Myntra's private lifestyle brand Taavi to revive Indian textile craft

In a bid to revive Indian textile craft, Taavi, Myntra’s private lifestyle brand, has partnered with about 1,300 artisans from seven Indian states.

Taavi has been launched recently. The fashion brand sells apparel for men and women with traditional Indian embroidery like Kolkata’s kantha and Odisha’s sambalpuri ikkat.

Flipkart-owned Myntra has been working directly with local artisans and through NGOs in order to make traditional Indian textile and embroidery mainstream and to capture India’s millennial population and broaden the customer base of the platform.

Amar Nagaram, Head, Myntra Jabong, said, “The idea behind launching Taavi was to marry the traditional but unorganised Indian textile and handicraft sector with modern fashion sensibilities. Its aim is to revive the languishing textile sector and the local artisans. Myntra will leverage its reach to take traditional Indian textile arts and crafts to a larger audience.”

Taavi is looking to introduce bujodi shawls, kutchi work, bagh print, lehariya, madhubani, chikankari and phulkari embroidery by roping in more artisans in the next two seasons. The brand also aims to launch footwear and home category.