Myntra fashion e-tailer owned by Flipkart to promote the handloom industry have partnered with Textile Ministry to work directly with weavers. Myntra, along with some of its partner brands, will work on bringing artisans and their products online to provide them with access to new customers and opportunities.

Ananth Narayanan, CEO of Myntra and Jabong, said that they are delighted to be a part of an initiative that is engaged in preserving country's rich textile and cultural traditions. They are also aiming to achieve a 10X growth in sales of handloom ethnic wear for women, over the next one year.

These products will retail on Myntra via a dedicated online store, creating a one-stop shop for handloom products.

So far, about 49 brands associated with Myntra includes names like W, Biba, Peter England, Raymond, Welspun, Chennai Silks, Metro and others have pledged to be a part of this initiative and source handloom products from the weaver community.

Myntra will also launch a new handloom brand during its upcoming annual Brand Summit, The Tech Threads, on November 2 in Bengaluru.