PATTERNS AND MOTIFS: DRIVING FACTORS IN THE INDIAN PRINTED SAREE MARKET

Abstract

This study examines the preferences for distinct patterns and motifs in printed sarees within the Indian market, with a particular focus on their cultural and economic significance. This study employs a comprehensive examination of scholarly literature and market survey to elucidate the primary factors influencing consumer choices, encompassing regional customs, contemporary fashion trends, and the impact of digital printing technology. The findings indicate a significant inclination among consumers for traditional patterns such as paisleys and flowers, which are commonly associated with cultural heritage and regional distinctiveness, and exhibit a certain degree of alignment with However, there is a growing inclination among younger individuals to seek fusion designs that seamlessly integrate traditional patterns with contemporary visual expressions, therefore appealing to both traditional and innovative tastes. The report underscores the significance of customisation in the saree industry, driven by the proliferation of e-commerce platforms that enable purchasers to tailor design patterns according to their preferences. Moreover, the research underscores the economic impact of these preferences on the saree industry, particularly in relation to the production methods employed by indigenous artisans and renowned corporations. The findings suggest that while traditional concepts continue to be sought after, there is a noticeable tendency towards the adoption of experimental designs that align with broader evolutions in Indian consumer behaviour and fashion trends. This research provides a comprehensive analysis for designers, marketers, and industry stakeholders, highlighting the need of striking a balance between historical considerations and innovative approaches in order to meet evolving customer expectations in saree market.