Myntra Jabong India Private Limited (MJIPL), the B2B wholesale entity of Myntra, has announced the launch of ‘Souragya’, a premium ethnic wear brand, in collaboration with Sourav Ganguly. The launch comes ahead of Durga Pujo festivities.
Inspired by designs and silhouettes from West Bengal, ‘Souragya’ combines traditional Indian craftsmanship with modern design. As part of the licensing agreement, MJIPL will extend its design and brand-building expertise to the new label.
The debut collection features nearly 100 styles and will be scaled further in the coming months. It highlights Bengal’s art forms and crafts, including Kantha embroidery, Tant and Jamdani weaves, and Batik printing. The line-up includes kurtas paired with dhotis and gamchas, as well as ceremonial styles such as sherwanis with dhotis, churidars, tapering pants, salwars, and kurta sets.
Commenting on the launch of the brand, cricketing legend and co-creator of ‘Souragya’, Sourav Ganguly, said, “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.”
Suman Saha, CXO, Head of House of Brands, MJIPL, added, “We are extremely excited to collaborate with Sourav Ganguly to introduce ‘Souragya’, for our discerning fashion customers looking for culturally rooted fashion. 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 will be available on the Myntra app and website.
