Myntra partners with Saif Ali Khan to launch ethnic wear brand ‘House of Pataudi’

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Online fashion platform Myntra has launched the ethnic wear brand ‘House of Pataudi’, in partnership with Bollywood actor Saif Ali Khan and Exceed Entertainment. Myntra adds another private label, as it looks to tap into the largely unorganised ethnic wear market in India.

The news comes soon after it was reported that Walmart is selling Myntra’s private label “All About You”, endorsed by Bollywood actress Deepika Padukone, in its stores in Canada.

House of Pataudi will be selling both ethnic wears for both men and women, which will include kurtas, sherwanis, Nehru jackets, lehengas, and dresses. The online fashion retailer expects the brand to become the number one ethnic wear brand on its platform while aiming to open offline stores for the brand.

“The Pataudi’s are popular for their sophistication and rich heritage as well as reflect a strong sense of culture and tradition. The brand’s design team has worked closely with Saif Ali Khan, inspired by his own personal style statement,” said Myntra in a media statement.

It is to be noted that Flipkart-owned Myntra has 14 private brands on its platform, including Hrithik Roshan‘s HRX, Roadster, Dressberry, and Anouk, among others. These in-house brands account for 25% of the firm’s overall revenue.

Myntra is looking to launch offline stores for some of its private brands, it aims to launch 100 stores in the next two years, of which 50 will be Roadster stores, followed by HRX.

According to reports, HRX is among one of the top-selling brands on Myntra, with annual sales of over ₹100 crores. With the huge opportunity in the ethnic wear segment, the fashion e-tailer expects House of Pataudi to grow.

Ananth Narayanan, CEO of Myntra-Jabong, expects the ethnic wear market in India to be worth ₹70,000 crore, creating a huge opportunity for the online fashion platform, considering the majority of the market remains unorganised.

Other players competing with Myntra in the ethnic wear segment include Craftsvilla, Limeroad, FabIndia, Indya, and Zipker, among others.

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