When it comes to an ethnic wear label, there is no one better than Saif Ali Khan to imagine with! He’s best suited to complement the venture, not just with his iconic Bollywood reputation but his strong family influence and historic footprint.
“The House of Pataudi” named after the 10th Nawab, Saif Ali Khan’s from the Pataudi Tribe, is a joint venture of Myntra, Exceed Entertainment and Saif Ali Khan. It is formulated as one of its kind ethnic clothing brands and is expected to be India’s biggest ethnic wear brand for men and women both. The team has made it clear that the initial journey will begin with an online store, however, has plans to expand the label with brand stores throughout India and beyond.
Exploring the new avenues by tapping into an unorganized and unpredictable market is a big risk but Ananth Narayanan, CEO of Myntra-Jabong said that they have seen considerable searches for ethnic wear on Myntra and hence, decided to launch the brand.
This is a very strategic move and is based on the data received from the searches made on Myntra for Ethnic Wears, hence they understand that the current market is completely unorganized and unpredictable. According to Ananth Narayanan, CEO of Myntra-Jabong, the market is no less than Rs. 70,000 crores and is potentially massive.
Adding more spice to the news, Myntra shares his plans to 100 open stores for some of its other private labels in the next two years, out of which 50 will be for the Roadster brand, which is Myntra’s fastest-growing outdoor lifestyle brand, followed by HRX.
HRX is Hrithik Roshan’s athleisure brand, with the majority stake owned by Myntra with annual sales of over Rs 100 crores. It is one of the five most-selling brands on Myntra however, the owners are now expecting House of Pataudi products to also fly off the shelf like HRX, not only because of the Saif Ali Khan factor but also due to lack of ethnic wear labels in India.