Cricket icon Sourav Ganguly has entered the fashion space with the launch of Souragya, a premium ethnic wear brand developed in partnership with Myntra Jabong India, the wholesale arm of Myntra. The launch, timed just ahead of the Durga Puja festivities, highlights the label’s cultural roots while aiming to redefine contemporary ethnic fashion.
Ganguly said the brand reflected his love for Indian culture and his ambition to make it relevant for today’s fashion-forward generation. He described Souragya as a celebration of Indian craftsmanship infused with modern design sensibilities, noting that the collaboration with Myntra was instrumental in bringing his vision to life. He added that the focus of the line was on timeless, refined and versatile pieces designed to command attention while showcasing traditional silhouettes and artistry from West Bengal.
The debut collection, featuring nearly 100 styles, draws inspiration from Bengal’s artistic and cultural heritage. It incorporates Kantha embroidery, Tant and Jamdani weaves, and Batik printing, alongside signature looks such as kurtas paired with mayurpankh dhotis and gamchas. For ceremonial occasions, the line offers sherwanis with dhotis, churidars, tapering trousers and salwars, in addition to kurta sets.
Suman Saha, CXO and Head of House of Brands at MJIPL, said the collaboration represented a strategic addition to Myntra’s premium ethnic portfolio, offering culturally rooted fashion for varied occasions. He added that the timing of the launch, aligned with the festive season, positioned Souragya as an ideal choice for shoppers seeking heritage-inspired designs.
Industry analysts noted that the launch comes at a time when India’s apparel market is undergoing rapid transformation. The ethnic wear segment, in particular, is projected to expand significantly, driven by rising disposable incomes, weddings, cultural celebrations and growing interest in traditional fashion among younger consumers.
