In the
first of many attempts, Myntra fashion portal introduces Bharatsthali’s
handpicked and hand-woven sarees to go #VocalForLocal amidst COVID-19 crisis.
Walmart-owned Myntra
recently announced a collaboration with the local weavers of Bharatsthali.com –
A legacy of 44 years, a sustainable saree brand. Bharatsthali has a wide
network of weavers and artisans from across the country, who it directly
engages with to decrease the dependence on touts and mediators.
Through this
partnership, Bharatsthali will bring the its wide range of authentic saree
collection that have Silk Mark India label that stands for natural and genuine
silk. Their rich collection belongs to the sustainable league of fashion that
has been intricately woven by the rural weavers of
"This
relationship will enable our country’s local weavers and artisans to reach a
broader audience on Myntra. Partnering with Myntra will help us giving them a
financial cushion and encourage them to stay abreast of the changing trends.
The global coronavirus crisis has put the handloom industry in distress. We
hope to combat the financial downturn and enable them to earn an additional
income and grow their business," Pulkit Gogna, Founder,
Bharatsthali.com said.
The company encourages
local weavers to craft more and adopt the new-age technology to be able to
compete fast-fashion in a significant manner. It financially cushions them stay
up to date with the fashion trends. Bharatsthali also helps local artisans and
weavers in improving their catalogue, enhancing the aesthetic presentation of
their craft and finished material, and helping them find retail as well as
wholesale buyers across the globe.