Fashion e-commerce platform Myntra is relying on collaborations with celebrities and regional cultural traditions to tap into India's profitable festive apparel market. The company is introducing a high-end ethnic wear label, Souragya, featuring former cricket captain Sourav Ganguly just before the Durga Puja shopping period.

Souragya will showcase almost 100 varieties of , such as sherwanis, kurtas, and formal attire, appealing to customers looking for culturally genuine designs.

“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,” says Sourav.

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The launch aligns with India's busiest festive shopping season, during which ethnic wear sales spike. Myntra Jabong India Private Limited (MJIPL), the wholesale division of Myntra, will oversee the design, production, and distribution for the brand, emphasizing classic Bengali artisanship like Kantha stitching, Jamdani fabrics, and Batik dyeing methods.

The collection showcases the heritage of contemporary Bengal, featuring classic kurtas paired with mayurpankh dhotis and gamchas. Shoppers will also discover ceremonial styles like sherwanis paired with dhotis, churidars, slim-fit trousers, salwars, and kurta sets.

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Suman Saha, CXO and head of House of Brands, MJIPL says,"With the holiday season here, Souragya will be the perfect fashion selection for celebrations and more. The collection serves as a strategic enhancement to our premium ethnic wear range, showcasing the region’s passion for color and exquisite designs through diverse collections for various occasions.”

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The launch signifies Myntra’s newest effort in private-label premium sectors as rivalry escalates in India’s online fashion and lifestyle arena, anticipated to grow from $16–17 billion to $40–45 billion by 2028, based on industry projections.