June 7: Myntra has recently partnered with around 70 sustainable brands aiming to launch as many as 5,500 fashion products on its new Myntra for Earth Store having further plans to continue the expansion of the venture.

Myntra’s new venture ‘Myntra for Earth Store’ is designed to promote the concept of sustainable fashions it features a vast product category including womenswear, menswear, children’s wear and beauty products as well.

The list of featured brands includes Unnati Silks, Bharatsthali, Pothys, Metro Kids Company, Kama Ayurveda, FabIndia, Forest Essentials, Taavi, Roadster, Mngo, H&M, Ether, among others.

Also read: Launching Artisan Relief Fundraiser, FabIndia partners with 10 brands aiming to provide them financial aid

Today, shoppers aged between 21 and 35 have constituted the largest part of the demographic on the Myntra for Earth Store and around 40% of store visits are from metro areas. As many as 62% of the visitors coming to the sustainable store are women, as told by Flipkart owned online fashion arm.

As reported by ET Bureau, Myntra’s chief business officer Ayyappan Rajagopal said, “The specially curated store recognises the fashion industry’s sustainability efforts and also aims at augmenting the income opportunities of artisans and NGOs involved.”

Further, he added, “Since its launch, Myntra For Earth store has received a phenomenal response. We are working towards scaling the number of brands in the store to ~2X by the upcoming quarter while adding another 4,000 styles to the existing assortment.”

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