Mumbai: Myntra Jabong India Private Limited (MJIPL), the B2B wholesale entity of Myntra, has announced the launch of ‘Souragya’, a premium ethnic wear brand in collaboration with cricketing legend Sourav Ganguly. Timed just ahead of the Durga Pujo festivities, the launch marks Ganguly’s foray into the world of fashion, expanding his legacy beyond the cricket field.
Sourav’s vision to bring authentic West Bengal-inspired designs and silhouettes to the national stage has been the key inspiration behind the co-creation of Souragya. The brand blends traditional Indian craftsmanship with contemporary aesthetics, offering an elevated take on premium ethnic wear.
As part of the licensing agreement, MJIPL will extend its design and brand-building expertise to Souragya, enabling the brand to offer a unique fusion of cultural heritage and modern elegance. The collection debuts with nearly 100 styles, with plans to expand further in the coming months.
Souragya’s range is rooted in Bengal’s rich cultural heritage, featuring Kantha embroideries, Tant and Jamdani weaves, and Batik printing techniques. The launch collection includes traditional kurtas paired with mayurpankh dhotis and gamchas, ceremonial sherwanis with dhotis, chudidars, tapering pants, salwars, and refined kurta sets, offering a versatile wardrobe for the modern consumer.
Commenting on the launch, cricketing legend and co-creator of ‘Souragya’, Sourav Ganguly, said, “Souragya is a reflection of my deep-rooted love for our culture and my vision of making it relevant to the fashion-forward generation of today. The brand is all about celebrating the craftsmanship of India while infusing contemporary design elements. Myntra’s expertise in design and its ability to bring this vision to life have been crucial in ensuring that the collection not only embodies sartorial excellence but also remains accessible to a wide audience. The focus was on creating pieces that are timeless, refined, and versatile, enabling shoppers to command attention while embracing the loved designs and silhouettes unique to the region.”
Suman Saha, CXO, Head of House of Brands, MJIPL, added, “We are extremely excited to collaborate with Sourav Ganguly to introduce ‘Souragya’, for our discerning fashion customers looking for culturally rooted fashion. With the festive season upon us, ‘Souragya’ will make for an ideal fashion choice for celebrations and beyond. The collection represents a strategic addition to our premium ethnic wear portfolio, offering a taste of the exquisite designs and love for colour from the region, through varied collections and for multiple occasions.”
With this launch, Sourav Ganguly brings his iconic leadership and vision into the fashion industry, redefining premium ethnic wear while setting new benchmarks for quality and sophistication.
