Myntra launches ethnic brand House of Pataudi

In a bid to tap into the largely unorganised ethnic wear market, online fashion platform Myntra, has launched an ethnic brand in collaboration with Bollywood actor Saif Ali Khan. Known as ‘House of Pataudi’, Myntra co-owns majority stake in the brand along with Khan and Exceed Entertainment. Ethnic wear in India is a Rs 70,000-crore market, with majority of it being in the unorganized market, making it a great opportunity for the fashion e-tailer. Myntra expects House of Pataudi to have good potential as India lacks ethnic wear brands in the country.

Myntra also plans to launch stores for some of its other private labels. The Flipkart owned company aims to launch 100 stores in the next two years, of which 50 will be Roadster stores, followed by HRX. While Roadster is the company’s fastest growing outdoor lifestyle brand, HRX is actor Hrithik Roshan’s athleisure brand, whose majority stake is owned by Myntra.