Diwali Shopping Surge in Lucknow Fueled by Ethnic Fusion Fashion

With the festival of Diwali approaching, the markets in Lucknow are bustling with shoppers eager to embrace the holiday spirit through fashion. This year, a notable trend has emerged, characterized by a blend of ethnic wear and modern silhouettes, appealing to a diverse customer base. Traders anticipate a significant increase in sales, projecting a market worth over ₹800 crores across both organized and unorganized sectors.

For many, Diwali is a time-honored tradition of acquiring new clothing. Amarnath Mishra, president of the readymade wholesale association, noted that the demand for ethnic outfits remains strong. He stated, “Even though online shopping posed a major challenge over the past few years, we are now seeing people return to the markets and visit shops offline.” This shift signifies a revival of traditional shopping habits as consumers seek to experience the festive atmosphere in person.

The younger generation, however, is more focused on achieving the perfect “vibe check,” a term frequently used on social media. As a result, clothing purchases have become a reflection of personal style and social trends. Mohammad Afzal, state treasurer of the UP Adarsh Mandal and a readymade clothing shop owner, highlighted the financial implications of this trend. “People purchasing garments under ₹2,500 are benefiting from a reduced GST rate, while those buying above ₹2,500 are bearing the increased GST,” he explained.

When it comes to women’s fashion, a wide array of options is available. Popular items include lehengas, crop tops, sharara-kurtas, and sarees. Eesha Punjabi, owner of Eesha Kunal, shared insights into the global demand for ethnic wear. “Bright-coloured kaftans, fish-cut gowns, hand-embroidered co-ord sets, and Indo-Western dresses are among the most sought-after pieces this season,” she said. Additionally, ready-to-wear sarees featuring corset blouses have emerged as a top choice among shoppers.

Men’s Fashion Trends and Market Expectations

Men’s fashion is also witnessing a surge in popularity, with items such as printed kurtas, sherwanis, and short jackets leading the way. Ashok Motiyani, president of the UP Kapda Udhyog Vyapar Mandal, reported that linen and printed kurtas are particularly trendy among men of all ages. He noted, “Fancy embroidered sherwanis and kurta-pajamas are preferred, especially by those shopping for weddings. We’re not just expecting a boom but also a 25% growth from last year’s festive season.”

The market for ethnic wear is not just limited to traditional clothing. Prabhu Jalan, owner of Gita Vastralaya, mentioned that embroidered kurta-pajamas and crop tops with palazzos are flying off the shelves. He pointed out that Banarasi sarees are making a comeback, alongside dresses paired with capes and shrugs. “Even lehenga sets priced up to ₹8,000 are popular, along with lightweight sarees and ready-to-wear options,” Jalan added.

As Diwali draws near, the vibrant fusion of ethnic and modern fashion is set to not only enhance the shopping experience but also reflect the evolving tastes of consumers in Lucknow. With the market showing promising signs of growth, it is clear that the festive spirit is alive and well, driven by a blend of tradition and contemporary style.