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Myntra to increase focus on original fashion brands; Plans to have 15-20 of them

Flipkart-owned online fashion store Myntra is increasing focus on its original fashion brands and introducing more such brands in the future. The company currently has eight original fashion brands - Roadster, Dressberry, Mast & Harbour, Anouk, SherSingh, Kook n Keech, ETC and Hrithik Roshan’s casual wear brand HRX. In the long term, it plans to have around 15-20 such brands. These brands are also expected to be available on Flipkart shortly. Myntra CEO Mukesh Bansal mentions that these brands are more like a fashion brand rather than private label, since he believes it has an unique & distinct identity in the respective segment & price point and it is currently in a position to compete with all the existing national brands. Flipkart co-founder Sachin Bansal added that the big difference between a private label and fashion brand is that fashion brands command a price premium while private labels are more about value mostly. Note that Flipkart had also launched a private lifestyle label Flippd earlier in January this year. "What Myntra is doing with its fashion brands is that they are creating mainstream brands which people will come to Myntra for and not just we will see as an alternative of what an existing brand with a cheaper price offers" Sachin Bansal adds. Flipkart's other co-founder Binny Bansal mentioned that Myntra would be investing deeply into cutting edge design and bringing new fashion to the Indian customers, whereas Flipkart's private label will be more about value. Myntra's strategy for original brands Mukesh Bansal said that they currently have a…

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