In a bid to tap into the largely unorganised ethnic wear market, online fashion platform Myntra has launched an ethnic brand with actor Saif Ali Khan. Known as ‘House of Pataudi’, Myntra co-owns majority of the brand along with Khan and Exceed Entertainment.
This comes as the company continues to push its inhouse brands, which form one-fourth of the company’s revenues. “We have seen a lot of searches for ethnic wear on Myntra and decided to launch a brand for both men and women for all occasions,” said Ananth Narayanan, CEO of Myntra-Jabong.
“We expect it to become the number one ethnic wear brand on Myntra in the next three years with a potential to have its own brand stores, but for now it’s only online.”
Source: The Economic Times