Online fashion retailer Myntra will help weavers in reviving demand for handloom products across the country in association with the Union Textiles Ministry, said the fashion arm of the e-tailer Flipkart on Monday.
Myntra to help weavers revive demand for handlooms
The brand, which is to be unveiled by the Union Minister for Textiles Smriti Irani, aims to work towards reviving Indian crafts.
"The new brand will showcase crafts such as Chettinad, Uppada Jamdani Kuppalam, Mangalagiri, Venkatagiri (kinds of weaves from different regions of South India) among others," it said.
So far, 49 fashion brands associated with Myntra like W, Biba, Peter England, Chennai Silks among others have agreed to be a part of the initiative, according to the company.
Myntra is also working directly with the weavers from Kamatagi, a village in Bagalkot district of Karnataka.
Fashion portals Myntra and Jabong, owned by Flipkart, India's largest online retailer, are two of the leading online fashion retailers in the country.