22 February 2023, Mumbai
Taavi has opened a store in Mumbai.
Launched by Myntra, this is a sustainable homegrown brand. The company sells apparel for men and women with traditional Indian embroidery like Kolkata’s kantha and Orissa’s sambalpuri ikkat.
Since 2019, Taavi has been working directly with local artisans and through NGOs to make Indian textile and embroidery mainstream.
In 2021, the fashion brand made its foray into the personal care products category. Its products have been developed in collaboration with the Khadi industry and small-scale enterprises that work with rural women and local communities in India.
Apart from Mumbai Taavi has stores in Goa, Hyderabad, Bangalore, Chennai, and Noida.
E-commerce fashion company Myntra houses a range of private labels that contribute up to 35 percent to its revenue. The e-tailer’s private label brand portfolio includes Roadster, Anouk, All About You, HRX, Mast & Harbour, DressBerry, and Kook N Keech.
With a mix of large global brands and small domestic boutiques, Myntra’s range offers value for money and quality to shoppers in India. Myntra is transitioning from a catalogue-heavy browsing experience to a content-heavy online experience.
Through content-driven activities, it is looking to double the engagement and time spent on its app over the next three to four years. It is constantly working on making its product catalogue video-heavy and this has helped in increasing the engagement on the app.
