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Published
Jun 11, 2021
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Myntra’s ‘Taavi’ grows 2.5 times amid Covid-19 pandemic

Published
Jun 11, 2021

Fashion e-commerce platform Myntra has claimed that its art and handicrafts brand, ‘Taavi’, has grown 2.5 times, despite the Covid-19 disruptions over the last two years since its inception.
 

Myntra’s ‘Taavi’ grows 2.5 times amid Covid-19 pandemic - Myntra


On the back of its success, Myntra plans to further strengthen the presence of its brand Taavi in the Indian market by onboarding 5.000 more artisans this year.
 
The brand currently works with over 10,000 artisans offering products in four categories, including, men, women, women’s footwear, and unisex personal care.

Commenting on the success of Taavi, Manohar Kamath chief of Myntra’s fashion brands, in a statement saidL “With every weave of Taavi, we bring an aspect of livelihood to the idea of knitting together, age-old culture with modern sensibilities, enabling over 2.5X growth since its launch. The pandemic and its economic repercussions have been quite harsh on the community of weavers and artisans, causing distress to the already ailing sector.”
 
“In a commitment towards the well-being of the artisan community, we decided to extend a helping hand for the artisan ecosystem to sail through the situation and have placed 3X of repeat orders with our partners,” he added.
 
Myntra had launched Taavi as a home-grown Indian art and handicrafts brand in 2019. Currently, Myntra has over 20 private brands which contribute 25 percent of its overall revenue.

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