In a landmark collaboration, Myntra, one of India’s largest fashion e-commerce platforms, has partnered with cricket legend and former BCCI president Sourav Ganguly to launch ‘Souragya’, a premium ethnic wear brand for men. This new fashion label is set to redefine men’s festive and wedding fashion, blending traditional craftsmanship with contemporary design sensibilities.
What is ‘Souragya’?
‘Souragya’ is an exclusive ethnic wear brand that celebrates the essence of Indian tradition while catering to the evolving tastes of modern men. The name reflects a combination of Sourav Ganguly’s iconic persona and the Sanskrit word “Agya,” symbolizing respect, authority, and tradition.
The brand focuses on premium-quality ethnic wear, offering a wide range of styles suitable for:
- Weddings and festive occasions
- Family celebrations and religious events
- Office parties and semi-formal gatherings
Collection Highlights
The ‘Souragya’ collection features an extensive range of ethnic and Indo-western outfits, curated to appeal to young professionals and fashion-forward men.
Key Pieces in the Collection:
- Kurta Sets: Elegant silk and cotton kurtas paired with churidars or pajamas.
- Sherwanis: Regal designs ideal for weddings and grand occasions.
- Nehru Jackets: Versatile jackets that can be styled over kurtas or shirts.
- Indo-Western Fusion Wear: Contemporary silhouettes combining Western cuts with Indian embroidery.
- Accessories: Mojaris, stoles, and pocket squares to complete the look.
Each piece is designed to offer comfort, durability, and timeless style, making it a perfect choice for men who want to stand out at every occasion.
Why This Collaboration Matters
The launch of ‘Souragya’ marks a significant moment in India’s fashion landscape for several reasons:
- Celebrity-Driven Branding: Sourav Ganguly’s influence as a style icon and respected leader is expected to inspire customers and increase brand trust.
- Growing Demand for Men’s Ethnic Wear: The men’s ethnic wear market in India is growing at a CAGR of over 9-10% annually, fueled by weddings, festivals, and rising disposable incomes.
- E-commerce Exclusivity: Being available on Myntra ensures a pan-India reach and a convenient shopping experience for consumers.
Sourav Ganguly on the Launch
Speaking at the launch event, Sourav Ganguly said:
“Fashion for men is evolving, and ethnic wear has become an integral part of every man’s wardrobe. With ‘Souragya,’ we aim to make premium ethnic wear accessible, stylish, and comfortable for every Indian man.”
His statement reflects the brand’s mission to democratize premium ethnic wear and make it aspirational yet affordable.
Myntra’s Strategy
Myntra has been focusing on strengthening its private labels and celebrity-led collaborations to stay ahead in India’s competitive online fashion market. The platform already houses brands like Taavi, Roadster, and HRX by Hrithik Roshan. The launch of ‘Souragya’ is expected to:
- Strengthen Myntra’s occasion-wear portfolio.
- Attract new customers looking for celebrity-endorsed fashion.
- Boost sales during the upcoming festive and wedding season.
Market Opportunity
India’s ethnic wear market is projected to reach USD 20+ billion by 2025, with a major chunk of growth coming from the men’s segment. Traditionally dominated by women’s fashion, the men’s ethnic wear segment is now witnessing a surge in demand for:
- Personalized wedding attire
- Stylish festival outfits
- Comfortable yet fashionable office party wear
By launching ‘Souragya,’ Myntra is tapping into this high-potential, under-served category.
Sustainability & Quality
Myntra and ‘Souragya’ have placed a strong emphasis on sustainable sourcing and quality craftsmanship. Many of the pieces are made using natural fabrics like cotton, silk, and linen, supporting Indian artisans and weavers. This aligns with the growing trend of conscious consumerism among urban Indian shoppers.
Price Range and Availability
‘Souragya’ aims to be a premium yet affordable brand, with prices starting at around ₹2,499 for kurta sets and going up to ₹25,000 for luxury sherwanis. The collection is available exclusively on Myntra’s app and website, with doorstep delivery across India.
Customers can also expect special discounts and offers during Myntra’s Big Fashion Festivals and wedding-season sales.
Social Media Buzz
Within hours of the launch, #Souragya and #SouravGanguly were trending on social media platforms. Fans appreciated the brand’s aesthetic, with many calling it “the perfect blend of elegance and modernity.” Influencers and fashion bloggers have already started styling looks from the collection, adding to its viral appeal.
Future Plans
Industry insiders expect Myntra to expand ‘Souragya’ beyond clothing into ethnic footwear, accessories, and even fragrances. Offline pop-up stores and experience centers might also be planned in metro cities to give customers a touch-and-feel experience.
Conclusion
The launch of ‘Souragya’ by Myntra and Sourav Ganguly is set to redefine men’s ethnic wear in India. By combining celebrity credibility, Myntra’s digital reach, and top-notch design, the brand is poised to become a household name for festive and wedding fashion.
As India’s fashion industry continues to grow, collaborations like these highlight the fusion of tradition and innovation, making style accessible to millions of Indian men who want to look their best for every occasion.