Myntra Launches Indifusion, an Indo-fusion wear brand Ahead of EORS-17

Prior to its marquee bi-annual fashion event, EORS (End of Reason Sale), which is scheduled to go live from December 10-16 for its 17th edition, Myntra launched ‘Indifusion’, a celebrated fusion wear the brand on the platform, further bolstering its Indian ethnic wear brand portfolio.

The brand's partnership with Myntra will mark its first association with an online platform in India.

Indifusion’s selection on the platform comprises more than 350 styles, across kurtas, kurta sets, ethnic dresses, dupattas, and bottoms, among other finely crafted apparel and accessories on the platform, starting at the price of Rs 1,500.

These selections will be part of Indifusion's four collections, Indipure, IndiLove, IndiGlam, and Indie label. Myntra’s pioneering social commerce propositions M-Live and M-Studio will also be leveraged to enable Indifusion to connect with the fashion-forward customer base.

Indifusion will take part in Myntra's upcoming marquee biannual fashion event, EORS, offering price reductions of up to 50 percent, during the period.

Catering to the growing demand of young women who experiment and embrace vintage crafts wrapped in modern silhouettes, Indifusion endeavors to revolutionize the fusion wear segment with its design aesthetics, which reflect the quintessential blend of extravagant international fashion and the grace of heritage craftsmanship.

Indifusion is marketed and retailed by BESTSELLER India, which is a part of the BESTSELLER group, a family-owned fashion company from Denmark, founded in 1975.

The fusion wear segment recorded a strong growth rate on Myntra in 2022 with some of the popular fusion wear brands growing at more than 60 over the previous years, resulting from a greater affinity for design-conscious and fashion-forward shoppers on the platform.

“We have been seeing a great demand and increased adoption of fusion and ethnic wear and trendsetting designs and styles among our customers on the platform. We are very excited to onboard Indifusion, which beautifully integrates our vivid Indian culture with bold contemporary ideas. We believe this association will go a long way in strengthening our continuous endeavor to cater to the wide segment of fashion-forward audiences with an array of options to choose from across price points,” said Padmakumar Pal, VP - Category Management, Myntra.

“Indifusion aspires to revolutionize the fusion wear segment, build a strong fashion foothold and celebrate individual expression by carving a niche of our own in this category. Myntra’s widespread reach coupled with a seamless shopping experience makes it the partner of choice for us. As a brand that has just begun its online journey, being present on Myntra allows us to take a huge leap in the digital and e-commerce space,” Commented Vineet Gautam, CEO and Country Head, Indifusion.