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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).
Traditional Indian clothing such as the kurti have been combined with jeans to form part of casual attire. [70] Fashion designers in India have blended several elements of Indian traditional designs into conventional western wear to create a unique style of contemporary Indian fashion. [69] [70]
Lifestyle is a fashion retail store chain owned by Dubai-based conglomerate Landmark Group. [2] Lifestyle's inventory consists of Indian and western apparels, footwear, handbags, beauty products, and fashion accessories for men, women, and children.
Jabong.com launched the India Online Fashion Week in 2014. The event was described as a platform for young and aspiring designers, stylists, models and photographers, who were mentored by fashion industry experts including celebrity mentor Yami Gautam. [27] Jabong.com launched a monthly fashion magazine "The Juice" in April, 2014.
Limeroad, stylized as LimeRoad is an Indian online marketplace, [1] owned by V-Mart Retail. [3] The company is based in Gurugram, Haryana. It is India's first women's social shopping website. [4] [5] It deals in clothing and accessories for women, men and kids.
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