Myntra Jabong India Private Limited (MJIPL), the B2B wholesale entity of Myntra, has launched ‘Souragya’, a premium ethnic wear brand, in collaboration with former Indian cricket captain and former BCCI president Sourav Ganguly. The launch comes strategically ahead of the Durga Puja festival, a key season for ethnic fashion across India.

Calling it a natural fit, Sourav Ganguly described the partnership as more than just a celebrity endorsement. “It’s something different because things have evolved with time. The way people look at things has changed,” he said. “An ethnic in Bengal is very old and it goes with people because they are very classy. The kurta, pyjama, and dhoti are something very synonymous with the Bengalis.”

Souragya is a 50-50 joint venture (JV) between Ganguly and Myntra, blending the former cricketer’s personal insights into ethnic fashion with Myntra’s established design, brand-building expertise, and strong online network. “We both have our hands in the pie,” Ganguly explained. “I am involved in brand building, what needs to be made. It’s not something I just put my face on and move away.”

Myntra has said 50-50 JV does not translate into business backend dynamics but rather an equal partnership. 

Local artisans play a role in the creation of the collection, contributing to its authenticity and craftsmanship. “There are so many who are making it in the city. We’ve just kicked off (the. brand),” Ganguly added, emphasising the brand’s roots in local design traditions.

Suman Saha, CXO of House of Brands at Myntra, said ethnic wear has been a growing segment, particularly men's ethnic fashion. “There is an opportunity for ethnic wear to be mainstream,” he said. “When we met Sourav, it seemed like a great opportunity to tell a story with a purpose. We can combine our product and design skills to create a compelling offering.”

The timing of the launch ahead of the festive season is deliberate. “Puja is a peak demand season, so it made sense business-wise to launch it just before Puja to make the most of the season,” Saha noted. However, he stressed that the focus goes beyond short-term gains. “Ethnic is a very growing segment, and the headroom is large for growth. We have our task cut out to serve customers with very strong propositions.”

Availability of Souragya across all Myntra serving pincodes will depend on the company’s ability to build the supply ecosystem fast enough to meet demand. “If demand quickly outruns supply, especially during the festive season, that could be a risk,” Saha explained. “But we are building the supply ecosystem to cater to the demand ecosystem.”