Myntra partners with sustainable brands to launch 'Myntra for Earth Store'

By

Isabelle Crossley

Published
Jun 3, 2021

Flipkart’s online fashion arm Myntra has partnered with around 70 sustainable brands to launch over 5,500 fashion products on its new ‘Myntra for Earth Store’ and plans to continue to expand the venture. 

Myntra’s ‘Myntra for Earth Store’ is designed to promote sustainable fashion and features product categories including womenswear, menswear, children’s wear, and beauty products. Featured brands include Unnati Silks, Bharatsthali, Pothys, Metro Kids Company, Kama Ayurveda, FabIndia, Forest Essentials, Taavi, Roadster, Mngo, H&M, and Ether, among others. 
 
“The specially curated store recognises the fashion industry’s sustainability efforts and also aims at augmenting the income opportunities of artisans and NGOs involved,” said Myntra’s chief business officer Ayyappan Rajagopal, ET Bureau reported.

“Since its launch, Myntra For Earth store has received a phenomenal response. We are working towards scaling the number of brands in the store to ~2X by the upcoming quarter while adding another 4,000 styles to the existing assortment.”

Currently, shoppers aged from 21 to 35 constitute the largest demographic on the Myntra for Earth Store and around 40% of store visits are from metro areas. Around 62% of visitors to the sustainable store are women, according to the Walmart-owned brand.