Myntra associates with Ministry of Textiles to support weavers & promote the handloom industry

Bengaluru, October 16, 2017: Myntra officially launched its CSR initiative in association with the Union Textile Ministry, to work directly with weavers and elevate their economic stature. The initiative also provides an impetus to the Government’s agenda to transform and revive demand for arts and handloom products in India.

The fashione-commerce major is committing itself along with some of its partner brands tobring artisans and their products online, providing them access to newcustomers and opportunities. These products will retail on Myntra via adedicated online store, thereby creating a one-stop shop for all handloomproducts. With over a decade’s experience in the industry and a proven trackrecord, Myntra emerged as the partner of choice for the Ministry to promote theinvaluable handloom tradition of India.

Taking thisinitiative a step further, Myntra is slated to launch a new handloom brand,during its upcoming annual Brand Summit, “The Tech Threads” on November 2 in Bengaluru. HonorableTextiles and Information & Broadcasting Minister, Ms Smriti Irani, who willbe present at the event, has been requested to unveil the new Handloom brand.This brand is aimed at reviving timeless Indian crafts, celebrating the beautyand rich legacy of India’s cultural heritage.

 

So far, about 49brands associated with Myntra have pledged to be a part of this initiative andsource handloom products from the weaver community. Some of the leading namesinclude, W, Biba, Peter England, Raymond, Welspun, Chennai Silks, Metro amongothers.  About 350+ CEOs, VPs and Brand Heads from various companies haveconfirmed their presence at this event. Speaking on the initiative, Ananth Narayanan, CEO, Myntra & Jabong,said, “It delights us to be a partof an initiative that is engaged in preserving our country’s rich textile andcultural traditions. Myntra’s first ever CSR program is committed towardsrejuvenating and growing the handloom sector by offering necessary assistanceto the weavers and garnering maximum support from likeminded brands for thecause. We are also aiming to achieve a 10X growth in sales of handloom ethnicwear for women, over the next one year.”

 

Over the next oneyear, Myntra will directly touch upon the lives of many weavers across thecountry. Currently, the new brand will showcase crafts such as Paramakudi,Chettinad, Upadda Jamdani Kuppalam, Mangalgiri, Venkatgiri, Mulkalmuru amongothers, of which Chettinad and Mulkalmuru are languishing art forms. Myntra isworking directly with weavers from Kamatagi, a small village in Hungund Talukof Bagalkot District in Karnataka, where the entire village is involved inMilkalmuru weaving, in order to showcase this languishing art at the nationallevel. 


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