Myntra, Jabong tie-up with celebs to attract eyeballs

Bollywood celebs, fashion and e-commerce are increasingly finding a common link between

them. Online fashion retailers such as Jabong and Myntra have in the past as well as recently partnered with Bollywood celebs to launch exclusive merchandise to woo young consumers.

Myntra has tied-up with Madira Bedi to retail her sari range and lead film director-producer turned designer Karan Johar’s Vero Moda Marquee. Jabong has partnered young actress Alia Bhatt bringing her line ‘Alia Bhatt for Jabong’. And Snapdeal has actress Shilpa Shetty Kundra's jewellery line Satyug.

Jabong saw its customer base increasing by 50,000 within a week of the launch of Alia Bhatt for Jabong collection consisting of ripped jeans, leather jackets and floral patterns. Myntra already retails Farhan Akhtar's Mard collection and Salman Khan's Being Human, besides Hrithik Roshan’s HRX. It had earlier roped in Bollywood celebrities like Kangana Ranaut and Ranveer Singh, who are brand ambassadors of its women's fashion brand DressBerry and in-house jeans brand - Roadster, respectively.

Estimated at 2.3 billion dollars (about Rs 13,900 crores) at present, online retail accounts for just 0.4 percent of the overall retail market in India, according to retail advisory firm Technopak. By 2019, the e-tail market is expected to reach between 19 billion dollars (over Rs 1,14,000 crores) to 38 billion dollars (over Rs 2,29,000 crores), accounting for 2 percent to 4 percent of the overall retail industry.