Flipkart’s Fashion Boom Adds Sparkle to Its IPO Growth Pitch

As Flipkart eyes a much-anticipated IPO, one of its strongest cards is proving to be its booming fashion vertical—especially the ethnic wear segment. With over 6 million customers engaged in this category in the past year, Flipkart’s fashion story is fast becoming a vital part of its overall growth narrative. 

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Flipkart is Seeing Rising Demand for Ethnic Wear

The data speaks volumes: nearly 90% of ethnic wear sales on Flipkart come from repeat customers, showing high brand loyalty. This is significant not only from a revenue standpoint but also for IPO investors who look for strong consumer stickiness. The platform’s core ethnic wear buyers fall in the 25–35 age group, making it a youthful and trend-conscious segment.

The everyday ethnic wear category is growing rapidly across major cities such as Bangalore, Delhi, Kolkata, Hyderabad, Chennai, and Mumbai. Interestingly, emerging cities like Patna, Lucknow, Pune, and Guwahati are also becoming major demand centres—especially for non-festive, daily ethnic styles.

Growth in Tier 2 & 3 Cities  

Tier 3 towns and smaller cities now contribute to 55% of the ethnic wear shopper volume for Flipkart. This signals a huge market shift where convenience, affordability, and deep-rooted cultural preferences are converging. As per news reports, these areas are driving customer acquisition and playing a crucial role in Flipkart’s future plans.

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Breakdown of Ethnic Wear Shopping Trends  

In terms of buyer behaviour, 65% of women’s ethnic wear purchases on Flipkart are made by women themselves, while men’s ethnic fashion sees 88% of transactions initiated by male shoppers. This indicates a clear intent-driven purchase pattern, a valuable insight for future personalisation and inventory planning.

Flipkart is also witnessing surging interest in specific styles. Kurtas led the demand at 42%, followed by sarees at 24% and kurtis at 18%. Meanwhile, Anarkali suits saw a staggering 45X jump in sales, Chikankari kurtas grew 40X, and ready-to-wear sarees tripled in demand in May 2025 versus last year.

Conclusion 

As Flipkart prepares for its IPO, the success of its fashion category—particularly ethnic wear—adds a robust and culturally rooted layer to its business growth. By tapping into the fashion needs of Tier 2 and Tier 3 India, Flipkart is not just selling clothes; it’s building customer loyalty, expanding market reach, and crafting a compelling case for long-term investors.

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