Taavi is an ethnic wear label owned by Myntra. It sells kurtas, kurta sets, dresses, shrugs and tops for women, along with some menswear, using traditional Indian prints and weaves. Most pieces sell for under ₹1,000.
The brand’s pitch is Indian craft at an everyday price. Across the 25 Taavi products we track, the typical piece sold for ₹734. That low price is worth thinking about when you read the word “craft” on the label.
Taavi is Myntra’s private label for craft-inspired ethnic wear, made in India by contract makers in Chennai and Jaipur, among others. At a typical ₹734, it is cheap and pleasant for everyday kurtas. Its MRPs are not real prices: the median discount was 73%. Buy it for traditional-looking prints at a low price, and do not assume a ₹700 kurta is handmade.
Snapshot
- Founded
- Myntra label; its artisan programme was announced in 2019
- Founder
- Created by Myntra. No individual founder is named
- Headquarters
- Bengaluru, India (Myntra)
- Current owner
- Myntra, part of the Flipkart group
- Category
- Ethnic wear: kurtas, kurta sets, dresses, tops and shrugs
- Price band in India
- MRPs of ₹1,499 to ₹6,699; most pieces sell for ₹400 to ₹1,000. Budget
- Available in India
- Official: Myntra and Taavi stores
How it started
Taavi is one of several in-house labels built by Myntra. In September 2019, Myntra said it was working with about 1,300 artisans across seven Indian states on Taavi, using crafts such as kantha embroidery from Kolkata and sambalpuri ikat from Odisha.
A Myntra executive described the aim as joining India’s unorganised textile and handicraft sector with modern fashion. The brand has since opened its own stores, including one at Phoenix Palladium in Mumbai.
Taavi sits beside other Myntra labels such as House of Pataudi, Anouk and Roadster. For more on how those in-house labels work, see our Myntra audit.
What they actually make
The range is mostly women’s kurtas, along with kurta sets, dresses, tops and shrugs. There is a smaller men’s line of kurtas and shirts. Many designs use block-style prints, stripes and traditional motifs.
Myntra does not make the clothes itself. On 30 October 2026, three Taavi pieces we checked on Myntra all listed India as the country of origin. The makers named were Mokksha Designs in Ambattur, Chennai; Mokksha Clothing in Chennai; and Rasayan Lifestyle in Sitapura, Jaipur.
Myntra’s artisan figures date from 2019, and its listings do not say which pieces involve artisans. Treat a low-priced Taavi kurta as craft-inspired unless the listing says otherwise.
What Taavi costs in India
We looked at all 25 Taavi products listed on FashionAudit on 30 October 2026. The median MRP was ₹2,799 and the median selling price was ₹734.
- Typical MRP
- ₹2,799
- Typical selling price
- ₹734
- Gap
- 73% below MRP
- Checked on
- 30 October 2026
Median prices, FashionAudit listings, 30 October 2026. The blue part is what you pay.
All 25 listings sold at 50% or more below MRP, and 17 at 70% or more.
A kurta with a ₹2,499 MRP sells for ₹701. At that price, enjoy the print and do not pay extra for a craft story.
Typical selling price after each name. FashionAudit listings: Taavi 25, Anouk 52, Libas 30, Biba 4.
Taavi’s typical price sits close to Anouk’s, and well below Libas, though item mixes differ. Taavi’s discount is the deepest of the four.
Who Taavi is actually for
Taavi suits a woman who wants an everyday cotton kurta with a traditional look, for office or home, at about ₹700. It is an easy way to add Indian prints to a wardrobe for little money.
It is the wrong choice if you want genuine handloom or hand-embroidered clothing with a named artisan behind it. Specialist craft labels cost much more because that work takes much longer.
Traditional-looking kurtas for about ₹700
Made in India
Myntra’s returns behind every order
MRPs are three to four times the real price
Craft claims are general, not piece by piece
Not a substitute for true handloom
Reputation and controversies
Taavi’s public record is thin because it is a label inside Myntra, with no separate accounts. The fair question is the one about its craft story: Myntra described an artisan programme in 2019, but its listings today name garment makers and do not say how much handwork a given piece contains.
Taavi is also a store-owned brand. Myntra sells it, owns it and decides how prominently it appears in search and sales. That is common in retail, and worth knowing when you see it at the top of a page.
Buying it in India
Buy on Myntra or in a Taavi store
Taavi is Myntra’s label. On Myntra, listings can show several sellers, and returns run through Myntra.
Ignore the discount badge
70% off is normal for Taavi. Compare the selling price with similar kurtas, not with the MRP.
Read the fabric and craft line
Look for the fabric, and for words like handloom or hand-embroidered. If they are missing, assume the print is made by machine.
Know the fair price
Most Taavi kurtas sell for about ₹700. Above ₹1,500 for a single kurta, compare with other labels first.
You can compare current Taavi prices on our Taavi shop page.
Common questions
Is Taavi a Myntra brand?
Yes. Taavi is Myntra’s private label for craft-inspired ethnic wear. Myntra is part of the Flipkart group, which Walmart controls.
Is Taavi handmade?
Not necessarily. Myntra said in 2019 that it worked with about 1,300 artisans on the label, but the listings we checked name garment makers and do not describe handwork. Look for it on the listing itself.
Who makes Taavi clothes?
Contract makers in India. The pieces we checked named Mokksha Designs and Mokksha Clothing in Chennai and Rasayan Lifestyle in Jaipur, with India as the country of origin.
Is Taavi good quality?
It is fair for the price, at about ₹700 a kurta. Check the fabric and customer photos for the exact piece, as quality can differ between makers.
Why is Taavi always on sale?
Its MRPs are far above its real prices. All 25 listings we checked sold at 50% or more below MRP, with a median discount of 73%.
How we research and verify brand audits: our methodology.
References
- FashionNetwork, 19 September 2019 — Myntra’s private label, 1,300 artisans, seven states, crafts
- Indian Retailer, 2019 — aim of the brand, Myntra executive’s description
- India Retailing, Taavi store report — store at Phoenix Palladium, Mumbai
- Myntra, Taavi listings, checked 30 October 2026 — country of origin, manufacturer names and addresses, prices
- FashionAudit Taavi listings, 30 October 2026 — MRP and selling-price analysis of 25 products, and comparison with Anouk, Libas and Biba
Taavi is Myntra’s own ethnic label, and at about ₹700 a kurta it is a cheap, pleasant way to wear traditional prints every day. The clothes are made in India by garment makers we can name.
Be careful with two numbers and one word. The MRP, at a median 73% above the real price, means little. The artisan figures are from 2019. And “craft” on a ₹700 kurta usually describes the look, not the making.
Buy Taavi for the print at ₹700; if you want true handwork, pay a specialist for it.
