In a bid to strengthen connect with the youth, Myntra.com, fashion and lifestyle online retailer, launched its first ever fashion property, Star N Style. Bollywood actress Kalki Koechlin unveiled the property by lining up a selection of over 350 apparel and accessory brands as part of the new range.

Commenting on the brand connect with the actress, Mukesh Bansal, Founder & CEO, Myntra.com, said, “Celebrities, Models, VJs all play a very big role in shaping people’s fashion state and style preferences. People take lot of fashion cues from movie stars. We are thrilled that we’re launching our first fashion property with Kalki. Our objective of bringing these youth icons together is to build a strong and a direct brand connect with our customers.”

Bansal felt that the launch with Kalki will build a strong connect with Myntra’s chosen target audience. The brand has two basic TG slabs, the 18-25year olds and the 27-35 year olds. And the fashion and lifestyle segment, occupying a massive 50 per cent market share in the Rs 3,000-3,500 crore e-commerce industry, seems to be a logical destination for the e-tailer.

Since Kalki has promoted her own style selection on Myntra, Bansal added that, there is a distinct synergy in what Kalki wears and what she has chosen. “Kalki’s youth appeal and elegance coincide perfectly with the fashion quotient of our exclusive brands. We are convinced that online shoppers will love to wear what Kalki has picked out under Star N Style.”

In an earlier interview with Pitch, Bansal stated that Myntra captures a 25-30 per cent share in the market and has around 400,000 visitors and 10,000 orders every day. Bansal estimates that his sales will hit a 10 percent rise in the next one year in tier two and three cities that is at 50 percent as of now.

Started by a group of IIT and IIM graduates in 2007, Myntra has now tied up with over 350 fashion and lifestyle brands in the country such as Nike, Adidas, Puma, Lee, Levis, Pepe, Wrangler, Arrow, Biba, Fabindia, UCB among others. Myntra has been aggressive in the advertising front with commercials on television like ‘Real life mein aisa hota hai kya’. Since it targets the youth it is majorly focused at the digital space and has a strong presence on Facebook.