IndusDiva through its ethnic wear fashion brand Khadi Originals will market a trendy, ethnic and fusion apparel range on Indian online fashion retailer Myntra.

Khadi Originals is a mix of earthy elegance, minimalistic chic and subtle sophistication and inspired by nature, which make these creations an all-season clothing, according to a statement.

“India’s younger generation is losing touch with ethnic wear for various reasons or is being perceived as old fashioned,” Vineet Saxena, co-founder IndusDiva said.

“IndusDiva endeavours to change this and we want to make Indian ethnic wear trendy, wearable and wearing it, would make a modern Indian feel proud,” he added.

Gunjan Soni, CMO at the fashion retailer said the introduction of Khadi Originals is a revolutionary new concept.