Online shopping portal for fashion and lifestyle items, Myntra, is all set to onboard more than 400 sellers from West Bengal in the coming festive season, in line with its objective of promoting local businesses and artisans. This initiative will provide local brands access to a wider customer base in India and will further enrich Myntra’s marketplace with fashion and lifestyle offerings.

The news came out during the second round of the Seller Growth Connect in Kolkata, which was initiated to help local entrepreneurs adopt online business through the Myntra online platform.

Key Highlights

Expanding Opportunities for Regional Businesses 

The state of West Bengal has been known from time immemorial as one of the leading centers of textiles and manufacturing in India, famed for its handloom culture and ethnic wear. With this growth, Myntra looks forward to offering local vendors national exposure through millions of online buyers.

At present, over 1,700 brands from West Bengal are available for purchase through the Myntra website in different categories ranging from clothes, personal care products, accessories, and lifestyle items. The addition of another 400 sellers is bound to enhance the presence of the local businesses on the platform.

This initiative will also be useful for some of the traditional textile hubs in West Bengal, such as:

• Fulia

• Shantipur

• Dhaniakhali

• Bishnupur

These areas are famous for their traditional arts, such as Taant sarees, Bishnupuri silk, and Dhakai Jamdani, which have become more popular among customers in India due to online retail channels.

Seller Growth Connect to Enable Digital Commerce

In continuation of the successful launch of its first edition this year, Seller Growth Connect has been created to facilitate digital adoption by MSMEs and regional brands.

During the conference, the sellers received guidance on:

The program aims to assist local entrepreneurs in transitioning from their traditional offline business into nationally branded businesses through technology, data analysis, and market knowledge.

AI-Powered Seller Onboarding 

The other major feature of Myntra's seller ecosystem includes the AI-driven Seller Growth Hub, which helps shorten the onboarding process considerably.

As per the organization:

• Previous onboarding time: 10-15 days

• Present onboarding time: 1-2 days

This technology allows sellers to register, upload catalogues, and connect with customers much quicker than was previously possible. The quick onboarding process is anticipated to assist in taking advantage of festive season sales without any delays in the registration process.

Access to a Nationwide Customer Base 

Through its association with Myntra, regional brands get access to India’s biggest fashion marketplace.

This marketplace already has:

• More than 75 million monthly active users

• Shoppers in 98% of serviceable pincodes of India

This national-level exposure ensures that the local producers and craftsmen have the chance to grow beyond their usual regional clientele, thus creating strong brands and increasing sales in a wider area.

There are several brands in West Bengal which have already started using the marketplace of Myntra such as Kisah, Vastrmay, Uptownie, FTX, Dolce Crudo, Miss Chase, Wishcare, Bengal Looms India, Bengal Saree Udyog, Adi Akshoy & Co., Vagmi, and Gouri Collections.

Company Leadership Highlights Regional Potential

Bedanta Dutta, Senior Director – Marketplace at Myntra, stated that the ecosystem of artisans and manufactures in West Bengal possesses growth opportunities. Through the initiative of Seller Growth Connect, Myntra intends to provide these local enterprises with the necessary technology and other means of expanding their footprint across the country.

Final Thoughts: Festive Season Strategy

With festive shopping likely to ensure high demand in fashion and lifestyle segments, Myntra's move of bringing onboard almost 400 sellers from West Bengal is indicative of its larger approach of empowering local brands and increasing consumer options. This move helps build on the company’s seller portfolio as well as enables local entrepreneurs to grow by taking their traditional businesses online.