Analysis · Commerce & Consumer Brands

Men's ethnic wear shifts to casual styles

By Startup Enthusiast · 25 August 2026

What they do

Kisah and Kora by NM are D2C men's ethnic wear brands in India

An analysis explores how younger buyers prefer lighter, versatile garments

Brands face challenges in creating repeat purchases and managing inventory; experts suggest omnichannel and regional strategies for growth

An analysis of India's men's ethnic wear market highlights a shift from traditional kurtas to more casual, versatile styles.
Younger consumers now choose lighter garments, contemporary colours, short kurtas, and kurta-shirts for dinners, college events, and casual gatherings.
D2C brands like Kisah and Kora by NM are part of this second wave in men's ethnic wear, with regional players carving niches.
The article notes that more occasions do not automatically mean higher annual spending, so brands must create incremental demand.
Operational changes like shorter merchandise cycles, smaller initial orders, and faster replenishment are needed.
Inventory allocation must reflect regional differences, as the same festival does not generate equal demand across the country.
Marketing campaigns around 10 festivals do not automatically create 10 purchase decisions.
Incremental demand may come from new use cases like lighter kurtas for pooja, office Diwali collections, and coordinated family looks.

Men's ethnic wear accounts for only around 7% of the overall menswear market, per CRISIL.
The category sits in a slightly more premium space despite perceptions of affordability.
Repeat purchases are not regular, so customer acquisition costs cannot be spread across several transactions a year.
Brands need healthy economics on the first purchase or a way to move customers into adjacent occasions, price points, or categories.
Capital can address gaps in design capabilities, supply chains, and retail channel presence, but there is a risk of several brands competing for the same urban customer.

Kisah is a Kolkata-based D2C men's ethnic wear brand, cofounded by Yash Sarawagi.
Kora by NM is a men's ethnic wear brand, cofounded by Nilesh Chhadva.
These brands operate in the D2C space, selling directly to consumers online.
They focus on men's ethnic wear, including kurtas, sherwanis, and bandhgalas.
The brands likely target younger, fashion-forward customers seeking contemporary ethnic styles.
They may use marketplaces and quick commerce to scale without physical presence.
Multibrand retail partnerships and franchise-operated stores can expand with less capital.

Product: s ethnicwear brand
Customers: Men’s and kids’ ethnicwear shoppers, especially Gen Z and millennials
How it makes money: Sells ethnicwear through online channels, D2C, and offline retail stores
What sets it apart: Accessible pricing with an omnichannel model combining marketplace, D2C, and offline reach