Myntra’s private label brand Taavi collaborates with artisans

By

Maverick Martins

Published
Sep 19, 2019

Fashion e-commerce platform Myntra’s private label brand Taavi has collaborated with over 1,300 artisans from seven different Indian states for its new collections.
 

With this association, Myntra is looking to widen its customer base for its brand Taavi and will be targeting millennials to boost sales of the brand. Taavi sells apparel for men and women on Myntra made by the artisans using traditional Indian methods.
 
Taavi has plans to expand its product portfolio by launching footwear and home category over the next two years.

Commenting on the partnership, Amar Nagaram, head of Myntra Jabong said, “The idea behind launching Taavi was to marry the traditional but unorganised Indian textile and handicraft sector with modern fashion sensibilities.
 
“Its aim is to revive the languishing textile sector and the local artisans. Myntra will leverage its reach to take traditional Indian textile arts and crafts to a larger audience,” he added.
 
Currently, Myntra has 18 private brands which contribute 25 percent of its overall revenues. Myntra expects the contribution to go up to 30 percent by the next fiscal year.