Several e-commerce sites have seen an increase in the number of shoppers purchasing this garment,
Clearly, the shopping patterns of the new age consumers are changing and how. They are choosing to shop from the comfort of their homes and avoiding the hassle of dealing with salesmen. However, in a surprising revelation, the online markets have suddenly warmed up to the humble sari — debunking the regular ritual of investing hours, scanning several stores, touching the fabric and even getting a trial drape!
Experts reveal that women from not just metros, but also from smaller cities are shopping for saris online. Due to this, online portals are now collaborating with major brands and offering a wide array of designs — which may not be available in all the stores. Moreover, with the growing demand, retailers from small cities are engaging in partnerships with fashion websites which makes their business boundless.
Paritosh Bindra, Head Product Sourcing, snapdeal.com reveals that the site houses over 4,000 saris. “You can search for a particular brand or style of sari,” says Paritosh, adding, “The online buyer is mostly between the age bracket of 18 and 30, and has no inhibitions in experimenting in terms of both design and price range.”
While Surat saris with prints/embroideries, lehengas in georgette and chiffon amount to 60 per cent of the sales, Banarasi, Bandhani, Kantha, Lucknowi, Block print, Maheshwari, Ikat, and Bhagalpuri silk saris are also a hit.
Krishna Motukuri, Managing Director of Tradus.com, feels that it is the convenience of browsing through hundreds of saris that has drawn most women to online stores. “Besides, unlike shopping for dresses and shoes, one need not be apprehensive about the perfect fit as one sari fits all,” he adds. Even online portal Fashionandyou.com has witnessed an increase in sari sales.
Designer AD Singh, who also has an online portal besides his studio, points out that he manages an extra 15 per cent sale due to online orders. “Earlier we had only International buyers shopping online, but of late, Indian consumers too are going for this option. It’s easy for those who can’t make an appointment to the store. However one needs to be wary of the the occasional difficult consumer,” adds AD.
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