Indo Era: Discover Your Fashion,Define Your Style

Updated: June 25

Introduction to Indo Era

Indo Era, a women's ethnic wear brand, was founded in 2018 by Srishti Tanwani, Ambrish Miyani, and Deepak Sheta. They identified a gap in the market for affordable, stylish, and well-designed ethnic wear that catered to India's heartland. The company has grown to become a leading brand on e-commerce platforms like Flipkart, Myntra, and Amazon.

What They Do and Why It Matters

Indo Era designs and produces its own line of ethnic wear, focusing on quality and style. They have a strong focus on backward integration, partnering with contract manufacturers in key production hubs (Surat, Jaipur, Kolkata) and later integrating some of these into their own in-house units. They sell their products on e-commerce platforms like Myntra, Flipkart, and Amazon. They offer a 15-day return policy for items purchased directly from their website according to their website. 

Indo Era's designs are inspired by Indian heritage, including fabrics, colors, textures, and prints, while incorporating contemporary styles. They prioritize quality fabrics and comfortable designs, making their garments suitable for various occasions. They have become a leading brand in the women's ethnic wear category on major e-commerce platforms. Indo Era aims to appeal to the modern Indian woman, offering styles that are both trendy and timeless. Their focus on backward integration allows them to respond quickly to market trends and bring new products to the market faster than competitors. 

Financial Snapshot

In 2018, Indo Era forayed into an INR 16.8 Lakh Cr ethnic wear market for women. By FY24, it grossed a revenue of INR 500 Cr. The brand’s growth strategy is based on ecommerce and consumer mindset as it aims to enter the Unicorn big league by the next fiscal. Indo Era harps on quality control, while being agile in sync with ecommerce dynamics, and flexible in terms of evolving consumer trends.

Institutional Support and Future Prospects

Indo Era actively participates in fashion events like Jaipur Fashion Week, demonstrating their commitment to showcasing their collections and gaining brand recognition. Indo Era won the Best Ethnic Wear Brand award at the Tech_Thread_Awards_2024 by Myntra. This suggests a strong relationship with a major online retailer and recognition for their brand. Indo Era's collection was featured in The Times of India's Jaipur Times edition, highlighting their brand's visibility in print media. Indo Era collaborated with the actress Harnaaz Sandhu for a runway show, indicating a focus on celebrity endorsements and creating a buzz around their collections. 

Indo Era's participation in fashion events and award recognition point to their ambition to expand their reach and market share. The brand's focus on technology training programs and their award for innovation in ethnic wear suggest a forward-thinking approach to business and product development. The collaboration with Livaeco, a sustainable fabric brand, indicates a growing emphasis on sustainable practices and ethical sourcing. With their strong brand identity and focus on international languages, Indo Era has the potential to expand its reach beyond India. 

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