The salwar kameez is no longer a traditional Punjabi dress. It has been completely modified and stylized into a beautiful cosmopolitan and contemporary garment. Indian women extensively wear it. The requirement is spreading to international markets.  There is a huge potential for salwar kameez retailers. For years, only local retailers were in business. Now the trends are changing. The ethnic wear market is more organized. Big retailers have opened specialty chain stores across India for selling salwar kameez. Some of the notable specialty chain stores specializing in salwar kameez are Fabindia, W, Good Things and Biba. Even departmental stores have introduced their special ethnic wear private labels such as “Kashish” of Shoppers Stop, “Srishti” of Pantaloons and “Rudra and Kaanz” of Big Bazaar.

The reason why retailing of readymade salwar suits is picking up so rapidly is mainly due to the exclusiveness of designing and styling the retailers have been able to provide customers. They cater to different market segment and target customers. For instance let’s take the positioning three leading readymade salwar kameez stores: Fabindia is moderately priced, seeked by all age groups for their soothing and exclusive range of cottons with simplistic and standard silhouettes. W is more young and contemporary in their styling and appeals for casual and semi formal wear. Biba store is quite up market, with a modern look and careful detailing and intricate work. They also have pre-stitched materials on sale. They also cater outfits to film productions. Recently Juhi Chawla was their ambassador.