This way of selling apparel to shoppers in Canada will benefit Indian retailers who otherwise would not have been able to enter international commerce. Fashion portal Myntra has been seeking new markets. This collaboration expands the product reach, creating a global marketplace for Indian sellers and contributing to exports from India.

Indians in Canada do not get ethnic wear easily. Most such apparel has relatively cheap textile quality and unskilled work. Apart from being highly expensive, prominently because of the ethnic tag, size is also an issue.

Working across platforms, Walmart and Myntra will look to meet the needs of customers looking for authentic Indian wear. To start with, the American retailer is looking to rekindle the magic of Bollywood with the Indian diaspora in Canada. It is set to offer a broader assortment of Myntra products for customers, such as the All About You line from Deepika Padukone. On the anvil are other celebrity labels such as HRX by Hrithik Roshan, and the House of Pataudi by Saif Ali Khan.

The launch allows Walmart to test the global response to Myntra’s apparels, and comes close on the heels of a trial run done in October 2018, where a small range of Myntra clothing was retailed at Walmart outlets in Canada.