Myntra Introduces ‘Indiework’ – A Dedicated Ethnic Workwear Store for Professionals

Leading fashion e-commerce platform Myntra has unveiled Indiework, a dedicated store within its app, designed to cater to the growing demand for ethnic workwear. This launch marks a significant shift in workplace fashion, blending traditional aesthetics with contemporary silhouettes to create stylish and comfortable office wear.

The Indiework collection features 6,000 styles from over 80+ brands, including renowned labels such as Truebrowns, The Indian Ethnic Co., Suta, Jaypore, Taavi, and Ambraee. Recognizing the increasing popularity of ethnic workwear, Myntra has added 20 new brands specializing in minimalistic and contemporary premium Indian wear.

Changing Trends in Workplace Fashion

With office attire evolving beyond conventional business suits and sarees, modern working women—especially in metro and Tier 1 cities—are seeking comfortable yet professional alternatives. Indiework’s selection offers a mix of A-line, Asymmetrical, Anarkalis, and Long Straight Cuts, ensuring versatility across different professional settings.

The collection also emphasizes breathable fabrics such as Linen, Handlooms, Schiffli, Chikankari, and Cotton, available in classic neutrals, vibrant prints, and bold colors. This aligns with the rising demand for lightweight silhouettes and minimalist designs in professional wardrobes.

Industry Growth & Brand Performance

Myntra’s data highlights a triple-digit year-on-year growth in the ethnic workwear segment, with brands such as:

  • Autumn Lane witnessing a 180% increase,
  • Ganga Fashions growing by 140%, and
  • Ambraee seeing a 70% rise in sales.

This trend signals a shift in Indian workwear preferences, with a stronger inclination toward elegant, fusion-inspired styles.

Myntra’s Vision for Indiework

Commenting on the launch, Sharon Pais, Chief Business Officer at Myntra, said:

“Made-in-India brands have been at the forefront of revolutionizing women’s workwear in the country. Through Indiework, our effort is to bring their contemporary offerings to the fore and help them build salience with professionals looking for a desi twist within their workwear wardrobe.”

As one of India’s leading online fashion platforms, Myntra currently services over 19,000 pin codes and offers a vast portfolio of over 9,700 brands including H&M, Levi’s, Tommy Hilfiger, Marks & Spencer, Nike, Puma, and more.

With Indiework, Myntra aims to redefine modern professional wear, empowering women with styles that blend tradition, functionality, and elegance.