App-based fashion retailer Myntra is banking on its in-house brands to push its growth at a time when local e-commerce players are under pressure to cut their losses and turn profitable.

Myntra’s focus on creating online private labels, a strategy it adopted early on, puts it in direct competition with in-house brands of traditional brick-and-mortar retailers such as Shoppers Stop, Lifestyle, Future Group and Spencer’s. Most other specialized online fashion players like Jabong do not have a robust private brand strategy so far.

Roadster, the top selling brand for Myntra Fashion among a dozen of its own labels, has clocked sales of Rs 320 crore so far this year and aims to become a 100-million US dollar, or Rs 650-crore, brand by the end of 2016, a company executive said.

Myntra’s other private brands such as HRX, All About You, and Dressberry are among the highest-grossing private labels after Roadster. Private brands offer retailers better margins as they are manufactured by them.

Myntra, which was acquired by Flipkart last year, clocks over Rs 700 crore in sales from all of its private brands and is set to close the year at 550 million US dollar in gross merchandise value GMV.