Myntra announces 20% growth in handloom segment

08 August 2025, Mumbai 

Major online fashion retailer, Myntra has announced a 20 per cent increase in its handloom segment, signaling a significant shift in consumer preferences toward traditional Indian textiles and artisan-led fashion.

This impressive growth is driven largely by younger generations, including Gen Z and millennials, who are increasingly prioritizing sustainability, authenticity, and cultural heritage in their purchasing decisions. Myntra is responding to this demand with strategic initiatives, actively expanding its partnerships with artisans and weavers across India. By collaborating with local craftspeople, the company not only supports traditional art forms but also provides a sustainable livelihood for these skilled individuals.

Myntra is also exploring new craft clusters to diversify its product offerings and provide customers with a broader range of handloom options. This proactive approach enriches the company's product catalog and empowers artisans from various regions to showcase their work on a national platform.

This focus on handloom products highlights the growing value of artisan-led fashion. These textiles are more than just garments; they represent centuries-old traditions, intricate skills, and cultural stories. In a market saturated with fast fashion, the resurgence of handloom textiles points to a broader move toward conscious consumerism. Shoppers are becoming more discerning about the ethical origins of the products they buy, and handloom offers a compelling alternative.

The success of Myntra's handloom business serves as a model for other retailers to invest in artisan-led fashion. By recognizing the intrinsic value and stories behind these products, retailers can build deeper connections with consumers seeking more than just material possessions. As Myntra continues to champion this segment, it sets a precedent for a more sustainable and culturally rich retail landscape.

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