Myntra collaborates with actor Saif Ali Khan for ethnic brand ‘House of Pataudi’

By

Maverick Martins

Published
Oct 22, 2018

Online fashion retailer Myntra has collaborated with Bollywood actor Saif Ali Khan to launch ethnic brand ‘House of Pataudi’ to tap into the ethnic wear market in India.
 

Myntra will have a major stake in the brand while Khan and Exceed Entertainment will be the other stakeholders in the brand.
 
“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,” Ananth Narayanan, CEO of Myntra-Jabong, told the Economic Times.

“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,” he added.
 
The brand is expected to perform well on the platform as it is the first private label by Myntra offering men’s ethnic wear. The timing of the launch is also apt as the festive season is underway and with India’s biggest festival Diwali round the corner, the brand is expected to do good business in the coming days.
 
Myntra has planned massive offline expansion for its private labels with 100 stores in the next two years. It remains to be seen if Myntra would risk opening exclusive brand outlets for its new brand ‘House of Pataudi’.
 
Myntra had earlier said that it plans to open offline stores for its more established brands Roadster and HRX.