Myntra Jabong India Private Limited (MJIPL), the B2B wholesale entity of Myntra, announces the launch of ‘Souragya’, a premium ethnic wear brand, in association with the cricketing legend, Sourav Ganguly, just ahead of Durga Pujo festivities. With this, Sourav Ganguly is poised to expand his sporting legacy into the world of fashion. Sourav’s vision to bring the authentic designs and silhouettes from West Bengal to the fore 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, enabling it to deliver a fusion of culture and modern elegance, catering to the new-age fashion-conscious consumer, while embodying the highest standards of quality and style.
Souragya’s collection is an ode to the region’s rich cultural heritage and a celebration of its much-loved tapestry, featuring finely crafted garments that embody cultural pride and 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.
Boldly displaying its many unique art forms and crafts for everyone to explore, including Kantha embroideries, Tant & Jamdani weaves, and Batik printing techniques, the selection defines the roots of modern Bengal. The selection will feature the much-celebrated and traditional kurta with its mayurpankh dhoti and an elegant gamcha to complete the look. Additionally, customers will be delighted with ceremonial styles such as sherwanis with dhotis, chudidars, tapering pants and salwars, along with kurta sets.
Commenting on the launch of the brand, cricketing legend and co-creator of ‘Souragya’, Sourav Ganguly, said, “Souragya is a reflection of my deep-rooted love for our culture and 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 and its ability to bring this vision to life have been crucial in ensuring that the collection not only embodies sartorial excellence but also remains accessible to a wide audience. The focus was on creating pieces that are timeless, refined, and versatile, enabling shoppers to command attention while embracing the loved designs and silhouettes unique to the region.”
Speaking on the launch, Suman Saha, CXO, Head of House of Brands, MJIPL, said, “We are extremely excited to collaborate with Sourav Ganguly to introduce ‘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, offering a taste of the exquisite designs and love for colour from the region, through varied collections and for multiple occasions.”
With ‘Souragya’, Sourav Ganguly brings his iconic leadership and vision to the world of fashion, not only redefining ethnic wear but also setting a new benchmark for quality, sophistication and style in the industry.
The brand will be available on the Myntra app and website.
, the B2B wholesale entity of Myntra, announces the launch of ‘Souragya’, a premium ethnic wear brand, in association with the cricketing legend, Sourav Ganguly, just ahead of Durga Pujo festivities.){kind=link}