Myntra launches ‘IndieWork’ as in-app store for ‘Made in India’ workwear brands

Flipkart’s e-commerce arm Myntra has launched ‘IndieWork’ as a multi-brand, curated store for ethnic style office wear, available on its shopping app. The store is designed to promote Made in India products and cater to rising demand for ethnic style office wear amongst working women in metros and Tier 1 cities. 

“Introducing ‘IndieWork’- a curated ethnic workwear collection store by Myntra,” announced Myntra on Facebook, sharing images of designs available in the new store. “Explore more on the app.” The store houses labels including Suta, Jaypore, Taavi, and Ambraee.

Another of the brands which features on IndieWork is True Browns, a womenswear label by Udita Bansal. “Workwear isn’t about suits and blazers anymore, it’s about being your true self while doing what you love,” said Bansal about the offering in a video posted on Myntra’s Facebook page. “At True Browns, we make versatile, effortless ethnic wear for women who turn passion into purpose everyday. From boardrooms to creative studios, our pieces are as dynamic as your workplace.” 

The online store offers womenswear by more than 80 brands, focusing on desi labels, and has over 6,000 styles available. Myntra also recently added 20 new labels to the category in order to meet the rising consumer demand for workplace centred ethnic wear. 

“Made in India brands have been at the forefront of revolutionising women’s workwear in the country,” said Myntra’s chief business officer Sharon Pais, India Retailing reported. “Through IndieWork, our effort is to bring their contemporary offerings to the fore and help them build salience with professionals looking for a desi twist within their workwear wardrobe.”