Not Just Style-Led: Soch is Redefining Ethnicwear with Innovation & Personalisation

Since its inception in 2005, Soch has carved a unique identity in India’s ethnic wear landscape, positioning itself as a go-to destination for elegant evening and occasion wear. With an instinctive grasp of evolving consumer preferences, the brand has consistently stayed ahead of the curve; blending India’s rich textile traditions with contemporary aesthetics. Soch’s collections are thoughtfully curated to reflect both festive grandeur and everyday grace, making it a trusted choice for women who desire cultural authenticity with a modern touch. From its first store in Bengaluru’s Koramangala to over 175 exclusive outlets across 70 cities today, Soch’s retail strategy is both expansive and omnichannel, spanning standalone stores, shop-in-shop formats, leading e-commerce platforms, and most recently, its first international store in Brampton, Canada.

At the heart of Soch’s journey is Vinay Chatlani, Co-Founder & CEO, who leads the brand’s creative and operational vision—from store design and visual merchandising to brand positioning and marketing. Under his leadership, Soch has grown into one of India’s foremost ethnic wear retail chains, employing over 1,400 people and continuing to scale new milestones. With a vision to be among the top three women’s ethnic wear brands in India in the next two years, Vinay remains committed to nurturing the brand’s core ethos of joy, celebration, and cultural pride.

In an exclusive conversation with IMAGES Business of Fashion, Vinay offers valuable insights into the dynamic and fast-evolving ethnic wear category through the lens of Soch. He also sheds light on the brand’s strategic approach and its vision for the road ahead.

What are the biggest opportunities and challenges you foresee in the ethnic wear space in the next 3 years?

Over the next three years, the ethnic wear market is poised for significant transformation, driven by both exciting opportunities and complex challenges.

Opportunities
● Growing shift toward conscious consumerism
● Increasing demand for regionally rooted narratives in fashion
● Expanding global Indian diaspora driving international interest
● Technology-driven solutions enabling better discovery and personalisation

Challenges
● Standing out in an oversaturated content landscape
● Balancing affordability with premium brand positioning in a price-sensitive market

What ethnic wear categories are seeing the highest traction for your brand currently?

Indian shoppers are increasingly gravitating towards high-quality, exquisitely crafted traditional garments for special occasions, signaling a clear shift towards luxury and sophistication. At Soch, we’ve responded to this evolving preference by deepening our focus on premium evening and occasion wear. Sarees and Salwar Suits have emerged as the highest traction categories for the brand, becoming significant contributors to our growth. This strategic emphasis allows us to cater to the rising expectations of our discerning customers who seek elegance, craftsmanship, and cultural resonance in every outfit.

What according to you are some of the major trends shaping the ethnicwear segment?

Some major trends include:

• The rise of fusionwear and multi-functional silhouettes
• A growing preference for breathable, natural fabrics
• Content-driven discovery, especially among Gen Z and millennials

At Soch, we’re responding through innovative collections that blend traditional motifs with modern cuts, capsule edits focused on seasonal moods, and storytelling campaigns like “Stories of India” that resonate deeply with young audiences.

What innovations are you bringing to your ethnic wear collection (e.g., silhouettes, fabrics, multi-use garments, cross-category expansions)?

We’re constantly experimenting with hybrid silhouettes that offer versatility—like tunic sets that double as workwear or festive kurtas styled for both day and evening. Recent innovations include prints, stretch blends for comfort, and cross-category pairings to encourage mix-and-match styling. We’re introducing silhouettes that redefine the boundaries of ethnicwear, making the segment more appealing to a younger, fashion forward audience that enjoys experimenting with style and form. These are complemented by cross-category pairings to encourage mix-and-match styling.

How frequently do you introduce new designs?

Our major collection drops arrive during summer and Festive seasons—two key moments in the Indian fashion calendar. In between, we keep the momentum going with fresh new arrivals every fortnight, offering style-led updates and capsule edits inspired by regional stories, trends, and occasions.

How are you enhancing customer experience across retail touchpoints—be it personalisation, virtual try-ons, or styling support?

At Soch, enhancing customer experience across every retail touchpoint is a key priority. With presence pan India, we focus on delivering a warm, consultative in-store experience—offering personalised styling support, curated looks, and trained staff who understand regional preferences.

Digitally, we’re strengthening our D2C platform with features like size guidance tailored to Indian body types, easy navigation by occasion or category, and personalised recommendations through our Soch Circle program. We’re also exploring styling tools to bridge the gap between online discovery and offline experience. To further enrich the in-store journey, we’ve introduced both physical catalogues and touchscreen digital catalogues to help customers browse collections with ease. Our goal is to ensure every interaction—whether online or in-store—feels seamless, thoughtful, and rooted in the lifestyle of today’s ethnicwear consumer.

Do you also have a size-inclusive line?

We offer an extensive size range available from XS to 2XL, with measurements going up to 43” bust and 46” hip, designed specifically to suit diverse Indian body types. We firmly move away from the ‘one size fits all’ approach, understanding that beauty and comfort come in all shapes. Our fits are continuously refined through customer feedback and data to ensure that every woman finds styles that flatter her naturally unique silhouette. Inclusivity isn’t just a feature—it’s central to our design philosophy.

How are you curating your festive collections to stand out in a competitive market?

Soch has a deep understanding of the diverse festive needs of customers across India. This festive season, our collections are thoughtfully curated to reflect regional preferences and seasonal celebrations—ranging from traditional sarees and salwar suits to contemporary fusion wear and modern-cut suit sets. We’re offering an expansive range that caters to every ethnicwear need, ensuring every woman finds something that resonates with her personal style and cultural roots. Our festive campaigns this year continue to lean into storytelling and nostalgia, blending timeless traditions with a modern aesthetic to create emotional relevance and stand out in a competitive festive market.

Are you seeing any shift in wedding shopping behaviour?

Yes, we’re seeing a shift towards practical opulence—outfits that are festive yet reusable. Bridesmaids, guests, and even brides are opting for lighter, modular pieces that offer flexibility without compromising on style. There’s also a notable shift towards online discovery and planned purchases over impulse buys.

How many sales touchpoints do you have, and what are your expansion plans in terms of retail, e-commerce, and other distribution channels?

Soch currently operates over 170 exclusive brand outlets across India, complemented by a strong presence on all major marketplaces and our own D2C e-commerce platform. We’ve already built a robust omnichannel ecosystem—integrating hyper-local delivery, and seamless online-to-offline experiences—to ensure we meet our customers wherever they are. Our ongoing expansion continues to focus on deepening this connected retail experience, reinforcing convenience, accessibility, and service excellence across every touchpoint.

Are you seeing traction from international markets or the Indian diaspora for your ethnic wear offerings? Do you localise your collections or marketing for overseas markets (e.g., USA, UAE, UK)?

Absolutely. The diaspora audience, especially in the US, UAE, and UK, is an emerging growth driver for us. Our e-commerce platform caters to global shipping, and we’re beginning to localise marketing campaigns around Indian festivals celebrated abroad. Customising product drops for time zones and occasions specific to the diaspora is a key focus going forward.

What is your growth outlook for FY26–27? Are you targeting new categories, geographies, or consumer segments?

We’re optimistic about strong growth in FY26–27, led by deeper regional penetration, enhanced D2C engagement, and a sharpened focus on strategic category development.

We’re expanding into adjacent segments such as accessories and footwear, while also planning online exclusive lines (SMUs) — to drive differentiated value for our digital consumers. In parallel, we’re exploring designer collaborations to bring fresh creative perspectives and strengthen Soch’s position as a fashion authority.

On the consumer front, we’re tailoring experiences for Gen Z through content-driven, socially engaged storytelling, trend-forward collections, and digital-first campaigns. These collective efforts are designed to build long-term relevance and accelerate Soch’s consumer centric growth journey.

How seasonal is your business around weddings and festivals? What percentage of your annual sales comes from these periods?

A significant portion—close to 55%—of our annual sales is driven by the festive and wedding seasons. These peak periods allow us to showcase our most intricate craftsmanship and vibrant design narratives.

Could you share a recent campaign or influencer collaboration that created strong engagement?

One of our most impactful recent campaigns has been “Stories of India,” where we collaborated with regional creators to bring alive the essence of different Indian cities through a cinematic, storytelling-led lens. We focused on the lived experiences, cultural nuances, and emotional connections people have with their hometowns—narrated in the creators’ own voices.

This creator-driven approach allowed us to showcase Soch in an organic, non-salesy manner, blending fashion seamlessly into real, nostalgic narratives. The campaign resonated deeply with Gen Z and Millennial audiences, driving high engagement across platforms and contributing to increased brand discovery and affinity. It’s a strong example of how storytelling and regional pride can power content-driven commerce.