Myntra’s ‘Taavi' witnesses 2.5x growth during pandemic


Myntra’s art and handicrafts brand, ‘Taavi’, witnessed 2.5 times growth during the pandemic since its inception, the company said. The Bangalore based firm, which works with over 10,000 artisans is likely to associate with 5000 more artisans this year.

“The increase in customer demand for comfort wear, led us to diversify our offerings and launch the loungewear vertical,” said Manohar Kamath, Chief of Myntra Fashion Brands, said.

Myntra had launched Taavi as a home-grown Indian art and handicrafts brand in 2019 and has been associated with the artisans through it. So far, the brand has tied-up with over 10,000 artisans and continues to explore new partnerships and opportunities across the country.

“The pandemic and its economic repercussions have been quite harsh on the community of weavers and artisans, causing distress to the already ailing sector. In a commitment towards the well-being of the artisan community, we decided to extend a helping hand for the artisan ecosystem to sail through the situation and have placed 3X of repeat orders with our partners,” Kamath added.

Taavi is helping the artisan community by steadily processing fabric orders so that they can continue to safely work through the lockdown and prepare the bulk fabrics, giving them a financial cushion. It has also worked out a system to expedite the payments cycle to 10 days as opposed to the industry norm of 45 to 60 days while relaxing delivery timelines.



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