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To tap ethnic wear segment, Myntra launches Saif Ali Khan’s ‘House of Pataudi’

In a bid to tap into the largely unorganized ethnic wear market, Flipkart-owned online fashion platform Myntra announced the launch of an ethnic wear brand ‘House of Pataudi’ in association with Saif Ali Khan.

‘House of Pataudi’ is co-owned by Myntra, Exceed Entertainment and Saif Ali Khan.

Bollywood Actor and Producer, Saif Ali Khan said, “House of Pataudi for me is an extension of my family legacy. The teams at Myntra and Exceed have put in a lot of research and effort and I believe we have all the right ingredients to build upon. Can’t wait for millions of young Indians to embrace their culture through House of Pataudi”

The range includes kurtas, sherwanis, dresses and others in a price range of Rs 1,500 to 15,000 for men and Rs 2,000 to 20,000 for women exclusively on Myntra and Jabong from October 25 onwards.

The Pataudi’s are popular for their sophistication and rich heritage as well as reflect a strong sense of culture and tradition. The brand’s design team has worked closely with Saif Ali Khan; inspired by his own personal style statement,” said Myntra in a media statement.

“We are very excited to partner with Saif and Exceed Entertainment to launch, ‘House of Pataudi’, a first of its kind brand in the country that embodies royalty and a rich cultural heritage,” said Ananth Narayanan, CEO, Myntra-Jabong.

Ananth stated that the ethnic wear segment in India is worth Rs. 70,000 crores and the majority of it is disorganized, opening up an ample opportunity for the leading fashion e-retailer in the country.

To cater to the festive shopping needs of the Indian diaspora, Myntra will now sell its private label in Walmart stores in Canada. Myntra launched its private label ‘All About You’ in Walmart stores across Canada. Myntra’s other celebrity endorsed brands such as HRX by Hrithik Roshan are also in the pipeline to be sold in Walmart stores globally.

Further, Myntra is also going all out to introduce offline stores for its private label brands as it aims to launch 100 stores in the next two years for Roadster and HRX.

Flipkart had 64 Mn annual active customers and the main platform accounted for 80% of the revenues.

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