Myntra And House Of Pataudi Come Together To Offer Something Special
Building upon the unique strength and qualities that each party brings to the table, Myntra and Saif Ali Khan’s House of Pataudi is geared up to offer something truly special for fashion lovers in India. Inspired by the sophistication and the rich heritage of the Pataudis, the brand embodies Khan’s love for ethnic wear and his contemporary style.
In a departure from the stereotypical notion that ethnic wear is only meant for festivals and special occasions, the brand wants to bring it back into the folds of everyday life. The vision of the brand is to create a bridge between our cultural heritage and the present, and make it accessible to a wide range of audience, both men and women.
The Power of Myntra-Jabong
The market for ethnic wear is enormous – it stands at Rs. 70,000 crores and is growing at 9 percent. More importantly, the organized market is around 30 percent of this, and growing at 30 percent YOY. The partnership with Myntra is a marriage between the class and élan of the Pataudi legacy, and the power of distribution and relevant consumer data of the Myntra and Jabong platforms. For example, as Myntra-Jabong CEO Ananth Narayanan points out, these platforms see a lot of search for men’s ethnic wear, and not enough choices; there is a clearly visible need gap that the brand can address.
Traditionally, in India it has been difficult to build brands at scale due to lack of consumer insights, poor sourcing and limited reach. According to Ananth, with regard to this the tables have turned with Myntra-Jabong. The organisation not only commands the advantage of scale, it also looks to combine data with a design sensibility to create something special.
The biggest areas of focus for Myntra while building the brand will be investment in getting the product and its quality right; distribution and packaging; and marketing. The brand gets to leverage the phenomenal reach of the Myntra app and website and create visibility for itself with the help of the engaging content on the app.
The brand has a bright future ahead and may grow itself in many ways across different categories and markets. But for now, House of Pataudi looks to start well and be one of the top ethnic wear brands in India in the next three years. Here’s wishing a very exciting and successful journey ahead for the brand.