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Myntra’s private label Taavi enters Mumbai

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Located at Phoenix Palladium Mall, Mumbai, the new Taavi outlet is the brand’s ninth store in India

Bengaluru: Multi-cultural lifestyle brand Taavi by Myntra launches its first store in Mumbai at Phoenix Palladium Mall, Radhika Raj, a senior officer in brand marketing at Myntra announced in a social media post. The new outlet was inaugurated by Indian model and actress Dia Mirza.

“Team Taavi celebrates this milestone in the brand’s journey. Miles to go, many more artisans and NGOs to collaborate with,” commented Siddharth Arya, design director at Myntra.

Taavi is a sustainable homegrown brand launched by the e-commerce fashion company Myntra. The company sells apparel for men and women with traditional Indian embroidery like Kolkata’s Kantha and Odisha’s Sambalpuri ikkat. Since 2019, Taavi has been working directly with local artisans and through NGOs to make Indian textile and embroidery mainstream.

In 2021, the fashion brand made its foray into the personal care products category. Its products have been developed in collaboration with the Khadi Industry and small-scale enterprises that work with rural women and local communities in India.

Taavi opened its first-ever brick-and-mortar outlet in 2022 at Phoenix Marketcity, Whitefield, Bengaluru. Currently, the brand’s offline stores are present in several cities including Goa, Hyderabad, Bengaluru, Chennai, Mumbai and Noida.

Digital native Myntra houses a range of private labels that contribute up to 35% to its revenue. The e-tailer’s private label brand portfolio includes Roadster, Anouk, All About You, HRX, Mast & Harbour, DressBerry and Kook N Keech.

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