As a part of the licensing agreement, Myntra Jabong India Private Limited (MJIPL) will offer its design expertise to Souragya. It will also provide its brand-building expertise. The collection offers premium ethnic wear, blending cultural heritage with modern elegance
Myntra Jabong India Private Limited (MJIPL) is the B2B wholesale entity of Myntra. It announces the launch of ‘Souragya’. It is a premium ethnic wear brand. The launch is in association with the cricketing legend, Sourav Ganguly. This takes place just ahead of Durga Pujo festivities. With this, Sourav Ganguly is poised to expand his sporting legacy into the world of fashion. Sourav wants to showcase authentic designs and silhouettes from West Bengal. This vision has been the key inspiration behind the co-creation of Souragya. The brand seamlessly blends traditional Indian craftsmanship with contemporary design, offering a luxurious and elevated approach to ethnic wear.
As part of the licensing agreement, Myntra (MJIPL) will extend its design and brand-building expertise to Souragya. This expertise will enable Souragya to deliver a fusion of culture and modern elegance. Souragya will cater to the new-age fashion-conscious consumer. It will embody the highest standards of quality and style.
Souragya’s collection is an ode to the region’s rich cultural heritage. It is also a celebration of its much-loved tapestry. The collection features finely crafted garments that embody cultural pride. These garments combine premium fabrics, intricate craftsmanship, and contemporary tailoring. Balancing tradition and trend, the selection offers a modern reinterpretation of the classic Indian fashion, relevant for today’s consumer. The brand, launching with nearly 100 styles, is slated to scale the selection further in the coming months.
The selection boldly displays its many unique art forms and crafts. These are for everyone to explore, including Kantha embroideries, Tant & Jamdani weaves, and Batik printing techniques. It defines the roots of modern Bengal. The selection will feature the much-celebrated and traditional kurta. It includes its mayurpankh dhoti. An elegant gamcha completes the look. Customers will be delighted with ceremonial styles. These styles include sherwanis with dhotis, chudidars, tapering pants, and salwars. Additionally, there are kurta sets.
Cricketing legend and co-creator of ‘Souragya’, Sourav Ganguly, commented on the brand launch. He said, “Souragya is a reflection of my deep-rooted love for our culture. It also represents my vision of making it relevant to the fashion-forward generation of today. The brand is all about celebrating the craftsmanship of India while infusing contemporary design elements. Myntra’s expertise in design has been crucial. Its ability to bring this vision to life ensures that the collection embodies sartorial excellence. The collection also remains accessible to a wide audience. The focus was on creating pieces that are timeless, refined, and versatile. This enables shoppers to command attention. It also allows them to embrace the loved designs and silhouettes unique to the region.”
Suman Saha, CXO, Head of House of Brands, MJIPL, spoke on the launch. He said, “We are extremely excited to collaborate with Sourav Ganguly. We are introducing ‘Souragya’ for our discerning fashion customers looking for culturally rooted fashion.” With the festive season upon us, ‘Souragya’ will make for an ideal fashion choice for celebrations and beyond. The collection represents a strategic addition to our premium ethnic wear portfolio. It offers a taste of the exquisite designs from the region. There is a love for colour in varied collections and for multiple occasions.
With ‘Souragya’, Sourav Ganguly brings his iconic leadership and vision to the world of fashion. He not only redefines ethnic wear but also sets a new benchmark for quality, sophistication, and style in the industry.
The brand will be available on the Myntra app and website.
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