Niche e-commerce companies are gaining a lot of engagement due to high levels of customization and bespoke offerings that suit the Indian clientele. There is considerable traction in the space with both the number of consumers and the amount of transaction value increasing at a rapid rate.

The grey area in e-commerce is pricing and ethical trade. Niche e-commerce sites have a feature that allows access to ethical and fair trading. As most of these niche sites have a direct connection with the manufacturer, or are maintained by the manufacturer themselves, the service and pricing are excellent. The items are sourced directly from the artisans, or the bespoke items are tailored individually for the customer as per the size and fit requirements.

Working conditions of most significant brands are dismal and have been under the lens of global agencies for some years. But the working conditions of artisans are of global standards. And the modern customer likes to source their apparel from brands that follow responsible sourcing. The artisan gets their dues while the end consumer gets a piece of clothing that is utterly suitable. More local craft gets included in the mainstream, and local artisans get their due recognition.