Reliance Retail is all set to launch ‘Avantra’ – ethnic wear and saree brand

Reliance Retail is preparing for the launch of its ethnic wear and saree brand – Avantra. Since women’s ethnic wear market is set to grow at 10 per cent annually, this could be the reason behind foraying into the zone. As the festive season is round the corner, this announcement seems to be rightly timed from business perspective. Avantra’s brick-and-mortar stores will be mid-sized and in the economy range.

Reliance Retail will be partnering with regional weavers and a number of third-party brands, such as Pothys, Nalli Silks etc. Apart from clothing; accessories, jewellery, and tailoring services would be part of the new business initiative.The first store will open at Bengaluru, followed by several others in Karnataka and Andhra Pradesh.

Due to pandemic the ethnic wear market had witnessed a backseat. The focus shifted to clothes which modern India wears at home – chilled out comfortable clothing which is mostly fusion wear. It’s good to note that big conglomerates like Reliance is entering the ethic wear and saree wear market with people again starting to attend weddings and other festivities. Since ethnic wear industry is a source of earning for several Indian artisans, launch of Avantra is a good news!