Team siliconindia

• Myntra teams up with Sourav Ganguly to launch the ethnic wear brand Souragya.
• The brand combines Ganguly’s style with Myntra’s fashion expertise, inspired by Bengal’s heritage.
• Launched ahead of Durga Puja, it targets India’s festive fashion market.

Myntra, one of India’s leading fashion platforms, has teamed up with former Indian cricket captain Sourav Ganguly to launch Souragya, a premium ethnic wear brand aimed at celebrating Indian heritage with a modern twist. The brand has been introduced ahead of Durga Puja, one of the country’s most festive seasons, known for its strong demand for traditional clothing.

Souragya isn’t just another celebrity label. Ganguly is deeply involved in shaping the identity of the brand from design ideas to fabric choices making it a more meaningful partnership than a typical endorsement. The brand is structured as a 50-50 joint venture between Ganguly and Myntra’s wholesale division, combining his personal insight into cultural style with Myntra’s strong design and digital capabilities.

The first collection includes around 100 carefully crafted pieces, such as kurtas, dhotis, sherwanis, and ceremonial wear, many of which take inspiration from Bengal’s iconic crafts like Kantha stitching, Jamdani weaving, and Batik printing. Local artisans are closely involved in the making of these garments, adding authenticity and craftsmanship to the range.

Sourav Ganguly emphasized that the partnership was born out of a shared vision, saying the ethnic wear market in India is evolving and offers a huge opportunity to tell a story rooted in tradition. He also pointed out that the Bengali identity, known for its elegance and class, has greatly influenced the design language of Souragya.

Myntra sees this move as more than just seasonal marketing. While launching before Durga Puja is a strategic decision, the brand is built with long term growth in mind. Ethnic wear, especially for men, is a growing category and holds strong potential to become a mainstream fashion segment.

Also Read: Myntra Revolutionizes Rakhi Gifting with Curated Fashion and Festive Essentials

There are plans to scale the brand quickly, but success will also depend on how fast the supply side can catch up with potential demand especially during the festive period. Myntra is already working to build the backend to meet customer expectations.

Souragya aims to bring together timeless design, cultural storytelling, and premium quality under one label. With Ganguly’s influence and Myntra’s platform, the brand is set to make a strong entry into India’s ethnic wear market, starting with a powerful festive launch.