Retail giants like Reliance Retail and Aditya Birla Fashion and Retail (ABFRL) are trying to catch a bus they have missed in the past – India’s Rs. 1.5 lakh crore ethnic wear market. The success of brands such as W, Aurelia, Fab India and Biba in a market thought to be unorganised and impenetrable seems to have inspired Reliance Retail and Aditya Birla Fashion to venture into ethnic wear.
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