In a first, Nalli sarees from Chennai are now available on the Myntra platform

While TN silk saree brands such as Nalli, Kumaran, Pothy’s and Thulasi have their own individual e-commerce sites, this could be the first time a brand has expanded on a third-party e-commerce portal.

Founded in 1928, Nalli is a household name as a saree brand in the South.

E-commerce platform Myntra has announced a partnership with Nalli, which marks the saree brand’s entry into the e-commerce market, the first outside of its own website, and will offer over 1,000 styles to customers across the country.

Founded in 1928, Nalli is a household name as a saree brand and has been at the forefront of textiles and retail in the country.

The deal represents a milestone for the silk saree retail trade in Tamil Nadu. While brands such as Nalli, Kumaran, Pothy’s and Thulasi have their own individual e-commerce sites, this could be the first time a brand has expanded on a third-party e-commerce portal.

Read also : Myntra changes logo after complaint that signage is offensive to women

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“Nalli is known for its unconventional ‘Every Day Value Price’ strategy, which is based on unparalleled product quality at competitive prices, achieved through operational excellence and optimized cost structures,” Myntra said. in a press release.

“In its first-ever association with an e-commerce marketplace, Nalli will leverage Myntra’s network across the country and amplify its reach while accelerating its online journey. The brand will also connect with shoppers through Myntra’s industry-defining social commerce initiatives, including MLive and M-Studio to exponentially increase the visibility of the much-loved heritage brand,” the e-commerce platform added. of fashion.

Commenting on the launch of Nalli, Padmakumar Pal, VP Category Management, Myntra said, “Saree as a category is seeing strong growth on our platform with demand coming from both traditional and traditional markets. emerging. A growing number of women in Tier 2 and Tier 3 markets are now buying sarees online, creating a huge opportunity for Nalli and Myntra.

“We are delighted to introduce the legacy ‘Nalli’ brand to Myntra and are confident that this partnership will enhance our ability to respond to the widespread admiration for one of the country’s most beloved outfits among our high-end, fashion-conscious clientele. fashion for which quality and authenticity are of the utmost importance. This partnership strengthens Myntra’s brand game and demonstrates the trust major brands place in Myntra as we help them connect with new customers across the country.

Growth projects

Speaking about the association with Myntra, Lavanya Nalli, Vice President, said, “We have seen a wave of growth in India and internationally and continue to expand in stores and at www.nalli.com. Partnering with a trusted e-commerce partner like Myntra will allow us to access customers from everywhere. Myntra is known for its India-wide reach, customer focus, which we greatly appreciate, and leadership in the e-commerce market.

“We want to be able to reach Nalli customers across as many shopping formats as possible for them and our partnership with Myntra will allow us to cater to customers who can now shop the best of Nalli’s offerings from the comfort of their own home. via our own website or via Myntra. We look forward to launching many new exclusive collections in the coming months and offering top quality sarees at prices you won’t find anywhere else.

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