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In 2011, Myntra began selling fashion and lifestyle products and moved away from personalisation. By 2012, Myntra offered products from 350 Indian and International brands. The website launched the brands Fastrack Watches and Being Human. [12] In 2014, Myntra was acquired by Flipkart in a deal valued at ₹ 2,000 crore (US$230 million
Women in ghagra choli, c. 1872. Ghagra choli (also known as lehenga choli and chaniya choli) is a type of ethnic clothing for women from India, notably in the Indian states of Rajasthan, [1] [2] Gujarat, [3] Madhya Pradesh, Uttar Pradesh, Bihar, Haryana, Punjab, Himachal Pradesh, Uttarakhand, Jammu and Kashmir and southern Nepal in Terai plains.
The lehenga became a favorite attire for Mughal women of all ages and classes due to its royal appeal and convenience. The lehenga is sometimes worn as the lower portion of a gagra choli or langa voni. Ghagra in Hindi (also ghagro in Konknni), was also used to refer to the half slip or petticoat, a skirt worn as an undergarment below the sari.
Actress Raima Sen in a lehenga-style sari. A lehenga-style sari is a modern garment introduced in India that blends elements of the traditional sari and lehenga choli. A lehenga-style sari is normally 4.5 metres (5 yards) to 5.5 metres (6 yards) long. To wear one, unlike a sari, one does not have to form pleats but may simply tuck and drape.
The label's design language is claimed to exhibit glamour and is a reflection of modern India. In 2019, many actresses wore the signature "Manish Malhotra saree" that the designer introduced in a variety of colours. He launched his first-ever make-up line, Manish Malhotra Beauty, in collaboration with My Glamm in December 2018.
Post-independence focus on revival of traditional textile and design led to the rise of "ethnic chic". The history of clothing in India dates back to ancient times, yet fashion is a new industry, as it was the traditional Indian clothing with regional variations, be it the sari, ghagra choli or dhoti, that remained popular until the early decades of post-independence India. [1]