H&M India partners with e-commerce platforms Myntra and Jabong. Credit: Loudrocksurfer at en.wikipedia.

Fast fashion brand H&M India has signed a deal to sell its products on e-commerce platforms Myntra and Jabong, the fashion retail portals of e-commerce firm Flipkart.

According to Myntra and Jabong head Amar Nagaram, the partnership will allow millions of online shoppers across India to access H&M collections and have them delivered to their homes.

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The Swedish fashion apparel retailer, which opened its first store in India in 2015, currently operates 41 stores across the country.

It also launched its online store and the H&M app for Indian shoppers in 2018.

H&M group CEO Karl-Johan Persson said: “India is a growth market with large potential and we look forward to making our brand available to new customers across the country.

“Myntra and Jabong will be an important complement to H&M’s existing physical and digital stores in India.”

“Myntra and Jabong will be an important complement to H&M’s existing physical and digital stores in India.”

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The fashion retailer reported increased sales growth in its first quarter (Q1) results last month and started to sell clothes manufactured using sustainable fabric alternatives, under its Conscious Exclusive line, in select stores.

The clothes are made using pineapple leaves, orange peels and algae and marks the ninth Conscious Exclusive line featuring sustainable and ethical fashion.

Other sustainable materials used for the collection include 100% regenerated fibre from fishnets, organic linen and recycled polyester.

H&M creative advisor Ann-Sofie Johansson said: “The innovation behind sustainable materials never ceases to amaze. The way the materials feature in our Conscious Exclusive collection shows how the latest technology can be incorporated with time-honoured techniques for spectacular results.”

H&M group currently operates 47 online stores and more than 4,900 stores in 72 markets across the world under a range of brands, including COS, Monki, Weekday, Cheap Monday, & Other Stories, H&M HOME, ARKET and Afound.