Abstract:
Indian clothes are quite prominent domestically and internationally. India is a symbol of unity in diversity depicts a variety of dressing style. Indian dressing style is highly influenced by the culture and climate of varied states. Different ethnic wear rules the Indian dressing style. Apparel market is very versatile as it is strongly influenced by the culture of the community, fashion set by celebrity, fads adopted by people. It is observed that Indian costumes offer multiplicity of colours, designs, embroidery which largely exhibits the dexterity of dissimilar communities. The organized market for designer apparel is about ‘250 crore and designer wear calculates to less than 1 % of the apparel market. The global market for designer wear is 5 % of the total apparel market and the global market for designer wear industry is largely dependent on the small-scale sector. More than 81 % of the population under 45 years of the age is fashion conscious .Today the fashion designers and management experts foresee an average growth of about 10-12 % of the Indian fashion industry in the coming years (Indian Mirror, n.d.). Present paper tries to explore entrepreneurial opportunity in women’s apparel especially ‘Kurtis’. The paper concludes with the identification of the type and style of ‘kurtis’ in demand, segmentation of the product and target market.
