Sourav Ganguly steps onto new pitch, teams up with Myntra to launch ethnic wear ‘Souragya’

Sourav Ganguly has walked into countless high-pressure pitches, but this time the former India captain is striding out into a new field altogether — fashion. Just as he once reshaped Indian cricket with his fearless leadership, Ganguly is now teaming up with Myntra to try and leave his mark on the country’s booming ethnic wear market, with the launch of his new brand - Souragya.

Myntra Jabong India, the wholesale arm of Myntra, has announced the launch of Souragya, a premium ethnic wear brand created in partnership with Ganguly. The launch comes just ahead of Durga Pujo festivities, underscoring the brand’s cultural roots.

"We will not just stick to ethnic, we will launch more fashion wear going ahead. This is a long term association. It is just not money, it is to create something meaningful," said Ganguly at the launch event.


“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," Ganguly said.

"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,” Ganguly added.

The move signals Ganguly’s new foray into fashion entrepreneurship, with his vision to bring West Bengal’s authentic designs and silhouettes into the national spotlight driving the collaboration. Souragya aims to blend traditional craftsmanship with contemporary design for an elevated take on ethnic fashion, the company said.

Under the licensing agreement, Myntra will contribute its design and brand-building expertise to Souragya.

The debut collection pays homage to Bengal’s artistic and cultural heritage. Featuring premium fabrics, intricate craftsmanship and contemporary tailoring, the line is designed to reinterpret classic Indian wear for today’s buyers. Souragya will launch with nearly 100 styles, with plans to expand further in the coming months.

The selection includes Kantha embroidery, Tant and Jamdani weaves, and Batik printing techniques, celebrating Bengal’s distinctive art forms. Signature looks will feature the kurta paired with the mayurpankh dhoti and an elegant gamcha. For ceremonial occasions, the line offers sherwanis with dhotis, chudidars, tapering pants and salwars, alongside kurta sets.

The timing is significant. India’s apparel market is undergoing major transformation, driven by changing consumer preferences and a rising appetite for branded clothing. According to India Brand Equity Foundation, the apparel market was valued at US$102.8 billion in 2022 and is expected to grow to US$146.3 billion by 2032, expanding at a CAGR of 4%. Government programmes like Make in India and skill development initiatives have also supported innovation and growth across the sector.

Ethnic wear in particular is poised for rapid expansion. Business Research Insights estimates the Indian ethnic wear market at about US$197.2 billion in 2024, with projections of US$558.5 billion by 2033, growing at a CAGR of 12.6% between 2024 and 2033. The growth is fuelled by cultural festivals, weddings, rising disposable incomes and an increasing preference for traditional styles among younger generations, alongside the influence of Bollywood.

“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," Suman Saha, CXO and Head of House of Brands at MJIPL, said.

"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,” he added.

The collection will be available exclusively on Myntra’s app and website.