Myntra collaborates with brands to curate environmental friendly store

Online fashion and lifestyle retailer Myntra curated a section for sustainable products with around 70 brands as partners, offering over 5500 sustainable styles for environmentally conscious customers, the Walmart owned company said.

People in the age group of 21-35 years shop the most on Myntra’s sustainable store, ‘Myntra for Earth Store’, it said. Metros contribute about 40% of the visits to this sustainable store on Myntra, it added.

Nearly 62% of the visitors to the ‘Myntra For Earth’ store are women, with metro cities contributing about 40% of the overall visits to the store.

The store hosts a variety of brands and collections across major categories. These include H&M, Mango, Unnati Silks, Bharatsthali, Pothys, Metro Kids Company, Kama Ayurveda, Forest Essentials, Fab India, etc. Myntra Fashion Brands featured on the platform for their conscious collection include Taavi, Roadster and Ether.

“The specially curated store recognises the fashion industry’s sustainability efforts and also aims at augmenting the income opportunities of artisans and NGOs involved. Since its launch, Myntra For Earth store has received a phenomenal response. We are working towards scaling the number of brands in the store to ~2X by the upcoming quarter while adding another 4000 styles to the existing assortment,” Ayyappan Rajagopal, Chief Business Officer Myntra, said.


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