Reimagining the KURTA: Why Innovation Is Lagging Behind

The South Asian Kurta is a timeless garment, celebrated for its elegance and versatility.

Whether worn for formal occasions or casual outings, its simplicity and cultural significance make it a wardrobe staple across South Asia. Yet, as modern lifestyles evolve, one question remains: why hasn’t there been significant investment to make the traditional kurta more comfortable and adaptable for contemporary needs?

Here are some of our thoughts and reasons why innovation in this area has been slow—and what can be done to bring the kurta into the modern era.

 

1. Cultural Perception of Tradition

The kurta is deeply rooted in tradition, often associated with formal occasions, festivals, and religious ceremonies. This cultural reverence may discourage innovation, as altering its design could be seen as disrespectful or unnecessary. Many designers and manufacturers may prefer to preserve the kurta’s traditional form, prioritizing authenticity over modern comfort.

2. Focus on Mass Market Trends

Global fashion markets tend to prioritize Western-style casual wear, which often dominates investment and innovation. As a result, traditional garments like the kurta has not received the same level of attention, especially from international brands that cater to a global audience.

3. Lack of Consumer Demand

While there is undoubtedly a market for kurtas, the demand for “modernized” versions might not be as vocal or widespread. Many consumers are accustomed to the traditional fit and fabrics and may not actively seek innovation in this area. Without clear signals from buyers, most brands do not want to take the risk and invest in redesigning the kurta.

4. Challenges in Balancing Tradition and Modernity

Making the kurta more comfortable could involve experimenting with new materials, cuts, or features, but this can be a delicate balance. Over-modernization risks losing the garment’s cultural essence. Again these are all factors that we believe help explain why there aren't more clothing brands like En Route Designs. 

5. Limited Local Innovation Ecosystems

In many South Asian countries, the fashion industry is often dominated by small-scale artisans and traditional craftspeople. While these artisans excel at maintaining heritage, they may lack access to advanced technologies, modern materials, or R&D resources needed to innovate. 

 

 

We want to take a moment to share a personal story in regards to our 5 thoughts listed above. In 2023, we visited India for a family wedding and had the opportunity to visit some fabric and clothing manufacturers in India. We met some of the nicest business owners who openly shared what fabrics and materials are most commonly utilized. We discussed the possibility of creating a small batch of prototypes of the En Route Designs- Kurta Footie and Kurta Strechy we had drawings for. The clothing manufacturers thought it was a novel idea but did not have the fabric blend (cotton/bamboo/spandex) we required to create our version of the Kurta collar prototype. This challenge only raised our curiosity and forced us to go on this journey of finding the best fabric combination to create what we believe is the modern version of the Kurta and Kurta Footies for children.

Thanks for taking the time to read this and we feel incredibly lucky for the support and interest for En Route Designs. 

-Abhishek Bhaumik