How House of Pataudi Succeeded to Win The Hearts of Consumers 
How House of Pataudi Succeeded to Win The Hearts of Consumers 

Online fashion brand Myntra collaborated with Saif Ali Khan to launch House of Pataudi – an ethnic fashion brand to enable the vision of creating a bridge-to-luxury brand. The brand offers shoppers intricate and regal ethnic wear at accessible price points. The idea behind launching the brand on Myntra was to present fashion-forward customers of Myntra a brand that gives them a collection ranging from everyday to occasion wear with a dash of tradition married to an ethereal old-world charm. 

A lifestyle proposition to the consumers, House of Pataudi currently consists of apparel and footwear across men, women, and kids’ categories as well as soft furnishings in the home segment. 

The brand is an extension of Saif’s keen eye for design with exquisite craft and Indian heritage at the heart of it. Star power brings with it the advantage of visibility and reaches at an exponential rate, allowing the brand to establish itself very quickly in the minds and hearts of consumers. The love of people for Saif Ali Khan and his legacy has surely been one of the driving factors for the success of the brand.

After marking a mark amongst consumers, the brand has recently forayed into the offline space. Elaborating on the same, Manohar Kamath, CXO, and Chief, Myntra Fashion Brands said, “House of Pataudi has been one of the most consistent and sought-after ethnic brands on Myntra, with the brand observing a solid double-digit growth momentum, prompting a venture into the offline channel as well. The collection has now grown by more than 10X since its launch, while the establishment of brick-and-mortar stores across Bengaluru, Goa, Lucknow, Chennai, and the fifth and most recent one in Mumbai, will enable us to reach a wider audience that has a high affinity towards the brand.” 

Offering an Immersive Shopping Experience

The stores are designed to give consumers an immersive shopping experience, letting them soak in the culture and heritage of a forgotten old-world charm while drawing inspiration from the enchanting Indian architecture that reflects the rich story and history of Indian royalty.  

“Technology and innovation are crucial to the success of a brand as it allows us to create a unique experience for the consumers on the back of unparalleled access, speed, and convenience interventions. Myntra's pioneering social commerce initiatives help in shaping brand identity and visibility, while engaging with shoppers via visual content, thus integrating at different tiers paves way for the success of a brand,” he asserted.    

“Myntra has been at the forefront of enabling the creator economy with its immersive social commerce propositions. Myntra Studio hosts 1,000+ creators, while the platform's ingenious live shopping proposition, M-Live, allows hundreds of creators to effectively engage fashion and beauty enthusiasts. Style Squad, Myntra's army of stylish, loved, trusted, relatable, diverse, and high-performing content creators, consistently churn out compelling content that further elevates the shopping experience on Myntra,” he further added. 

The recent edition of the Big Fashion Festival saw Myntra host ~350 M-Lives, which had a mix of both brand-led and celeb-led engagements to entice consumers effectively. On average, M-Live has been witnessing a 100 percent engagement rate across its planned sessions, while witnessing significant growth in its live-streaming traffic. 

“We are witnessing disproportionate value being drawn out of social commerce across brands and creators alike. 

The importance of social commerce propositions also played out in the launch of the creator pass, a first-of-its-kind shopping pass for budding content creators with more than 2K followers on any social media platform to avail added benefits during the platform's recent marquee festive shopping event, the BFF.

A Complete Lifestyle Brand

House of Pataudi was conceptualized to offer a lifestyle proposition and the brand currently offers apparel (men, women, and kids), footwear (men and women), and soft furnishings in the home segment. In apparel, it currently offers 2,500-3,000 styles across the apparel, footwear, and home verticals. Broadly classifying, the brand has a smart everyday ethnic line called Rozana, a festive and exquisite indulgence offering called Jashn, and an extravagant and exclusive wedding range called Riwayat. 

“Each season, the team works hard to find crafts and designs which speak truth to the brand's aesthetics and language and works with the finest craftsmen to bring these designs and patterns to life. This season, our customers are in for a treat with some exquisite designs with crafts like Kantha, Kashidakari (Kashmiri embroideries), mirror work, and Gota Patti along with traditional Indian fabrics like Kota and Banarasi brocades, among others,” he elaborated.

Future Plans

House of Pataudi has been one of the leading occasion-wear brands on Myntra. In the course of the years, it has witnessed high double-digit growth for the brand. With the amount of love the brand has received from patrons, it has seen an accelerating growth trajectory on the Myntra platform in the ethnic wear portfolio and has also received some industry recognition.

“House of Pataudi has been a digital-first brand operating in the e-commerce space until recently. August saw the brand venture into its first physical outlet in Bengaluru’s Phoenix Market City and has now launched the fifth retailing outlet in Mumbai, following stores in Goa, Chennai, and Lucknow. The expansion has been an outcome of the customers’ expectations, admiration, and demand for the brand to be able to cater to their needs across multiple touch points and solve for accessibility,” he concluded. 

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