Myntra selects first batch of designers for its fashion incubator programme

Programme aims to provide budding entrepreneurs in areas of fashion and designing a platform to take them to next level

Online fashion retailer Myntra has selected the first batch of 11 start-ups to be part of its incubation programme which is known as at the Myntra Fashion Incubator (MFI).

The programme, said to be the first-of-its-kind, aims providing the budding entrepreneurs in areas of fashion and designing a platform to take them to the next level.

The selected start-ups will be inducted in Myntra's Designer-in-Residence programme as a part of which they will be given a studio at the company's campus from January 15, 2015.

They will also be able to work full-time on in promoting Myntra's brand.

MFI will also provide these candidates an opportunity to showcase their own brands in various platforms and sell those using Myntra's online platform. After completing one season, they can also pitch their fashion designs to MFI advisory board for investments to scale their business.

"...we aim to provide support to young talent and empower them to create sizeable indigenous fashion brands in the long-run," said Abhishek Verma, senior vice-president, Myntra Fashion Brands.

The programme, launched a few months ago, had around 700 applications coming in, from which 30 were selected. They were asked to present their creative and scalable business ideas through live demonstrations of sample designs.

Judges of the likes of Wendell Rodricks, Rina Dhaka, Rohit Gandhi & Rahul Khanna and Paras Bairoliya had evaluated these start-ups based on various parameters such as ready to wear, easy to sell and the areas where designer wants to focus on.

Entries saw participants experimenting in a number of niche areas like maternal wear, footwear, accessories, bags, etc.