Walmart-owned Myntra recently announced a collaboration with the local weavers of Bharatsthali.com – A legacy of 44 years, a sustainable saree brand. Bharatsthali has a wide network of weavers and artisans from across the country, who it directly engages with to decrease the dependence on touts and mediators.
Through this partnership, Bharatsthali will bring the its wide range of authentic saree collection that have Silk Mark India label that stands for natural and genuine silk. Their rich collection belongs to the sustainable league of fashion that has been intricately woven by the rural weavers of India. Sarees that range from six yarders to fabrics by the yard are sourced from the corners of Banaras, Bihar, Rajasthan, Kolkata, and entire Southern India for their shining raw fabric with smooth textiles.
"This relationship will enable our country’s local weavers and artisans to reach a broader audience on Myntra. Partnering with Myntra will help us giving them a financial cushion and encourage them to stay abreast of the changing trends. The global coronavirus crisis has put the handloom industry in distress. We hope to combat the financial downturn and enable them to earn an additional income and grow their business," Pulkit Gogna, Founder, Bharatsthali.com said.
The company encourages local weavers to craft more and adopt the new-age technology to be able to compete fast-fashion in a significant manner. It financially cushions them stay up to date with the fashion trends. Bharatsthali also helps local artisans and weavers in improving their catalogue, enhancing the aesthetic presentation of their craft and finished material, and helping them find retail as well as wholesale buyers across the globe.
He further added, “Myntra has always stood out amongst its alternatives in terms of the audience’s profile, mobile users, and their fashion preferences”.