find their unique expression in ethnic fashion.
With over 3,100 designs showcased on social media and new collections added regularly, Klotho’s extensive assortment sets it apart. Each fabric is personally sourced and quality-checked to provide premium, yet affordable, ethnic wear. This commitment to accessibility allows customers to enjoy elegant and stylish fashion without exceeding their budget.
Reflecting on the brand’s journey, Purvikiran shares, “We began with a 3,000 square foot store in Mumbai in 2019. However, with the onset of the pandemic in early 2020, we transitioned to an online model and relocated to Gurgaon. Building trust and connecting with customers online was initially challenging, but with experience in digital marketing, we successfully grew our Instagram following to over 50k. We’ve proudly served over 10,000 customers and expanded into international markets such as Dubai, the USA, and Australia. With a monthly growth rate of 8-10%, we aim to be present on all major e-commerce platforms.”
For more information, visit Klotho Designer Wear on Instagram.
