Myntra and Sourav Ganguly join hands to ramp up the ethnic wear play in the country with the launch of 'Souragya'.

 

Myntra and Sourav Ganguly join hands to ramp up the ethnic wear play in the country with the launch of 'Souragya'

As a part of the licensing agreement, Myntra Jabong India Private Limited (MJIPL) will extend its design and brand-building expertise to Souragya

Former Indian Cricketer and BCCI President Sourav Ganguly attend the Fashion Show at Kolkata. Photo by Bibhash Lodh/BS News Agency.

The collection offers premium ethnic wear, blending cultural heritage with modern elegance

Sanchita Chatterjee, BS News Agency.Kolkata, 15 Sept, 2025: Myntra Jabong India Private Limited (MJIPL), the B2B wholesale entity of Myntra, announces the launch of 'Souragya', a premium ethnic wear brand, in association with the cricketing legend, Sourav Ganguly, just ahead of Durga Pujo festivities. With this, Sourav Ganguly is poised to expand his sporting legacy into the world of fashion. Sourav's vision to bring the authentic designs and silhouettes from West Bengal to the fore has been the key inspiration behind the co-creation of Souragya. The brand seamlessly blends traditional Indian craftsmanship with contemporary design, offering a luxurious and elevated approach to ethnic wear.

Pictures by Sanchita Chatterjee/BS News Agency.

As part of the licensing agreement, Myntra (MJIPL) will extend its design and brand-building expertise to Souragya, enabling it to deliver a fusion of culture and modern elegance, catering to the new-age fashion-conscious consumer, while embodying the highest standards of quality and style.

Souragya's collection is an ode to the region's rich cultural heritage and a celebration of its much-loved tapestry, featuring finely crafted garments that embody cultural pride and combine premium fabrics, intricate craftsmanship, and contemporary tailoring. Balancing tradition and trend, the selection offers a modern reinterpretation of the classic Indian fashion, relevant for today's consumer. The brand, launching with nearly 100 styles, is slated to scale the selection further in the coming months.

Photo by Bibhash Lodh/BS News Agency.

Boldly displaying its many unique art forms and crafts for everyone to explore, including Kantha embroideries, Tant & Jamdani weaves, and Batik printing techniques, the selection defines the roots of modern Bengal. The selection will feature the much-celebrated and traditional kurta with its mayurpankh dhoti and an elegant gamcha to complete the look. Additionally, customers will be delighted with ceremonial styles such as sherwanis with dhotis, chudidars, tapering pants and salwars, along with kurta sets.

Commenting on the launch of the brand, 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.