Myntra

SUMMARY

Myntra is a leading Indian fashion and lifestyle e-commerce brand, headquartered in Bengaluru, Karnataka. Originally founded in 2007 as a personalised gifting start-up, the company pivoted to fashion and lifestyle retail, and has grown into one of India’s largest e-commerce store for fashion and lifestyle products. It operates under the ownership of the Flipkart Group and is recognised for its wide selection of apparel, footwear, accessories and beauty products from domestic and international brands, combined with technology-driven services and a focus on style-conscious consumers.

HISTORY

Myntra was founded in 2007 by Mukesh Bansal, Ashutosh Lawania and Vineet Saxena, initially operating as a business-to-business personalised gifts portal offering items such as customised T-shirts, mugs and mouse-pads. Around 2010–2011, recognising limited scalability in the gifting segment and the rising opportunity in fashion e-commerce in India, the company pivoted into fashion and lifestyle retail, shifting to a business-to-consumer (model. By 2012, Myntra had built up a portfolio encompassing hundreds of Indian and international brands and began making inroads into mobile commerce.

A major milestone occurred in May 2014 when Flipkart acquired Myntra. Post-acquisition, Myntra continued to operate largely as an independent brand within the Flipkart Group, allowing it to retain its fashion-centric identity. In May 2015 Myntra made headlines by shutting down its website to become an “app-only” retailer, citing that most traffic and purchases were already via mobile devices. The move, however, had mixed results and by early 2016 the website was revived.

In subsequent years Myntra has pursued growth via technology investments, acquisitions and brand expansions. It acquired firms such as Native5 (mobile app development), Cubeit (content aggregation), InLogg (logistics tech) and the rival fashion portal Jabong in 2016. Recently, Myntra has placed emphasis on sustainability initiatives and support for handicraft and handloom sectors. For example, it partnered with the Indian Ministry of Textiles to promote the handloom industry.

Myntra’s value proposition revolves around giving consumers the power and ease of purchasing fashion and lifestyle products online. Offerings such as the largest in-season product catalogue, 100% authentic products, cash on delivery and 30 day return policy make Myntra, the preferred shopping destination in the country.

VISION

The vision of Myntra is to become India’s leading platform for fashion and lifestyle by offering a seamless shopping experience through a strong digital platform, a wide product selection, and reliable service. Myntra’s vision also includes using technology and innovation to improve personalisation, product discovery, and customer engagement. It aims to build long-term partnerships with brands and fashion designers, support sustainable practices in fashion, and strengthen its role in the wider fashion ecosystem.

MISSION STATEMENT

Myntra’s mission is to use technology to democratise fashion and lifestyle, helping people look and feel good. The brand seeks to deliver a hassle-free and enjoyable shopping experience across devices, with a wide range of brands and categories simplifying consumers’ fashion choices. By integrating analytics, mobile platforms and user-centric design, Myntra aims to bring quality, variety and convenience together so that fashion becomes both accessible and aspirational for its target audience.

EXECUTIVE BOARD

Nandita Sinha – Chief Executive Officer of Myntra.

PRODUCTS AND SERVICES

Myntra’s product portfolio spans men’s, women’s and children’s apparel, footwear, accessories, and increasingly, beauty and personal-care items. It brings together Indian and international brands alongside its own private labels. The platform also provides fashion-tech services such as personalised recommendations, mobile app-based browsing and a curated shopping experience. The company has offered “big fashion days” or sale events that tap into its brand-partner ecosystem. On the services side, the mobile first experience, app-based features, rapid delivery and rich brand content are key differentiators. Collections from private labels and exclusive brand tie-ups help Myntra maintain its fashion-focus rather than simply being a general-goods e-commerce player.

AWARDS AND RECOGNITION

Myntra has been recognised as one of India’s best workplaces in India’s online fashion sector. It was awarded ‘Fashion eRetailer of the Year 2013’ by Franchise India at the Indian eRetail Awards, highlighting its position as a leading fashion-focused e-commerce platform. The company also received the ‘Best E-commerce Website for 2012’ from IAMAI at the India Digital Awards, acknowledging its platform performance, user experience, and service delivery during a key growth phase for online retail in India. In addition, Myntra was honoured with ‘Images Most Admired Retailer of the Year: Non–Store Retail’ for 2012 by the Images Group, recognising its retail model and market reach. It also received the ‘Best E-commerce Partner of the Year 2011–12’ from Puma India, reflecting strong brand partnerships and its role in expanding the sportswear brand’s online presence in the country.

REFERENCES

1. “Overall Lifestyle category will cross $1000 billion in India: Mukesh Bansal Founder-CEO, Myntra.com – Economic Times”. Articles.economictimes.indiatimes.com. 
2. “Business / Companies : Myntra.com to expand operations”. The Hindu. 
3. “Updated: Myntra Gets $14M In Second Round Funding”. MediaNama. 
4.  “Flipkart acquires Myntra, gears up to take on Amazon”. economictimes.indiatimes.com. 
5. Flipkart Acquires Myntra in Indias Biggest E-Commerce Deal – NDTVProfit.com 
6. “Flipkart acquires E-Tailer Myntra.Com in an around $300 Mn Deal”. IANS. news.biharprabha.com. 
7. “Flipkart, Myntra merge in Rs 2,000 crore deal”. The Times of India. Bangalore. 
8. “Myntra launches 48-hour delivery with M-Express”. The Economic Times. 
9. “Myntra spearheads India’s move away from desktop browsing”. Financial Times. 
10.  “History of Myntra”. scribd.com. 
11. “Myntra enters new spaces post merger with Flipkart”. moneycontrol.com. 
12.  “Flipkart fashion business catches up with Myntra”. Livemint.
13. “Myntra Brand Portfolio”. 
14. Myntra appoints Ananth Narayanan as chief executive
15. “Myntra to Shut Down Website, Go App-Only on May 15”. NDTV 
16.  “Will Myntra’s move away from desktop cause its downfall? FirstPost. A
17.  “Myntra Sees 10% Drop in Sales After Moving to App-only Format”. International Business Times. Retrieved 21 May 2015.
18. “Myntra no longer app only, brings back mobile site to woo customers”. The Economic Times.
19. “Myntra to manage Esprit in India, curate 15 retail stores”. The Economic Times. 
20.  “Myntra wins rights to manage Esprit stores in India”. livemint.com. 
21. “Myntra revenue shrunk by 80% to ₹427 crore in FY18”. Livemint.