Siyaram, and OCM, traditional textile giants with focus on menswear are now marking their entry into the ethnic women’s wear segment with target audience women in the 25 to 30 age group having disposable income in excess of Rs.50, 000.

Siyaram, the first mover, with its ‘Siya’ brand, Delhi-based OCM has roped in Pakistan’s designer brand Sana Safinaz to make a foray into the ethnic women’s wear segment.

Nitin Jain, ceo & managing director of OCM India said there is no national woman’s ethnic wear fabric brand and it is time for them to address the segment. Being an almost 90-year-old textile player in worsted suiting for men, which will continue to be their mainstay, the tie-up with Sana Safinaz will mark their entry into the ethnic branded fabric for women.

Keeping away from stand-alone stores due to prohibitive real estate costs, OCM will sell its women’s ethnic wear range from about 1,300 multi-brand outlets. Siyaram has been experimenting with women’s ethnic wear for almost a year under the Siya brand of unstitched and readymade garments. Considering the group also had a sari range under the ‘Rajkamal’ brand years ago, it may re-enter the segment under the Siya brand in future.

Siyaram has the advantage of owning about 200 franchise outlets, which can also distribute its women’s ethnic wear along with menswear, which would continue to be the mainstay of the brand.

According to retail consultancy Technopak, the size of the Indian woman’s ethnic wear segment is estimated at Rs. 20, 700 crore, with growth rates in excess of 10 per cent. The primary players include brands such as Biba and Global Desi, which are backed by private equity giants, as well as e-commerce brands such as Indian Roots and Craftsvilla.