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H&M's Anamika Khanna capsule sold out on Myntra in 32 minutes as global brands court Indian craft and design
H&M's 2024 Anamika Khanna capsule of 51 items sold out on Myntra within 32 minutes, priced ₹1,499 to ₹39,999. Nike, Mattel, Puma and adidas also ran India-rooted collaborations with local designers and craft brands.
The numbers
Figures from ET BrandEquity,
| Barbie Diwali doll resale value surge: | 180% |
|---|---|
| Barbie Diwali doll sell-out time: | 24 hours |
| Barbie resale price: | $40 to $210 |
| Nike x NorBlack NorWhite price range: | $55 to $140 |
| adidas x VegNonVeg pairs available: | 280 |
Why it matters for the brand
With Nike, Mattel, Puma and adidas all running India-rooted collaborations with local designers and craft brands, Indian designers and craft labels look like contested partnership targets, so early collaboration or licensing talks could secure access before rivals do.
What to track next
- A second H&M India designer capsule announced with a Myntra exclusive
- New India-rooted collaboration announcements from Nike, Puma, adidas or Mattel
- Sell-out times or resale premiums on the next drops compared with 32 minutes and 180%
- Public criticism over resale markups or the use of craft traditions in these drops
- Collaboration pieces reappearing in regular ranges or restocks, which would suggest weaker scarcity
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- H&M is likely to bring back the Indian-designer format with another capsule, probably a different designer or craft tradition, on the strength of the 32-minute sell-out.
- Myntra is likely to keep positioning itself as the default launch platform for limited global-brand collaborations in India, and to promote sell-out speed as proof of demand.
- Nike, Puma and adidas may extend their India-rooted work with local designers and craft brands, using festive timing as Mattel did with its Barbie Diwali doll.
- Mattel may extend its India-specific doll and festival editions, since the Barbie Diwali doll sold out in 24 hours and its resale value rose 180%.
- Indian designers and craft brands are likely to negotiate for stronger credit, pricing control and a share of revenue on future global tie-ups.
The source
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