Koskii, the rapidly growing ethnic wear brand, is making significant strides in redefining how traditional Indian apparel is designed, marketed, and sold, according to a recent feature titled “How Koskii is Rewriting the Ethnic Wear D2C Playbook” published by Startup News Fyi. Founded by the Kalasha family and currently led by Siddharth Dungarwal, Koskii is positioning itself as a digitally native, direct-to-consumer (D2C) force in a sector historically dominated by fragmented offline retail.
The company, which started as a garment trading business over decades ago, has leveraged generational legacy while embracing contemporary digital strategies. With a focus on occasion wear targeted primarily at young Indian women, Koskii is attempting to bridge a longstanding gap between traditional craftsmanship and modern retail preferences. Its thoughtfully curated offerings include lehengas, sarees, gowns, and anarkalis, blending ethnic aesthetics with fashion-forward sensibilities.
What sets Koskii apart in the competitive ethnic wear market is its hybrid model, combining physical retail presence with a robust e-commerce platform. The brand has expanded to over a dozen brick-and-mortar stores across multiple Indian cities, while also cultivating a loyal online customer base. This dual-channel approach has enabled it to maintain a personalized shopping experience that resonates with Gen Z and millennial consumers, who demand both convenience and authenticity.
The company has made substantial investments in technology to streamline its supply chain, improve inventory efficiency, and personalize customer engagement. Koskii’s data-driven merchandising strategy helps it monitor regional preferences and customer behavior, allowing it to fine-tune product assortments and ensure better sell-through rates. The leadership credits this analytics-oriented approach for its ability to scale without losing the artisanal touch that defines ethnic wear.
Customer trust, according to Koskii’s leadership, is central to its growth equation. The company claims to maintain strict quality controls and a transparent pricing model, which it sees as critical in an industry often marred by inconsistent standards. Koskii also engages strategically with its audience through social media, storytelling campaigns, and influencer collaborations aimed at fostering a community rather than just a customer base.
As India’s festive and wedding wear sector continues to expand—bolstered by a young, aspirational demographic and increasing internet penetration—brands like Koskii are well-positioned to lead a new generation of ethnic fashion players. Whether its business model will influence the broader transformation of D2C ethnic retail remains to be seen, but its current trajectory suggests a shift in how tradition and technology can coexist in India’s fashion ecosystem.
The original article on Startup News Fyi offers a closer look at how Koskii is navigating operational complexities and consumer expectations to reshape the ethnic wear category. As D2C brands across India continue to multiply, Koskii’s evolution offers a compelling case study in combining legacy strengths with modern retail innovation.
