June 11: Myntra, a well-known e-commerce fashion platform has recently claimed that Taavi, its arts and handicrafts brand have grown 2.5 times even as Covid-19 is continuing its disruption over the fashion industry over the last 2 years since its inception.

As the brand is getting successful, Myntra also plans to further strengthen the presence of Taavi in the Indian market by bringing 5,000 more artisans on board this year.

The brand is currently working with more than 10,000 artisans who offer products in 4 categories: men, women, women’s footwear, and unisex personal care.

Also read: Nykaa Fashion launches Fashion Home vertical marks its entry in lucrative home furnishings line

Taavi was launched in 2019 with an aim to become a home-grown Indian art and handicraft brand. As of now, Myntra has over 20 private brands that contribute 20 per cent of overall revenue.

Sharing his excitement over Taavi’s success, Manohar Kamath, the chief of Myntra’s fashion brands said, “With every weave of Taavi, we bring an aspect of livelihood to the idea of knitting together, age-old culture with modern sensibilities, enabling over 2.5X growth since its launch. The pandemic and its economic repercussions have been quite harsh on the community of weavers and artisans, causing distress to the already ailing sector.”

Furthermore, he added, “In a commitment towards the well-being of the artisan community, we decided to extend a helping hand for the artisan ecosystem to sail through the situation and have placed 3X of repeat orders with our partners.”

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