Manyavar built India’s wedding-wear market. Now it’s losing ground

Manyavar, a pioneering brand in India's wedding-wear market under Vedant Fashions, is witnessing increased competition as the ethnic wear sector continues to expand. Once synonymous with traditional Indian wedding attire, Manyavar now faces challenges from a surge of new entrants eager to capture a share of this lucrative market. With more brands offering diverse collections, consumers are presented with a wider array of choices, diminishing Manyavar's once-dominant market presence. Adding to the brand's challenges is a noticeable shift in consumer spending habits. Weaker discretionary demand has become a significant concern, impacting Manyavar's sales figures. As economic uncertainties persist, potential buyers are either delaying purchases or opting for more affordable alternatives. This shift in consumer behavior has prompted Manyavar to reconsider its pricing and marketing strategies to remain competitive. Despite these hurdles, Vedant Fashions remains committed to revitalizing Manyavar's appeal in the ever-evolving ethnic wear landscape. The company is exploring innovative ways to distinguish itself, such as enhancing its digital presence and expanding its product line to include contemporary designs. By adapting to changing market dynamics and consumer preferences, Manyavar aims to regain its footing and continue to be a leading player in India's vibrant wedding-wear industry.

— Authored by Next24 Live