Flipkart-owned Myntra’s private lifestyle brand Taavi has collaborated with about 1,300 artisans from seven Indian States to revive Indian textile craft. The fashion brand, launched recently, sells apparel for men and women with traditional Indian embroidery such as Kolkata’s kantha and Odisha’s sambalpuri ikkat. It has been working directly with local artisans and through NGOs to make traditional Indian textile and embroidery mainstream to capture India’s millennial population and broaden the customer base of the platform.