Sourav Ganguly Launches Premium Ethnic Wear Brand 'Souragya' on Myntra

Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra, has announced the launch of ‘Souragya’, a premium ethnic wear brand co-created with former cricketer Sourav Ganguly. Timed ahead of Durga Pujo, the brand draws inspiration from West Bengal’s traditional designs and aims to reflect its cultural identity through modern tailoring.

Souragya combines traditional Indian textiles and techniques—such as Kantha embroidery, Tant and Jamdani weaves, and Batik prints—with contemporary design. The initial collection includes nearly 100 styles, featuring kurtas, dhotis, sherwanis, and kurta sets, and is expected to expand in the coming months.

Under a licensing agreement, MJIPL will support the brand’s design and development, focusing on quality, craftsmanship, and cultural representation aimed at modern Indian consumers.

Commenting on the launch of the brand, cricketing legend and co-creator of ‘Souragya’, Sourav Ganguly, said, “Souragya is a reflection of my deep-rooted love for our culture and my vision of making it relevant to the fashion-forward generation of today. 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. The focus was on creating pieces that are timeless, refined, and versatile, enabling shoppers to command attention while embracing the loved designs and silhouettes unique to the region.”

Speaking on the launch, Suman Saha, CXO, Head of House of Brands, MJIPL, said, “We are extremely excited to collaborate with Sourav Ganguly to introduce ‘Souragya’, for our discerning fashion customers looking for culturally rooted fashion. With the festive season upon us, ‘Souragya’ will make for an ideal fashion choice for celebrations and beyond. The collection represents a strategic addition to our premium ethnic wear portfolio, offering a taste of the exquisite designs and love for colour from the region, through varied collections and for multiple occasions.”

The brand will be available on the Myntra app and website.