How Much Inventory
Should You Buy?
The most common mistake new wedding wear retailers make: buying too much of one category, not enough of another, and running out of the best sellers mid-season. Here is what we've seen work across our retail partner network.
| Category | % of Initial Inventory | Why |
|---|---|---|
| SherwaniWedding ceremony wear | 30% | Highest ticket, strongest emotional purchase. Customers spend most here. |
| BandhgalaVersatile occasion wear | 25% | Broadest demand across age groups and functions. Repeat buyer category. |
| Formal SuitsReception & corporate | 20% | Year-round demand beyond wedding season. Drives steady revenue. |
| Indo-WesternModern fusion | 15% | Growing fast. Younger customers. Higher ticket for reception looks. |
| Kurta SetsFestive & casual | 10% | High frequency, lower ticket. Drives footfall and repeat visits. |
Which Colours
Move Fastest?
Colour is the decision most retailers get wrong. They buy what they personally like, or what looked good in the catalogue. Here is what actually sells, by category.
| Category | Fastest Moving | Strong | Slow |
|---|---|---|---|
| Sherwani | Ivory, Cream, Off-White | Wine, Maroon, Navy | Orange, Yellow, Pink |
| Bandhgala | Black, Navy, Burgundy | Olive, Forest Green | Light Pastels |
| Suits | Black, Charcoal, Navy | Champagne, Burgundy | Bold Brights |
| Indo-Western | Wine, Navy, Olive | Rust, Deep Teal | Pastels, Light Grey |
| Kurta Sets | White, Ivory, Pastel | Festive Brights | Very Dark Tones |
Size Ratios:
What to Order.
Most retailers over-order large sizes and run out of medium. Here is the ratio that works for most North and East Indian markets based on our retail partner data.
| Size | Recommended % of Order | Notes |
|---|---|---|
| 38 (S) | 10% | Lower demand in most Tier 2 markets |
| 40 (M) | 25% | Strong across all cities |
| 42 (L) | 30% | Highest volume — your most important size |
| 44 (XL) | 25% | Strong in most North Indian markets |
| 46 (XXL) | 10% | Lower volume but important to have |
When to Order
for Each Season.
The biggest mistake: ordering too late. By the time most retailers think about restocking, the best designs are already sold out at the supplier level. Here is the timeline that works.
| Season | Order By | Peak Selling | What to Stock |
|---|---|---|---|
| Wedding Season 1Nov – Feb | September | Oct–Jan | Heavy wedding wear — sherwani, bandhgala, suits |
| Eid SeasonMar – Apr | February | Mar–Apr | Kurta sets, light ethnic wear, festive bandhgala |
| Wedding Season 2Apr – Jun | March | Apr–May | Full wedding collection, indo-western for receptions |
| Diwali SeasonSep – Oct | August | Sep–Oct | Festive kurtas, bandhgala, lighter ethnic sets |
5 Mistakes Most
New Retailers Make.
❌ Buying too many colours, not enough depth per colour
A retailer with 1 piece each in 20 colours looks scattered. A retailer with 4–5 pieces in 5 strong colours has a curated collection. Depth per colour is how you close sales — the customer who can't find their size walks out.
❌ No sherwani, only bandhgala
Many retailers avoid sherwani because of the higher investment. But the groom who comes for a sherwani is your highest-value customer. No sherwani means he goes somewhere else — and often takes his family's purchases with him.
❌ Ordering from too many suppliers
Multiple suppliers means inconsistent quality, inconsistent sizing, and no real relationship with anyone. One or two trusted wholesale partners means you know what to expect and they know your market.
❌ Late ordering for wedding season
The best designs sell out in September for a November wedding season. Retailers who order in October get the leftovers. Order two months before the season, not one week before.
❌ Ignoring indo-western because it feels risky
Every retailer who added indo-western three years ago is now seeing strong repeat demand. Younger customers want it. A 15% allocation to indo-western is not a risk — not having it is what's risky now.
Ready to Build
Your Wedding Wear Store?
English Channel guides its retail partners on what to stock for their specific market. WhatsApp us — we'll help you build the right opening collection for your city and store size.
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