} Myntra Collaborates With Saif Ali Khan To Launch Ethnic Brand 'House of Pataudi'

Online fashion retailer Myntra recently collaborated with Bollywood actor Saif Ali Khan to launch ethnic brand ‘House of Pataudi’ to tap into the ethnic wear market in India. Myntra will have a major stake in the brand while Khan and Exceed Entertainment will be the other stakeholders in the brand.

Speaking about brand, Saif Ali Khan said, “House of Pataudi for me is an extension of my family legacy. The teams at Myntra and Exceed have put in a lot of research and effort and I believe we have all the right ingredients to build upon.”

According to an ET report, Ananth Narayanan, CEO, Myntra-Jabong believes that House of Pataudi is a first of its kind brand in the country that embodies royalty and a rich cultural heritage. Myntra is clearly focused on a strong customer proposition. The team further believes that currently there is a huge gap in brand offerings in the ethnic wear space, especially for men.

“The Pataudi’s are popular for their sophistication and rich heritage as well as reflect a strong sense of culture and tradition. The brand’s design team has worked closely with Saif Ali Khan; inspired by his own personal style statement,” said Myntra in a media statement.

“House of Pataudi is an ideal fit, being rich on tradition, heritage, design, and offers customers a slice of the world that we believe is lost, at price points that are highly affordable,” added Narayana.

House of Pataudi is focused on changing the perception about ethnic dressing being limited only to festivals and occasions and bringing it back to everyday wear.

The brand is expected to perform well on the platform as it is the first private label by Myntra offering men’s ethnic wear. The timing of the launch is also apt as the festive season is underway and with India’s biggest festival Diwali round the corner, the brand is expected to do good business in the coming days.

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