Is Myntra Leading the Charge for India's Handloom Revival?
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Synopsis
Myntra is experiencing a significant surge in handloom demand, showcasing its commitment to India's textile heritage while connecting artisans and modern consumers. As consumer preferences evolve, the platform is paving the way for a sustainable fashion future, blending tradition with contemporary aesthetics. Discover how Myntra is supporting artisans and preserving heritage.
Key Takeaways
- Myntra has observed a 20% growth in handloom product demand this year.
- It connects over 25,000 artisans to consumers nationwide.
- The platform offers over 20,000 handloom styles from various Indian art forms.
- There is a notable shift among younger consumers towards sustainable fashion.
- Myntra is enhancing its efforts by expanding partnerships with craft clusters.
New Delhi, Aug 7 (NationPress) As India commemorates National Handloom Day, Myntra has once again reinforced its dedication to the nation’s vibrant textile legacy and artisan community.
In response to a strong consumer trend favoring authenticity and craftsmanship, the platform has recorded a remarkable 20% increase in year-to-date (YTD) demand for handloom goods, positioning itself as one of the fastest-growing sectors within Myntra’s ethnic and occasion wear range.
With an expertly curated collection that encompasses 50 esteemed Indian art forms, such as Chikankari, Banarasi, Jamdani, and Ikkat, Myntra connects more than 25,000 artisans to style-conscious consumers nationwide.
Currently, the platform showcases over 20,000 styles of sarees, kurta sets, ethnic dresses, skirts, and dupattas via 60+ dedicated handloom-first brands, creating a selection that honors heritage while appealing to the contemporary Indian shopper.
This uptick in demand is propelled by shifting consumer preferences, especially among Gen Z and millennials, who are increasingly gravitating toward seasonless fashion rich in cultural narrative.
Myntra has adapted its approach to align with this evolution through regional showcases, curated selections, and enhanced discovery experiences within the app.
Handloom-first brands on Myntra are also embracing this new wave of conscientious consumption.
Through participation in festive campaigns and ‘Made in India’ collections, as well as utilizing creator-driven content and compelling storytelling within product catalogs, these brands are effectively merging tradition with modernity.
Many are collaborating on collections informed by customer feedback, ensuring that age-old weaving techniques evolve alongside contemporary aesthetics.
With the increasing appetite for artisan-crafted fashion, Myntra is amplifying its initiatives by onboarding new craft clusters and enhancing regional partnerships, further solidifying its role as a platform for India’s dynamic handloom ecosystem.
“India’s handloom tradition is not merely about fashion; it represents a celebration of identity, community, and craftsmanship. At Myntra, we proudly act as a bridge between these remarkable artisans and a new generation of consumers who deeply appreciate tradition and sustainability,” stated Suman Saha, CXO House of Brands at Myntra.
“Over recent years, ArtEastri has developed a dedicated supply chain, working closely with artisan clusters. Many might not realize that a single handloom piece passes through at least 15 skilled hands — from spinning and weaving to dyeing, stitching, and finishing — before reaching the consumer. This process signifies not only economic upliftment but also enhanced dignity and recognition for their craft,” explained Ratnabali Mitra, founder of ArtEastri.
“One poignant story is of a small weaving community in West Bengal. After being showcased through Suta on Myntra, their looms began to resonate once more. The Taanti community has been weaving for five generations; they don’t just weave, they design,” remarked Taniya Biswas, co-founder of Suta.
“The threads and looms are woven into their identity. With new orders and improved income, many young weavers who had stepped away from the craft have returned to their roots. Their art has found not just a market, but also meaning. For us, that’s true success — ensuring that the past is not forgotten but integrated into the future,” Biswas added.
Myntra’s extensive reach and influence as a premier fashion and lifestyle platform have turned it into a powerful catalyst for digitizing India’s rich handloom traditions, ensuring they remain relevant, accessible, and celebrated in today’s rapidly changing fashion landscape.
Point of View
It’s imperative to acknowledge Myntra’s proactive role in reviving India’s handloom sector. By promoting authentic craftsmanship and supporting artisans, the platform demonstrates a commitment not only to fashion but to preserving cultural heritage. This initiative reflects a growing demand for sustainable and meaningful fashion in today’s consumer market.
NationPress
30/08/2025
Frequently Asked Questions
How has Myntra influenced the handloom industry in India?
Myntra has significantly impacted the handloom industry by connecting over 25,000 artisans to consumers, increasing handloom product demand by 20% this year. The platform emphasizes authentic craftsmanship and cultural storytelling, making handloom products more accessible and appealing to modern shoppers.
What types of handloom products does Myntra offer?
Myntra offers a diverse range of handloom products, including over 20,000 styles of sarees, kurta sets, ethnic dresses, skirts, and dupattas from more than 60 dedicated handloom-first brands, representing various Indian art forms.
Why is there a growing interest in handloom products among consumers?
Consumer interest in handloom products is rising due to a shift towards sustainable and authentic fashion. Younger generations, particularly Gen Z and millennials, seek seasonless apparel that embodies cultural narratives and craftsmanship.
What initiatives is Myntra undertaking to promote handloom artisans?
Myntra is undertaking various initiatives, including onboarding new craft clusters, expanding regional partnerships, and creating curated collections that highlight artisan craftsmanship. The platform aims to connect artisans with modern consumers while celebrating India's textile heritage.
