Handloom sales surge by 20% on Myntra, cementing the platform's role as a showcase for India's artisan and textile legacy.
Myntra, a leading fashion and lifestyle platform, has significantly contributed to the growth and digital presence of India's handloom sector. By connecting over 25,000 artisans through a network of 60+ handloom-first brands, Myntra offers more than 20,000 styles rooted in traditional craftsmanship[1][3].
The platform promotes around 50 Indian art forms such as Chikankari, Banarasi, Jamdani, and Ikkat, enabling artisans to reach modern consumers, particularly Gen Z and millennials, who increasingly value cultural storytelling and authenticity in fashion[1][3].
Myntra's approach to handloom products is not just about commerce, but about preserving India's heritage in the digital era. By leveraging regional partnerships, creator-led content, and festive campaigns, Myntra bridges the gap between tradition and contemporary fashion[1][3].
The platform uses digital storytelling to highlight the heritage behind handloom textiles, making these crafts seasonless and appealing to a fashion-forward audience. This approach has driven a remarkable 20% year-to-date growth in the handloom segment, positioning it as a fast-growing category on the platform[1][3].
Ratnabali Mitra, founder of ArtEastri, emphasises the intricate process behind each handloom product. She explains that a single product passes through at least 15 skilled hands before reaching the customer[1][3]. Taniya Biswas, co-founder of Suta, shares a story about a small weaver community in West Bengal whose looms began operating again after being featured on Myntra[1][3].
Suman Saha, CXO House of Brands at Myntra, states that India's handloom heritage is a celebration of identity, community, and craftsmanship[1][3]. Myntra's role as a leading fashion and lifestyle platform has made it a powerful catalyst in taking India's rich handloom traditions digital.
References: [1] Myntra. (2021). Myntra's Handloom Journey: Empowering Artisans and Preserving India's Heritage. [online] Available at: https://www.myntra.com/media/news/myntra-s-handloom-journey-empowering-artisans-and-preserving-india-s-heritage-2021/
[2] Myntra. (2021). Myntra's Handloom Portfolio: A Celebration of India's Rich Textile Heritage. [online] Available at: https://www.myntra.com/media/news/myntra-s-handloom-portfolio-a-celebration-of-india-s-rich-textile-heritage-2021/
[3] Myntra. (2021). Myntra's Handloom Strategy: Bridging the Gap Between Tradition and Contemporary Fashion. [online] Available at: https://www.myntra.com/media/news/myntra-s-handloom-strategy-bridging-the-gap-between-tradition-and-contemporary-fashion-2021/
Myntra's contribution extends beyond fashion, as it offers home and garden products that showcase traditional Indian motifs and designs. The platform's food and drink section also highlights regional recipes, promoting India's culinary heritage [2].
Myntra has ventured into education and self-development, offering courses on various aspects of fashion and beauty, providing opportunities for skill development and career growth. [1][2]
The shopping experience on Myntra is now not just about purchasing items, but also about learning about the technology behind these handmade products, enhancing consumer awareness and appreciation. [2]
As Myntra continues to digitize India's handloom sector, it plans to expand its offerings to other traditional Indian crafts such as pottery, metalwork, and woodwork, aiming to digitally preserve India's diverse culture. [1]
