After decades of courting wedding goers and fashion seekers, homegrown luxury ethnic wear brands such as Manish Malhotra and House of Masaba are now also wooing large investments. How has corporatisation of the largely unorganised market changed the industry—and is global domination the ultimate goal?
In 2009, Masaba Gupta started her fashion label, House of Masaba, then a boutique brand that opened to fanfare for its signature prints and contemporary take on Indian wear. In 2015, however, it seemed like ‘nothing was clicking’.
(This story appears in the 17 November, 2023 issue of Forbes India. To visit our Archives, click here.)