Taavi, Myntra’s private apparel brand has now partnered with about 1300 Indian artisans across various states to revitalize the collections.
This brand which was recently launched has various set of traditional apparels sold for men and women. The collections include embroidery works such as Kolkata’s kantha and Odisha’s sambalpuri ikkat.
The fashion brand is directly operating with local artisans to make the traditional designs and their
exclusives collections gain attraction of the Indian population. This is also to increase their customer base.
ET reported Amar Nagaram, head, Myntra saying, “The idea behind launching Taavi was to marry the traditional but unorganized Indian textile and handicraft sector with modern fashion sensibilities. It’s aim is to revive the languishing textile sector and local artisans. Myntra will leverage its reach to take traditional Indian textile arts and crafts to a larger audience.”
Collaborating with NGO’s such as Industree, a women empowerment organization in Bangalore and Kumari Foundation of Rajasthan it has executed a few projects earlier. Mytra’s portfolio includes nearly 2300 brands such as Nike, Levis BiBa and many others. It has 18 private labels which contributes to 25per cent of the overall revenue. The brand is planning to launch new fashion products like budiji shawls, kutchi work, lehariya and more.
The ideas come from the closest competition in the market where Amazon and Snapdeal are offering huge lifestyle product categories.