PYJAMAS OUT, POWER SUITS IN: CLOTHING AND COSMETICS DEALERS BENEFIT AS INDIANS RETURN TO THE WORKFORCE

• Top cosmetics, clothing and jewellery brands of India have witnessed an increase in sales as work-from-office gains pace.
• Online retail brand Myntra said the most popular work wear for Indians include kurtas and formal shirts.
• There was an increase in blings and cosmetic products post-pandemic, leading retail brands revealed.

Crisp white shirts, blazers, and even kurtas are selling like hotcakes as Indians return to work and refuse to trash their last-season formal apparel. According to a MotilalOswal research, Aditya Birla Fashion has benefited from the trend, with formal work wear accounting for more than 45% of total sales in the first quarter of this year. Even as the festive theme takes over most sales in the next months, the company anticipates formal wear to rise further, according to the study.

Myntra, online apparel shop, also told Business Insider India that it has observed an increase in formal shirts and slacks, shift dresses, ties, blazers, and even shoes in recent months. The first half of the year saw a 10-fold growth in the segment since the first half of 2018. “Some of the popular brands on the platform for workwear include Allen Solly, Mango, Louis Phillipe, H&M, Dressberry, Arrow and Van Heusen,” said Sharon Pais, chief business officer at Myntra.