Cbazaar, one of the largest ethnic fashion e-store based in Chennai has relaunched itself with a new brand identity "EthnoVogue" to take the Indian fashion story forward across the globe. Ritu Kumar, ace designer has teamed up with Cbazaar to help reinvent textiles of Indian heritage for the modern era.

Cbazaar is bringing a whole new set of vibrant and dynamic designers, brands and retailers on board to address the cosmopolitan lifestyle.

A new logo was also unveiled in the presence of Ritu Kumar and Rajesh Nahar, co-founder and CEO of Cbazaar, on Thursday.

The re-branding exercise is primarily aimed at capitalizing on the growing affinity for Indian ethnic textiles in the world markets.

The new branding exercise will also focus on reviving the rich traditional Indian fineries and bringing them to the mainstream fashion that blends culture and avant garde.

The designer said that she strongly believe in the concept of EthnoVogue that has been truly created to capture the synergy between traditional and western outlook. It addresses people with a more cosmopolitan lifestyle and takes Indian motifs to a new international high while retaining its inherent ethnic aesthetics.

The Cbazaar product portfolio draws its inspiration from the timeless fashion heritage of India. EthnoVogue is a concept that reflects a whole new revolution in the ethnic fashion sense that combines a contemporary blend while retaining the rich Indian ethos. The new brand identity 'EthnoVogue' honours the legacy that Cbazaar has built over a decade and at the same time looks into the future, said Nahar.

With the Czarina of high fashion in the country, Ritu Kumar, sharing her vision with them, Cbazaar EthnoVogue gets a distinct edge and a high-definition.

The brand's USP is made-to-measure clothing and offers custom-built ethnic wear to keep with the international tastes and preferences. The brand houses some of the finest cuts, fabrics and styles across a myriad of Indian ethnic wear, along with accessories for men, women and children.

With a customer base of over one lakh, Cbazaar caters to customers in more than 188 countries and the new brand dovetails with Cbazaar's international business focus.