Surat's Traditional Lehenga Market Flourishes During Festive and Wedding Seasons

Surat: As the festive season approaches, the demand for traditional lehengas surges across India. Surat, an industrial hub, plays a significant role in producing these lehengas, with its intricate embroidery work being highly regarded. Surat’s embroidery is considered second only to Kutch's famous Kutchhi work in terms of beauty and craftsmanship. Traditional lehenga-cholis are in constant demand, particularly for weddings and special occasions. From young girls to women, lehengas are a preferred choice, especially during festivals and weddings, making them the go-to attire for most women during these times.

High Demand for Bridal Lehengas During Weddings: Vivek Bajari

Vivek Bajari, a trader from Millennium Market, shared with *Loktej* that lehengas, also known as chaniya cholis or lachas, are in high demand during both the festival and wedding seasons. "During the festive season, fancy traditional (ethnic) dresses are more popular, while for engagements and weddings, there is a greater demand for bridal lehengas," he explained. "We offer a wide range of lehengas priced from ₹600 to ₹10,000, which are supplied to markets across the country. Additionally, international buyers from countries like Australia, Canada, South Africa, Nepal, Bhutan, and Mauritius purchase our products for resale," he added. With Diwali approaching and a favorable wedding season predicted for 2025, Bajari expects demand for lehengas to remain strong in the coming months.

Focus on Quality Over Quantity: Jetharambhai

Jetharambhai, who runs *Gaumata Textiles* in Awadh Textile Market, highlighted the importance of embroidery in the designs of Surat’s lehengas. "After Kutchhi work, Surat’s embroidered lehengas are highly sought after across the country. We use fabrics like Dola silk, Banarasi, and pure Langda Patti silk with mirror work to create stunning lehengas that are known for their wide flare and beautiful embroidery. This is why there is a continuous demand for our lehengas," he stated. 

Jetharambhai also shared insights into their production process, saying, "We start sourcing raw materials in May, with processing taking place in June, followed by sampling in July. By the end of July, the lehengas are fully ready for sale. August and September are our busiest months, with traders from Delhi, Jaipur, Banaras, Gorakhpur, and Pune visiting Surat to place orders for fancy lehengas and other items like sarees and suits."

Focusing on quality, Jetharambhai emphasized, "We prioritize quality over quantity. The high quality of our goods ensures that there is almost no return of products from the markets we supply to."

Surat’s lehenga market, with its intricate designs and attention to detail, continues to attract buyers from all over India and abroad, solidifying its reputation as a leading producer of traditional attire.