By Bl New Delhi
Copyright thehindubusinessline
Myntra Jabong India Private Ltd (MJIPL), the B2B wholesale entity of Myntra, on Monday said it has launched a new premium ethnic wear brand, ‘Souragya’ in association with Sourav Ganguly, ahead of Durga Pujo festivities. As part of the licensing agreement, MJIPL will extend its design and brand-building expertise to Souragya
“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,” the company said in a statement.
Suman Saha, CXO, Head of House of Brands, MJIPL, said, “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.”
The brand is being launched with nearly 100 styles and will be scaled up in the coming months. The selection will feature the traditional kurta with its mayurpankh dhoti and an elegant gamcha besides other ceremonial styles such as sherwanis with dhotis, chudidars, tapering pants and salwars, along with kurta sets.
“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,” added Ganguly in a statement.
The brand will be available on the Myntra app and website.
Published on September 15, 2025
