Flipkart-owned fashion e-tailer Myntra has partnered Textile Ministry to work directly with weavers and promote the handloom industry.
Myntra, along with some of its partner brands, will work on bringing artisans and their products online to provide them with access to new customers and opportunities, Myntra said in a statement.
These products will retail on Myntra via a dedicated online store, creating a one-stop shop for handloom products, it added.
Myntra will also launch a new handloom brand during its upcoming annual Brand Summit, The Tech Threads, on November 2 in Bengaluru.
So far, about 49 brands associated with Myntra have pledged to be a part of this initiative and source handloom products from the weaver community.
These include names like W, Biba, Peter England, Raymond, Welspun, Chennai Silks, Metro and others.
"It delights us to be a part of an initiative that is engaged in preserving our country's rich textile and cultural traditions... We are also aiming to achieve a 10X growth in sales of handloom ethnic wear for women, over the next one year," Ananth Narayanan, CEO of Myntra and Jabong, said.
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