After what seemed like an arduous year dealing with the pandemic, consumer sentiments are looking positive ahead of the festive season. And as they switch to their festive shopping mode, Myntra is all set to make their celebratory occasions even more special with its ongoing, and its largest ever edition, of the Big Fashion Festival (BFF), to meet its customers’ fashion, lifestyle and beauty needs. The mega carnival event kicked off on October 3-10, 2021, and will conclude on 10, this edition allows customers to shop from the best of 7,000 brands offering over 10 lakh styles to elevate their festive wardrobe and ring in the festivity with style!

As much as BFF is looked forward to by the customers, it’s also a most-awaited fashion carnival for Myntra’s brand partners who get to showcase their latest collection and to reach a large customer base. The fashion e-tailer’s ethnic wear brands are giving it their all to bring you an exciting shopping experience. We spoke to three of Myntra’s brand partners to find out how the journey with Myntra came to be, and what’s happening behind the scenes as they gear up for the ‘Big Fashion Festival’.

Geroo Jaipur: Supporting India’s artisans

Neelam Jain, Founder & Creative Head of Geroo Jaipur, was always a designer at heart. As a teenager, she would cut out her mom’s old sarees and sew them into dresses. With encouragement from family and friends, she took up a course in textile designing and that’s where she learnt the art as well as the efforts that go into handcrafted garments.

Her initial professional stint was selling her handcrafted saree collection at exhibitions before setting up a studio of her own, with an initial investment of Rs 10,000. Starting with 15 salwar kurtas initially, her brand now comprises 500+ styles bought by a diverse clientele in Jaipur and beyond.

Sharing an interesting anecdote in the journey of her brand, Neelam shares happily and proudly, “My collection was showcased at a fashion show in Jaipur once, where the then Miss India and 14 other models wore my collection. They loved my clothes so much that my entire collection was sold out, bought by this group.”

In 2015, Geroo Jaipur decided to get onboarded on Myntra with 100 SKUs. A few quarters with Myntra and the team visited Neelam’s store in Jaipur and asked her to create 100 styles for Myntra. “Things have only moved uphill since then. My sales volume has been doubling every year,” says Neelam. Geroo Jaipur also received an award in 2020 for its sustainable offering.

With the festive season around the corner, the team is hoping to hit double sales growth as compared to last year. Since March, they have been working on R&D, creating fresh looks, designing styles and keeping up with trends in demand. This year, with 500+ styles in their portfolio, the ethnic wear brand is focusing on organza, and adding bandhani, gota patti and other embellishments on it. They’re also selling in different price brackets so that it’s affordable for a larger section of the market.

Neelam Jain, Geroo Jaipur, Myntra

She adds, “We now have a good digital presence all over India and the constant feedback from Myntra is helping us scale up and recraft better garments.”


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