Myntra has introduced Indiework, a dedicated store on its app featuring premium ethnic workwear tailored for modern professionals. The selection includes 6,000 styles from over 80 brands, blending traditional aesthetics with contemporary silhouettes.
To cater to the rising demand for minimalist and premium Indian workwear, Myntra has added 20 new brands to the segment. Select direct-to-consumer (D2C) brands with contemporary workwear offerings have seen triple-digit year-on-year growth on the platform.
The Indiework collection includes a variety of silhouettes such as A-line, asymmetrical, Anarkalis, and long straight cuts. The fabrics featured include linen, handlooms, Schiffli, Chikankari, and cotton, available in both neutral tones and vibrant prints.
The primary audience for this segment is working women aged 25 to 40 in metro and Tier 1 cities. The shift toward relaxed yet professional attire has contributed to the demand for ethnic workwear beyond traditional sarees and kurta sets.
According to Myntra, brands in this segment have reported significant growth, with Ambraee growing by 70%, Autumn Lane by 180%, and Ganga Fashions by 140%. Other brands featured in the Indiework category include Truebrowns, The Indian Ethnic Co., Suta, Jaypore, Taavi, and Ambraee.
Myntra is a part of the Flipkart Group and offers a portfolio of over 9,700 brands across fashion, beauty, and lifestyle. The platform services over 95% of Indian pincodes.
