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Myntra collaborates with Indian textile artisans for its private apparel segment

The fashion etailer has also collaborated with NGO’s such as Industree Bangalore, a women empowerment organization in Karnataka

, ET Bureau|
Last Updated: Sep 18, 2019, 06.47 PM IST
Currently, Myntra sells about 2300 fashion and lifestyle brands.
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Bengaluru: Flipkart-owned Myntra’s private lifestyle brand Taavi has collaborated with about 1,300 artisans from seven Indian states to revive Indian textile craft. The fashion brand, launched recently, sells apparel for men and women with traditional Indian embroidery such as Kolkata’s kantha and Odisha’s sambalpuri ikkat. It has been working directly with local artisans and through NGOs to make traditional Indian textile and embroidery mainstream to capture India’s millennial population and broaden the customer base of the platform.

Amar Nagaram, head - Myntra Jabong, said, “The idea behind launching Taavi was to marry the traditional but unorganised Indian textile and handicraft sector with modern fashion sensibilities. Its aim is to revive the languishing textile sector and the local artisans. Myntra will leverage its reach to take traditional Indian textile arts and crafts to a larger audience.”

The fashion etailer has also collaborated with NGO’s such as Industree Bangalore, a women empowerment organization in Karnataka, and Diya Kumari Foundation which is an outreach initiative for underprivileged women in Rajasthan to design the collections.

Currently, Myntra sells about 2300 fashion and lifestyle brands such as Nike, Arrow, Levis, Biba and Ferrari on its portal and services about 19000 pin codes. Myntra Fashion Brand (MFB) has 18 private labels which contributes to 25% of the overall sales. According to Nagaram, leading markets include most of Tier 1 and 2 cities.

In the next two seasons, Taavi plans to launch bujodi shawls, kutchi work, bagh print, lehariya, madhubani, chikankari and phulkari embroidery by roping in more artisans. The brand also plans to launch footwear and home category.

This comes at a time when other ecommerce giants such as Amazon and Snapdeal too are launching lifestyle categories that mainstream Indian textile and heritage. Snapdeal has launched hand-made bamboo home décor products from Jharkhand on its platform. The products were launched in partnership with Mukhyam Mantri Laghu Kutir Udyog Vikas Board (MMLKUB), an initiative of the Department of Industries, Government of Jharkhand. The selection includes a range of home and kitchen accessories and furniture made by the Kalindi and Sabars tribes from Jharkhand.

Recently, Maharashtra State Handlooms Corporation signed a MoU with Amazon India, as part of which the ecommerce company will launch handloom products maker, Indrayani Handloom, on its marketplace. The association is expected to increase the customer base for the company. Amazon through its Kala-Haat initiative already has about 2400 weavers, co-operatives, artisans and APEX bodies on board.

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