MUMBAI: NDTV Ventures’ IndianRoots.com, an online marketplace for Indian fashion, has inked a partnership with Fabindia. With this, IndianRoots will now serve as an online platform to showcase Fabindia’s range to the international audience.

IndianRoots, since its inception in 2013 has been hosting brands and designers with an aim to bridge the gap between products ‘Made in India’ and the worldwide market of Indians. 

IndianRoots recently also partnered with Banka Silk from Bihar, Craftroots - An NGO by Anar Patel and with the Government of Bihar to promote Indian artisanship and make it accessible to global audiences.

NDTV Group CEO and executive director Vikram Chandra said, “NDTV is delighted to welcome FabIndia as a partner on IndianRoots. We have immense respect for FabIndia as a great Indian brand in the ethnic category. I am sure this partnership will help both of us reach new heights.”

NDTV Ethnic Retail (IndianRoots.com) executive director Shyatto Raha added, “This partnership with an iconic brand like Fabindia is a feather in the cap of our ‘Made in India’ campaign. The association acts as a bridge between Fabindia and its international clientele. It will not only help Fabindia reach out to Indian patrons abroad but will also drive its brand presence amongst non Indian communities.”

NDTV Ethnic Retail (IndianRoots.com) CEO Rahul Narvekar said, “This partnership is a one of a kind in the e-commerce domain. It reiterates the significance of Indian fashion in the global marketplace. This partnership can set a benchmark for the e-commerce industry in terms of the natural confluence of two brands for mutual expansion and growth.”