Myntra expands ethnic wear category, launches Meena Bazaar

By

Isabelle Crossley

Published
Dec 7, 2021

As online multi-brand fashion retailer Myntra prepares for its largest sale event of the year this month, the business has partnered with Meena Bazaar to launch the brand on its platform and bolster its ethnic wear offerings.   

Meena Bazaar is now available on Myntra’s e-commerce website, the business announced in a press release on December 7. The brand made its debut on the platform with a selection of 350 premium womenswear products including sarees and lehengas and its collection will be expanded to feature 700 products in the coming two months. The brand aims to target millennial and Gen-Z shoppers ahead of the winter wedding season and help promote Myntra’s upcoming ‘End of Reason Sale’. 
 
“Myntra continues to be the destination of choice for leading brands to extend their offering to fashion-forward customers across the country,” said Myntra’s chief business officer, Sharon Pais, in a press release.

“It is a privilege to onboard an iconic fashion brand such as Meena Bazaar that has served generations of shoppers, onto our platform. We believe this association will go a long way in creating a strong impression in the minds of shoppers about Myntra and its fashion proposition as we cater to the widest segment of audiences with an array of options to choose from across price points. Ethnic wear is a category with strong growth prospects and we are betting big on this category, especially ahead of our flagship biannual fashion event, EORS, slated to be held this month. We look forward to a meaningful association with Meena Bazaar.”   
 
“An alliance with Myntra will be an opportunity for various customers to experience our brand who are currently unable to,” said Meena Bazaar’s founder, Anu Manglani.

“Furthermore, customer convenience will be enhanced by avoiding the current pollution levels, travel time, and costs associated with shopping offline. From a product perspective, a number of products unavailable offline will be available on Myntra. We are extremely excited to start this journey and see a very bright future ahead."
 
Meena Bazaar was originally founded in 1970 with a small boutique and now retails its ethnic wear internationally. The brand has 70 stores across India and retails in 45 countries.