bangalore indias top fashion portals have sewn up nearly half a dozen partnerships with global and local apparel brands in the past month as they battle to attract and retain fickle consumers in the latest such deal itcs wills lifestyle brand said it will offer its designer collection on myntra which was recently bought by the countrys largest online retailer flipkart myntra also aims to introduce harvard university ivy league clothing on its site in the next few weeks since may myntra has inked deals with dutch youth fashion brand scotch soda designer rajesh pratap singhs mario miranda and music t shirt collection rival jabong signed up londonbased high street brand river island in june following up on earlier deals with another ukbrand dorothy perkins as well as designer rohit bal you will see doubledigit growth of exclusive partnerships between now and diwali said ganesh subramanian chief operating officer at myntra flipkart which plans to invest about rs 600 crore in the fashion business over the next 18 months has also entered the fray with a tieup last month with japan inspired uk clothing brand superdry experts are of the view that with a finite number of top brands available indian portals are anxious to bag the most partnerships as competition becomes fierce in the rs13700 crore online retail industry there is a sense of urgency now said pragya singh an associate vice president at retail advisory firm technopak sites want to tie up with as many brands as soon as possible executives at these fashion portals said apart from grabbing customer attention brand tieups also deliver significant revenue everyone is trying to gain market share and in fashion such partnerships will help create differentiation said ashutosh lawania myntras cofounder who estimates that premium brands contribute up to a fifth of the revenue at his company this fiscal myntra aims to earn revenue of rs2000 crore the bangalorebased company also sells sportswear label new balance ukbased streetwear brand stanley kane and spains desigual we look at data and when we find a gap in the market we find a brand that can close the gap said michael adnani vice president of retail and head of brand alliances at flipkart diesel and debenhams are among the over halfadozen fashion brands that the bangalorebased company has brought to online consumers exclusively for a number of these brands opting to sell exclusively on online portals is one way to reach specific customers with this association the collection will now be easily accessible to a larger consumer base including markets where the wills lifestyle stores are not present yet said atul chand divisional chief executive at itc lifestyle retailing brands also find that online sites are more receptive to their demands franklin thielsch the international sales director at dutch brand scotch soda said india was not a priority market when they began to look beyond europe a few years ago but we saw the growth of digital medium in india and myntra