Myntra Project

Enterprise History and Background of Myntra

VALUES MISSION AND PHILOSOPHY

VALUES: To make the world a more stylish, colorful and happier place.

MISSION: Use technology to democratize fashion & lifestyle and help people look good.
Myntra is non-hierarchical and fun workplace.

PHILOSOPY: The brand is making a conscious effort to bring the power of fashion to
shoppers with an array of the latest and trendiest products available in the country. Myntra
value proposition revolves giving customer the power and ease of fashion and lifestyle
product online.

1.1 ESTABLISHMENT YEAR (2007)

TYPE OF BUSINESS PRIVATE

TYPE OF SITE ECOMMERCE

AREA SERVED INDIA

FOUNDER MUKESH BANSAL,VINEET SAXENA,ASHUTOSH
LAWNIA

LAUNCHED 2007 ,14 YEARS AGO

HEADQUARTER BANGALORE

(Table no.1.1-Establishment)

Myntra was established by Mukesh Bansal, Ashutosh Lawaia and Vineet Saxena in
February 2007. All three were IIT and work for several startup. Its initial days it was B2b
(business to business) In 2011, Myntra began selling fashion and lifestyle products and
moved away from personalisation. By 2012 Myntra offered products from 350 Indian and
International brands. The website launched the brands Fastrack Watches and Being Human.
In 2014 Myntra was acquired by Flipkart in a deal valued at ₹2,000 crore (US$280 million).
The purchase was influenced by two large common shareholders Tiger Global and Accel
Partners. Myntra functions and operates independently.  Myntra continues to operate as a
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standalone brand under Flipkart ownership, focusing primarily on "fashion-conscious"

consumers.

In 2014, Myntra's portfolio included about 1,50,000 products of over 1000 brands,
with a distribution area of around 9000 pincodes in India. In 2015, Ananth Narayanan
became the Chief Executive Officer of Myntra. On 2021 Myntra comes with different brands.
Myntra is India's leading platform for fashion brands and pioneer in m-commerce play.
Myntra has partnered with over 2000 leading fashion and lifestyle brands in the country
such as Nike, adidas, Puma, Levis, Wrangler, Arrow, Jealous 21, Diesel, CAT, Harley Davidson,
Ferrari, Timberland, US Polo, FabIndia, Biba and many more to offer a wide range in latest
branded fashion and lifestyle wear. Myntra services over 19,000 pin codes across the
country. With the largest in-season product catalogue, 100% authentic products, Cash on
Delivery and 30-day Exchange/Return policy, Myntra is today the preferred shopping
destination in India.

1.2 BRIEF PROFILE OF CEO

AMAR NAGARAM

Amar Nagaram is the CEO at Myntra. Additionally, Amar Nagaram has had 1 past job as the
Vice President, Engineering at flipkart . Myntra CEO Jan 2019."Amar was one of the top
engineers who was handpicked to the @WalmartLabs team. He was great to work with,
passionate, and was someone who liked thinking and solving things outside the box.

MEMBER OF BOARD OF DIRECTORS

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MUKESH BANSAL

Mukesh bansal an Indian businessman who founded Indian fashion e-commerce company
Myntra and currently serves as the CEO of cure. fit of which he is also the co-
founder.Mukesh has been listed in the Best 40 Under 40 Entrepreneurs by Fortune
magazine.

ASHUTOSH LAWNIA

Ashutosh lawnia has over 15 years of experience in building software products and digital
marketing. He is a co-founder and the head of sales and marketing at Myntra, an Indian e-
commerce website for buying branded footwear, apparels, and accessories for men and
women.

VINEET SAXENA
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IIT Kanpur, urban bangalore, co founder of myntra. As a technology entrepreneur created a

biggest and most successful online fashion and lifestyle Marketplace in india-myntra,
ledproducts, operations and enginnering initiatives and worked on various Facets of startup
ranging from bootstrapping, team building to go to market.

Specliaties: startups, bootstrapping, supply chain management, personalization, mass

customization Technique, operation management, Ecommerce, SOA, Performance
engineering.

CSR INITIATIVES

HANDLOOM INDUSTRY

Fashion and lifestyle ecommerce player Myntra has launched its CSR initiative in association
with UnionTextile Ministry, to work directly with weavers and promote the handloom
industry.These products will retail on Myntra via a dedicated online store, thereby creating a
one-stop shop for all handloom products. Myntra was delighted to be a part of an initiative
that is engaged in preserving our country's rich textile and cultural traditions. Myntra's first
ever CSR program was towards rejuvenating and growing the handloom sector by offering
necessary assistance to the weavers and garnering maximum support from likeminded
brands for the cause.

CHANGE PROGRAMME

Fashion platform Myntra collaborated with Teach For Change, of which Tollywood actress-
producer Lakshmi Manchu is the Trustee and Chairperson. Through this CSR partnership,
Myntra is supporting lessprivileged children from various government schools across
Hyderabad to spread cheer and positivity in their lives. As part of this CSR initiative, the
actress distributed new clothes and footwear from Myntra among 1000 children. The
children are beneficiaries under the Teach For Change programme, an initiative to improve
literacy and life skills among children studying in government school.

NGO
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With Myntra embracing Corporate Social Responsibility as a key component of policy

decisions, it formed a CSR club and decided to initiate a Cloth Collection Drive in collabo-
ration with Goonj an NGO dedicated towards providing clothing and other necessities to
underprivileged commu-nities. The creative team put together a fantastic marketing plan
based on the theme “Old is gold”.

WOMEN DAY

started the Women’s month at Myntra with a host of initiatives dedicated to celebrate the
spirit and strength of women. It conducted sessions for educating women employees in self-
defense art forms and recognise con-flicts. In March 2013 Myntra organized a mela in asso-
ciation awake(Association of Women Entrepre-neurs of Karnataka) which featured products
made bywomen entrepreneurs and few other smaller NGOs at its campus.

TECHNICAL DEVELPOMENT AND OTHER COLLABORATION

Technology is a key enabler enabler in job creation at myntra .It is an ecommerce website
where they sell their product such as clothes,jewellery etc They have collaborated with
brands such as dressberry ,here and now,Mast and harbour,,wrogn ,and HRX .According to
myntra these brands and style were chosen on the Basis religion trends and customer
preferences .Myntra understands its shoppers' needs and caters to them with choice of
apparel, accessories, cosmetics and footwear from over 500 leading Indian and
international brands. Prominent brands include Adidas, Nike, Puma, Catwalk, Inc 5, United
Colors of Benetton, FCUK, Timberland, Avirate, FabIndia and Biba to name a few.

Earlier, the Times of India had reported that Myntra pulls in about 80% of its traffic and 60%
of sales through its mobile application and plans to grow this sales number to 90% by the
end of the year. When that happens, the fashion e-tailer will shut down its website.
Myntra is already on course to complete Rs 2,000 crore in sales or gross merchandise value
(GMV) for the current financial year. GMV refers to the overall revenue generated by online
retailers through sale of goods on the online platforms. Out of the total GMV, the e-tailer
makes around 5% to 20% depending on the category. This would be the first instance of an
online e-tailer going mobile-only from a web + mobile format. In addition to the booming
ecommerce sector in India, this is further proof that the m-commerce industry is on the rise
too.

MAX FASHION AND MYNTRA

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Myntra has collaborated with Max Fashion, a leading fashion retailer in India known for its
cutting-edge fashion from around the globe. The partnership will see over 15,000 of the
latest styles and designs from Max Fashion’s collection onto the Myntra platform.

The selection of styles will grow through the festive season reaching 20000 styles, giving
customers one of the widest choices, including in the ethnic wear category. Myntra will also
be offering a curated array of products bundled as ‘packs’ at value for customers who want
to style their looks from across categories. The bundle ‘packs’ are a part of the ‘Max Your
Look’ proposition that empowers fashion conscious customers to curate their complete look
under 999 rupees. Myntra aims at targeting the sweet spot for value-conscious customers
across tier 1/2/3 cities to strengthen its position as the leading fashion destination,
according to the press release by Myntra.

Max will offer an even greater variety of choices for shoppers on Myntra looking for trendy
yet affordable ‘everyday fashion’ across all age groups and categories, from apparel to
footwear and accessories, ahead of the festive season. In addition to Myntra's strong ethnic
line-up, this launch will also have a wide range of exclusive collections across women, men
and kids wear. Some of the styles include Romantic Retro (Retro-inspired style statement) in
women’s western wear, Neo Sports in athleisure, Binge on Prints, Casual Brights, Cool
Checks, Graphic Mania in menswear and Floral Fantasy, Candyland Pastels, Print Play and all
things blue in kidswear.

Max Fashion works closely with its international design teams to develop and offer cutting
edge fashion from across the globe while understanding the preferences of the Indian
fashion savvy consumers. As one of the largest mono fashion brands in India with more than
375 stores in 130 cities across the country, Max Fashion enjoys a wide appeal across the
length and breadth of the country. As a go-to-destination for the fashion needs of an entire
family, offering a wide range of merchandise at affordable prices, the brand resonates with
consumers beyond India’s metro and tier 1 markets. The association with Myntra will enable
Max to access Myntra's tech capabilities, large customer base and reach untapped markets.
“Our collaboration with Max provides a platform that caters to all the fashion needs of a
family under one roof. Coming as it does, ahead of the festive season, the association offers
a huge impetus for consumers to shop for their favorite collection from the comfort and
safety of their homes. Additionally, Myntra’s tech capabilities will enable Max to offer one of
the biggest selections to the fashion-conscious customers across the nation,” Ayyappan
Rajagopal, head of business, Myntra said.

“We are delighted to partner with Myntra and bring Max Fashion’s amazing fashion and
styles to their platform. Our focus on latest cutting-edge fashion from around the globe
makes it a perfect addition for their platform. Max Fashion continues to enjoy its leading
position as the single largest fashion brand in India across both omni-channel as well as
online space. With an ever-increasing number of fashion-forward users on Myntra, we see
this as a long-term partnership that will enable Max Fashion to reach a much larger audience
in the country and provide them access to our amazing fashion at unbelievable prices,”
Shital Mehta, CEO, Max Fashion India and managing director, Lifestyle said.

Myntra’s strong delivery network and wide reach is set to enhance Max’s foothold in the
country while offering the perfect opportunity for consumers to access a wide range of
fashion and lifestyle products.
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MYNTRA AND FLIPKART

Flipkart has had limited success with the apparel and fashion accessories segment compared
to Myntra, which has been aggressively pursuing the fashion business by bringing
international labels as well as tying up with designers and launching private brands. Flipkart
and Myntra together generate more than 50 percent of the online fashion sales and the
companies aim to increase that number to 60-70 percent over time.

MYNTRA AND JABONG

Myntra and Jabong have been integrating key business functions and streamlining processes
since the former acquired Jabong in 2016, helping in revenue growth and improvement in
the customer experience, Myntra said in a statement. “As the next step in this process,
Myntra and Jabong will now fully integrate all the remaining functions including technology,
marketing, category, revenue, finance and creative teams,”

ACQUISITIONS

In April 2015, Myntra acquired Bengaluru-based mobile app development platform company
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Native5, with aview to strengthen and expand Myntra’s mobile technology team.

E-commerce solutions provider for fashion and lifestyle products Myntra acquired
Bengaluru-based mobile app development platform company Native5.The acquisition will
strengthen and expand Myntra's mobile technology team which is focused on driving
transformational change in the online shopping space, the company today said in a release
that did not share any financial details.

Native5 led by Kunal Abhishek, Barada Sahu, Shamik Dattaand and Manish Priyadarshi was
founded in 2012 and builds tools and services to enable cross platform app development on
the cloud.

The entire team (barring Manish Priyadarshi) join Myntra and work towards creating
innovative mobile experiences, the release said."We have been aggressively ramping up our
product teams (with mobile expertise) and have been constantly on the lookout for quality
talent both in India and the Bay area. The Native5 team has built a hybrid development
platform for mobile and we are keen to use their expertise to strengthen our mobile
offerings," Myntra Chief Product & Technology Officer Shamik Sharma said. Native 5 is
Myntra's second technology led acquisition.

In July 2016, Myntra acquired mobile-based content aggregation platform Cubeit, to

strengthen and expand its technology team.

Online fashion portal, Myntra has acquhired cubeit, a Bangalore based tech start-up focused
on content aggregation on mobile. Financial details of the deal is not disclosed. Cubeit team
has been inducted into Myntra.

Cubeit is Myntra’s third technology acquisition after Bangalore based mobile App
development platform Native5 which it acquired in 2015 and San Francisco based virtual
fitting room solution, Fitiquette which it acquired in 2013.Cubeit developed an interactive
mobile application that provides the user access to multiple apps depending on the need,
through a smart interface and allowing the same to be shared with individuals or groups.The
company was founded in 2014 by Sarthak Jain, Nithinkumar Gadiparthi and Prathamesh
Juvatkar.Shamik Sharma, Chief Product & Technology Officer, Myntra said, “Technology is at
the core of our operations and we are looking at leveraging it to further enhance customer
experience through social and community interactions on our platforms.”Sarthak Jain, Co-
Founder and CEO, Cubeit, said, “We are excited to embark upon this new adventure that
allows us to learn and test our capabilities as we move along. Myntra offers us the
opportunity to leverage our skills and further build upon a very strong technological base.”
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In April 2017, the company acquired InLogg, a city-based technology platform for the e-
commerce sector.

InLogg was founded in 2015 by a team with first hand expertise in fulfillment, technology
and business, with an aim to standardize the process of logistics in remote areas and bring in
efficiency. To enable reach, the InLogg platform has onboarded local and regional courier
players in multiple states across the country. The company stitches composite supply chain
using multiple regional logistics players to provide a pan India delivery network. The core
management team comprises Preeti Jain, CEO, Rajat Khanduja, CTO, Prateek Gautam, Head
of Product & Operations and Hemant Agrawal, Head of Business Development. Over 50% of
the e-commerce and retail business in India is contributed by tier 2, 3 and 4 cities and towns.
With limited logistical capability and reliability in these areas, InLogg devised a solution to
bridge the gap with technology. InLogg is uplifting technology sophistication of regional
courier companies by providing SaaS for shipment lifecycle management, mobile apps for
pickup, delivery, returns, COD reconciliation, reporting and analytics. This helps in
standardizing the logistics fulfillment process and providing needed visibility. With this
acquisition, Myntra will be able to strengthen its logistics capability with an expanded reach
and improved customer experience.

In April 2018, Myntra bought Bengaluru-based start-up Witworks, a maker of wearable

devices to strengthen its technology team.

 Myntra has bought Bengaluru-based start-up Witworks, a maker of wearable devices, for an
undisclosed amount, as the Flipkart-owned online fashion retail firm looks to diversify and
launch new categories, even as it invests heavily on newer technologies such as Artificial
Intelligence.

The latest acquisition effectively allows Myntra to enter the wearables business, even as the
retailer is looking to go beyond core fashion and grow sales in categories such as personal
care, jewellery and home accessories.

Myntra has made at least half a dozen acquisitions, most notably that of smaller rival
Jabong, which it bought as part of a cut-price deal of $70 million. The latest acquisition is an
acqui-hire of sorts for Myntra, with the entire team of Witworks being absorbed into Myntra
Innovation Labs. Witworks was launched in 2014 by IIT Kharagpur graduates Somnath
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Meher, Ankit D.P. and Chandrashekhar Iyer. In 2016, Witworks debuted its flagship device,
Blink Watch, which runs on a voice-based platform.

KEY ALLIANCE OF MYNTRA

In mid 2014, the Indian e-Commerce Industry witnessed consolidation with the merger of
two big e-Commerce players namely, Flipkart and Myntra. The merger garnered huge
attention with the grand entry of the global e-Commerce leader, Amazon in India. The long
awaited stock and cash deal was sealed at Rs.20 billion and Flipkart agreed to retain Myntra
as an independent entity. The deal was considered as a strategic move by Flipkart to throw
fierce competition to Amazon as well as other domestic players such as Snapdeal.com in the
Indian e-Commerce space. The acquisition also increased the market value of Myntra.com to
more than $330 million and the merger was considered as a win-win deal by the experts.
However, e-Retail business was a place of risk and uncertainty and had witnessed many big
players who were unable to sustain in the market. In order to overcome this challenge,
better performing companies were acquired by big firms to sustain in the long run. Similarly
in India, out of the 52 e-Retailer start-ups (in 2012) only 18 had managed to raise funds from
the investors in 2013. Even the big players Flipkart and Myntra were also struggling to
achieve their break-even as of 2014. The acquisition of Myntra would also increase the
financial burden of Flipkart. With this background, it remained to be seen whether the
acquisition of Myntra would strategically support Flipkart to retain its leadership in the
Indian e-Commerce space and make it compete with the international player Amazon.

2. Organization

Organization Structure: An organizational structure is a system that outlines how certain

activities are directed in order to achieve the goals of an organization. These activities can
include rules, roles, and responsibilities. The organizational structure also determines how
information flows between levels within the company.

Types of Organizational Structures

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Functional Structure

Four types of common organizational structures are implemented in the real world. The first
and most common is a functional structure. This is also referred to as a bureaucratic
organizational structure and breaks up a company based on the specialization of its
workforce. Most small-to-medium-sized businesses implement a functional structure.
Dividing the firm into departments consisting of marketing, sales, and operations is the act
of using a bureaucratic organizational structure.

Divisional or Multidivisional Structure

The second type is common among large companies with many business units. Called the
divisional or multidivisional structure, a company that uses this method structures its
leadership team based on the products, projects, or subsidiaries they operate. A good
example of this structure is Johnson & Johnson. With thousands of products and lines of
business, the company structures itself so each business unit operates as its own company
with its own president.

Flat Structure

A newer structure is the third type and is used among many startups. As the name alludes, it
flattens the hierarchy and chain of command and gives its employees a lot of autonomy.
Companies that use this type of structure have a high speed of implementation.

Matrix Structure

The fourth and final organizational structure is a matrix structure. It is also the most
confusing and the least used. These structure matrixes employees across different superiors,
divisions, or departments. An employee working for a matrix company, for example, may
have duties in both sales and customer service.

Myntra’s Organization Chart

[Fig no.2,1-Organization chart]

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Geographical Footprint

Amar Nagaram, CEO, Myntra, said, “Our research identified high levels of potential channels
across the globe offering significant opportunities in the online fashion segment. Amongst
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these, the Middle East stood out in terms of the audience’s demographic profile, extremely
high mobile penetration, the similarity in fashion preferences, and a large population of
Indian origin”. He added, “We are looking forward to a 5X growth from the partnership over
the next two years.”

Myntra plans to continue to explore new markets in order to build brands of international
repute and expand its base of global consumers. Back home, as of today, Myntra has
partnered with over 3000+ brands in the country and services over 27,000 pin codes.

In a new expedition to expand their global footprint, they are proud to launch Myntra
Fashion Brands (MFB) in the Middle East market. They are partnering with leading e-
commerce platforms noon.com and namshi.com to offer some of the best Indian origin
brands to cater to millions of fashion-forward shoppers in the region. With both partners on
board, they are all set to take the MENA fashion scene by storm. This is a significant
milestone in their journey so far and marks the next phase of growth for them.

The brands that have been launched on Noon, a horizontal e-commerce platform which
offers multiple categories, are Dressberry, Mast & Harbour, Moda Rapido, Here & Now,
Sztori and HRX, while Namshi, a more vertical platform that focuses primarily on fashion, will
list Dressberry, Mast & Harbour, Wrogn and HRX, over the next few weeks. Over 75% of the
styles being exported by Myntra to these markets are developed in India.

Reports suggest that the region’s e-commerce industry is on a high growth path and fashion
has the potential to be a significant contributor. The trendy casual wear and active wear
collection by Myntra Fashion Brands will offer the fashion-forward shoppers of the region a
wide range of options to choose from. These two categories have seen a surge over the past
few months which has been propelled by a considerable change in lifestyle, owing to the
ongoing pandemic.

As an already established leading destination for fashion and lifestyle in India, they could not
be more excited to be able to expand their base of global customers. They look forward to
creating more relationships that will pave the way for a larger international expansion.

Headquarter
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The company was founded in 2007, has main office as head office in Bengaluru,

Karnataka, India. Myntra is one of the largest fashion and lifestyle companies in India

Manufacturing/Service locations

The Platform is owned by Myntra Designs Private Limited, having its registered office
at Buildings Alyssa, Begonia and Clover situated in Embassy Tech Village, Outer Ring Road,
Devarabeesanahalli Village, Varthur Hobli, Bengaluru – 560103, India and its branch office at
Plot 82 A - 2nd and 3rd Floor, Sector 18 Gurugram Haryana, India.

Quality Management

Introduction

Quality” means customer needs is to be satisfied. number of factors on which quality fitness
of garment industry is based such as - performance, reliability, durability, visual and
perceived quality of the garment

Total quality control

This ensures customer satisfaction, but it leaves quality control as a necessary but expensive
evil. To ensure that the requisite quality of product is achieved"  

Objectives

Myntra adopts procedures and disciplines to ensure that: The system is effectively
implemented by undertaking relevant skills training and conducting appropriate quality
awareness training. Responsibilities for quality are established by communicating these
responsibilities clearly to all employees; The policy and procedures continue to be
appropriate by initiating regular reviews to check its effectiveness and ongoing relevance.

The system monitors and measures its processes for conformity & continually improves
process for better productivity. The system determines the sequence and interactions of
processes and determines the criteria and methods needed to ensure the operation and
control of processes.

Company quality policy

The policy of Myntra is to provide a service and product that gives total satisfaction and shall
meet any relevant statutory, regulatory, legal or customer requirement and shall consider
risks and the environment. It is the policy of Myntra to continually improve Quality
Management System in order to provide high quality, defect free products and services,
delivered on time, meeting the needs and expectations of the customers.

Conclusion
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 Analysis of the returns resulted that there was 6% rejection in returns every month due to
Quality issues. These Quality issues and there %were noted. A Quality manual was
developed covering all the standard procedures for factory approval, safety, inspection,
color matching etc

Initiatives towards gender diversity

Diversity in the workplace is a big asset – both for businesses and employees.
Diversity brings in the ability to foster innovation, creativity and empathy, and business
leaders realize that. At Myntra, they encourage and celebrate this culture! They spare no
effort in ensuring that their workplace is one where employees have the confidence to
express themselves and contribute meaningfully in their own unique ways.

#BeYourself campaign is their effort towards fostering a culture of inclusion

at Myntra. It is a series of initiatives aimed at policy and infrastructural changes, internal and
external speaker driven discussions, workshops and much more. Their objective is to create
a culture where everyone feels welcome, where all can belong, and where employees can
bring their full experiences and authentic selves to work every day.

#BeYourself is about sharing their similarities and celebrating their differences in

every aspect – be it gender, sexual orientation, educational background, personalities, skill
sets, past experiences or religion.

As part of their ‘WeforShe’ initiative, which is aimed at creating an equitable and supportive
environment for women employees, they have conducted a series of brown bag sessions
with women employees, in an effort to understand and resolve the challenges they face at
the workplace. One of the key launches for them under this umbrella has been the
‘Motherhood and Beyond’ program, a holistic program aimed at supporting women
employees planning to or going through the Maternity Journey. This includes a series of
initiatives like–providing coaching to managers to support their team members during this
time, counseling for expecting and new mothers and ensuring their smooth transition back
to work, in addition to periodically connecting with them and supporting them through the
journey.

One of the key infrastructure changes they have made is to introduce reserved parking for
expecting mothers and differently-abled employees. They also have an in-house crèche in
Bangalore for their employees. They believe this will go a long way in helping their
employees find work-life harmony and be stress-free while they pursue their career
aspirations. They are also working towards creating a community for LGBTQIA+ employees
and allies.

Diversity for them is not a mere number or a metric, but a mindset. They believe in truly
creating #AWorldOfAwesome for everyone who works here!

Initiatives towards environment conservation

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India’s leading fashion and lifestyle platform, Myntra, has installed rooftop solar systems at
two of its largest fulfillment centers.

Amar Nagaram, the CEO of Myntra, said, “This development marks an important milestone
in their journey on the path towards sustainability where they look at creating a positive
impact on the environment and driving efficiency for the business. They are immensely
proud of their efforts in the sustainability space. This is only a prelude to their efforts for
being self-sufficient as, in the next leg of this initiative, they are going to increase their
capacity for renewable energy generation.”

The solar panels at the two facilities located in Bhiwandi, near Mumbai, and Bilaspur, near
Gurgaon, are spread over 58,000 square feet, generating electricity to meet 35% of the
company’s operational demand. Out of the four, these two fulfillment centers cater to the
largest chunk of Myntra’s orders every day. The solar systems would help Myntra lower its
annual carbon footprint by 1,825 metric tons, equivalent to reducing the emission impact of
400 cars on the road every year.

The company added that it would be scaling up its existing energy-saving infrastructure
while also setting ambitious milestones on sustainability and setting meaningful benchmarks
in the e-commerce industry. Currently, Myntra says it has over 3,800 solar panels installed
on the rooftops of the two fulfillment centers. The company also said that it was making
steady progress to double the capacity in the next six months.

Talent Needs

Technology

From building the technology platform that fuels their customers’ shopping experience, to
creating the backbone for the business in the form of a robust Supply Chain Management
system, engineering teams at Myntra Jabong form the powerhouse for the organization.
Apart from these, the Innovation Labs, the Data Sciences and Growth hack teams
consistently work towards building the business for tomorrow, by providing innovative
products and solution for better customer experience and also to keep Myntra Jabong ahead
of the market curve. Their Product Management team helps them to develop best in class
products that are oriented to their target markets. They use extensive consumer insights to
design the best eCommerce interface that guides you through your purchasing process
without a glitch or hassle. Design influences every product decision at Myntra.

The UX Design team works closely with Product Managers and Engineers in solving complex
problems while crafting a delightful experience for millions of users. The cross-disciplinary
team designs the shopping experience on mobile and web as well as works on supply-chain-
management and data tools.

Fashion
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The primary objective of their Fashion vertical is to become the leading fashion destination
by over-indexing on strategic partnerships with the best national and international brands in
their categories. They are also home to over 18+ indigenously designed brands, catering to
different lifestyle needs of consumers. Their International Brands as a business unit focuses
and specializes in launching and scaling iconic international brands that don’t have an
existing presence in the country. Their success is deeply rooted in how they operate. Be it
category or brand management, design, sourcing or cataloging, if you speak Fashion backed
by analytics, they may have something for you!

Strategy, Marketing & Creative

Their marketing and creative teams serve as the engine to their fashion teams,
strengthening and growing Myntra’s brand salience and imagery, and bringing them at the
forefront of providing fashion-first content to their consumers through engaging and
entertaining storytelling. Their revenue and strategy teams work closely with their Fashion
teams to drive their meaningful growth on the platform. Leveraging their experience of
working with hundreds of brands, these teams help brands and categories ensure the right
presence on the platform at relevant touchpoints in the customer’s shopping journey.

Corporate Services

Corporate Functions (Human Capital, Finance, Legal, Real Estate and Workplace, PR) form
their core business enabling functions, taking on the vital role of serving the company and
are committed to delivering excellence by empowering all business functions.

Operations

Services are constituted by their Supply Chain organization and the Contact Centre, with
teams forming their human interface with the customer, and working tirelessly to ensure a
superlative customer experience. The teams form the backbone of their organization and
help them to plan, coordinate, schedule and control the procurement production and
delivery of the product to their customers in a highly optimized way and by providing a
world-class customer experience.

Key highlights of company’s website and online presence

Myntra is a one stop shop for all your fashion and lifestyle needs. Being India's
largest e-commerce store for fashion and lifestyle products, Myntra aims at providing a
hassle free and enjoyable shopping experience to shoppers across the country with the
widest range of brands and products on its portal. The brand is making a conscious effort to
bring the power of fashion to shoppers with an array of the latest and trendiest products
available in the country.
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Awarded 'Fashion eRetailer of the Year 2013' by Franchise India – Indian eRetail Awards
Awarded 'Best E-commerce Website for 2012' by IAMAI – India Digital Awards
Awarded 'Images Most Admired Retailer of the Year: Non–Store Retail' for 2012 by Images
Group

Awarded 'Best E-commerce Partner of the year 2011-12' by Puma India

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. To make online shopping easier
for you, a dedicated customer connect team is on standby to answer your queries 24x7.

Market

Market Segment of Myntra

An amalgamation of creatively charged IIT youngsters’ i.e. Mukesh Bansal, Ashutosh Lawania
and Vineet Saxena established Myntra in the year 2007. It began its operations in B2B
(Business to Business) segment with customized product. Myntra happened to be India’s
first online portal for personalized merchandise and was the most successful brand in
aforesaid segment.

The firm which started with personalized merchandise solutions to companies realized that
the business was fragile with wafer thin margins and large volumes. The CEO studied Indian
market and found that the fashion and lifestyle industry is a $30billion market in India and
decided to become an online apparel merchandiser. In 2010, the company shifted its
strategy to becoming B2C (Business to Consumer), and re-invented itself into myntra.com
expanding its catalogue to fashion and lifestyle product. Myntra.com is India’s largest online
fashion store; it is one of the first of its kind in India a as most of the online fashion and
lifestyle store are mere online shops where you just pick and pay whereas in Myntra.com
customers are provided with:
Myntra Project

Rich detailed catalogue of products having clear creative’s and clear call of action with 24
hours customer support services.

The website elements i.e. menu layout, access to product information, logical presentation,
screen design, navigation, and presentation of product attributes and product availability are
well maintained ensuring a comfortable user interface.

Myntra retails only most popular in-season merchandise.

Myntra offers 30 day return policy which gives an ample amount of time to the Indian
customers to touch and feel of the product.

Myntra attempts to ship every order within 24 hours, free shipping within India on all
products. It can also ship goods internationally to all major countries.

Payment terms would be COD (Cash on delivery) and Credit/debit cards. Myntra is
aggregator of many brands. To be over and above competition, with 350 premium brands
and 20000 styles, it has the largest collection of latest fashion and lifestyle product in India.
All the products are brand new and 100 % original. Myntra has also a style blog on its
website which keeps the individuals about the latest trends of fashion.

Myntra is aggregator of many brands. To be over and above competition, with 350 premium
brands and 20000 styles, it has the largest collection of latest fashion and lifestyle product in
India. All the products are brand new and 100 % original. Myntra has also a style blog on its
website which keeps the individuals about the latest trends of fashion.

Products and Brands

Myntra understands its shoppers' needs and caters to them with choice of apparel,
accessories, cosmetics and footwear from over 500 leading Indian and international brands.
Prominent brands include Adidas, Nike, Puma, Catwalk, Inc 5, United Colors of Benetton,
FCUK, Timberland, Avirate, FabIndia and Biba to name a few. You can also shop from some
recently introduced labels such as - Roadster, Sher Singh, Dressberry, Kook N Keech and ETC.
Myntra Project

Market share Financial Pay Off

The financial payoff certainly boils to the point where Myntra has to see how much they are
putting into setup & how much are the sales, the following are their major cost heads Space:
Myntra is planning to setup its warehouses and offices in metro cities of India so that they
can make the logistics smoother. Myntra have already established its offices in Delhi,
Mumbai and Chennai and planning to expand its warehouses as well. Employees: Myntra
has about 300 employees and they will be given training about the vision and goals of the
company. Myntra has state of the art offices for its employees which are full of experts.
Myntra is quite able to attract and retain its employees. Logistics: This is the expense or the
money which will be given to third party logistics for transfer of goods from manufacturer to
consumer. Advertisements & promotions: Myntra has spent a big amount in TVC ads and
also made 2 mass media campaigns. Myntra is doing viral advertising through social media
websites like facebook, twitter, pinterest, inkfruit and google+ The difference between all
sales minus all the payment of above heads will be the profits, myntra.com by country

February 2021 analysis. Myntra 12.90% 2.74% Myntra sale 0.19% 50.27%

 
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ADVERTISEMENTS

The challenge for the advertisements is to communicate the unique benefits myntra.com
offers by transposing those advantages on real life shopping and to educate and captivate
the audience on the positives of what the realm holds. They lately came up with an outdoor
campaign named “shop online” to spread awareness about the brand and to showcase the
gazillions of national and international brands being retailed under one banner. Myntra
came up with Television commercial lately which is Above-The-Line advertising. The first TVC
ad was created by Taproot India with the theme “Real life mein aisa hota hai kya?”
highlighting the various benefits of online shopping like free home delivery, cash on delivery
and 30 day return policy. Myntra also unfurled OOH (out of home) campaign to build
awareness.
Myntra Project

POSITIONING

Myntra is positioned as an online fashion and lifestyle shop in the minds of people which
especially cater upper middle to affluent class. It will push the fashion quotient even further
and highlight myntra as a unique style and personality brand.

It has used social networking sites to expand the customer base.

Positioned itself as a fashionable new age brand.

Viral marketing to increase the popularity coupled with discounts and referral discounts.

Cross campaigns through emails, cinemas and homepage.

Above the line advertisements.

Doesn’t sell DEEPLY DISCOUNTED PRODUCTS.

Technological Environment

Technology is one thing which myntra highly bank upon. Fashion and technology both are at
surge and myntra has capitalized it quite well. Through technological advancements
individuals have become tech savvy and obsessed with internet. We can tap on mass media
effectively through internet with much less cost. Media rich contents and fast navigation has
made things easier. Everything is just a click away. PORTER’S FIVE FORCE MODEL
Competitive Rivalry within an industry for many industries, the major factor which
determines competitiveness is rivalry within an organization. Myntra came up with online
fashion store in 2010 and after a while it shared its market with jabong, fashion and you,
yebhi and smileinteractives. The opportunities in market are huge and if positioned well, can
create its own market. Bargaining power of supplier, the suppliers here are the brands
whose products are being retailed by Myntra. These products primarily come at fixed prices
which are determined by their management. Therefore, it makes company’s strategy easier
because now we know the end price of the product and price after discount on which we
can sell our products. Myntra is retailing 350 brands under its name that means the
relationship with suppliers is smooth and beneficial. Bargaining power of customer There is
no possibility to bargain online, still there is huge fear of switching from one offering to
another. This way the firm will be stressed to a decent level. Myntra’s site displays the last
and final price of the product. Customers can call myntra only for any assistance. Its service
has only one motive, to give products at the best price available in the industry. Threat of
new Entrants New entrants are big threat to the companies, so the threat is very high in this
concern. Indian Retail industry is at boom and many players have sensed it. Myntra has an
established name in industry so is the market share. To cope up with competition myntra
will have to create Points of Difference (POD) and deliver customer best services with
satisfaction. Threat of Substitute Product/Company Myntra was the first player to realize the
potential of fashion and lifestyle, so they surely have the first mover advantage but then
Myntra Project

with liberalization of policies many new substitutes are coming down to India. Myntra
cannot provide the customer with a real retailing experience but at the same time gives the
convenience of shopping from home/office. They have 4 major players competing with
them, so the threat is moderate. Pricing and servicing should be maintained well in order to
fight the competition.

SWOT ANALYSIS

Strengths:

 Serving markets through internet requires less infrastructure setup.

 Fast delivery at low cost from dedicated warehouses.
 Having a sound infrastructure funded by venture capitalists which is sufficient to
reach out any part of the country.
 Dedicated client services through back end services by deploying 24 hrs call centre.
 Offer a lesser price from the close competitor offering similar services.

Weakness:

 Not much penetration of internet in the country.

 Sports not taken much seriously in India.
 Customers always like to get a feel of the product before buying.
 Has to win the faith of the customers first regarding the delivery of the product

Opportunities:

 Untapped marketing platform.

 Growth in interest of Indians towards fashion and lifestyle.
 Dealings directly with suppliers which gives good margins in the country.

Threats:

 Increased Competition.
 Government Regulations.
 Technology Breakdown, Hacking.
 Relationship with 3rd party logistics company
 Myntra Project

Financial

Revenue

The revenue of the Company is mainly generated from marketplace services, logistics
services and consultancy services to various brands.However, the Company currently
considering and exploring viable business opportunities for the Company with the support of
continued. financial support of its intermediate holding company. Myntra revenue
decreased from ₹20 billion in 2017 to ₹4.3 billion in 2018, a (78.6%) decrease.

Last 5 years revenue-

INR FY, 2014 FY, 2015 FY, 2016 FY, 2017 FY, 2018

Revenue 4.3b 7.6b 10.7b 20.0b 4.3b

Revenue growth, % 78% 41% 87% (79%)

(4.1 Last 5 years revenue Table)

Myntra Designs Pvt. Ltd, the holding company of online fashion retailer Myntra, reported a
net loss of Rs. 151.20 crore in 2017-18 (FY18)—a 76% drop from Rs. 627.70 crore loss
reported in FY17, documents filed with the Registrar of Companies (RoC) showed. Myntra
also posted an 80% drop in revenue FY18 as a big chunk of its sales were moved to a new
entity that was formed after its acquisition of rival Jabong in 2016. The revenue slump was
also attributed to reduction in dependence on a few large sellers. Myntra Designs reported
sales of Rs.427.74 crore in FY18, according to RoC documents and data sourced from Tofler
and Paper.VC. It had reported revenue of Rs. 2,038.10 crore in the year-ago period.
According to the RoC documents filed in December, Vector E-Commerce, Myntra’s largest
seller until early- to mid-2017, saw its revenue fall by over 90% in the year ended 31 March.
Myntra Project

(4.1 Revenue chart)

Myntra had acquired Jabong for $70 Mn in 2016 and merged operations. The data for FY20
mentioned above is from the filings of Myntra Jabong India Private Limited with the ministry
of corporate affairs (MCA). Among the company’s expenses, purchases of stock or goods in
trade amounted to INR 4,360 Cr in FY20, a 10% decline compared to the previous fiscal year.
Employee benefits expense increased by 26% to INR 322 Cr; finance costs increased by 121%
to INR 208 Cr; and, other expenses, which includes the company’s spending on rent, fuel,
transportation, advertising, and legal services, increased 5.3% to INR 278 Cr.
It is worth noting that in FY19, Myntra Jabong India Pvt Ltd had seen a 236% YoY increase in
losses, from INR 346 Cr in FY18 to INR 1,165 Cr in FY19. Hence, given that the company has
been able to cut its losses by 25% in FY20 is a positive sign for the company. An
earlier Inc42 report highlighted the significant increase in revenue for Myntra after Walmart
acquired its parent company Flipkart in May 2018.
The company’s filings for FY20 also acknowledge the impact of the Covid-19 pandemic on
ecommerce operations, likely to be reflected in the financial statements for FY21. This is
because deliveries of non-essential products were barred through ecommerce portals in
India for around two months, from late-March till late-May, when the countrywide
lockdown was in place.
 Myntra Project

Profitability-

The company has been increasing its private label business as part of measures to achieve
profitability. In August, the fashion e-tailer had said its private label vertical had  turned
profitable, registering an operating profit margin of 5% in June 2017.

Last 5 years net income.

(4.2 Last 5 year net income chart)

INR FY, 2014 FY, 2015 FY, 2016 FY, 2017 FY,2018

Net 1.7b 7.4b 87.2m 1.5b

Income

In December the company had said it was planning to turn its artificial intelligence and
machine learning platfrom called Rapid into a separate business vertical, just like
parent Flipkart.

During the financial year ended on 31st March 2020, the net total income of Company was
Rs. 17,185/- millions as against the net total income of Rs.10,888/- millions in the previous
financial year witnessing an increase of 58% in the net total income. Your Company incurred
net loss of Rs.7,443/-millions during the financial year under review as against the net loss of
Rs.5,392/- millions in the previous financial year
 Myntra Project

Market capitalization

Ecommerce fashion marketplace Myntra Designs has received a capital infusion of $63.68
Mn (INR 414 Cr) from Flipkart’s Singapore-based subsidiary FK Myntra Holdings In total,
Myntra had raised $437.9 m. Myntra is a subsidiary of Flipkart.

As per the reports, Myntra’s filings with the Registrar of Companies (RoC), sourced
through paper.vc, have revealed that it issued a total of 6.6 Mn shares to FK Myntra
Holdings as part of the fundraising.

An email query sent to Myntra didn’t elicit any response till the time of publication.

This comes in light of the recent capital infusion of $176 Mn in Myntra Jabong Pvt Ltd by FK
Myntra Holdings. A day after, Flipkart also infused $686 Mn in its wholesale arm
Flipkart India Private Limited.

Founding Date 2007

Total Funding $437.9 m

Investors Accel Partners, New Enterprise Associates, Tiger Global

Management, Sofina, Kalaari Capital, IDG Ventures
India, PremjiInvest, FK Myntra Holdings, QuickRoutes International

Around the same time, Flipkart Internet, which operates the company’s online retail
platform, announced a $56.7 Mn (INR 370 Cr) fundraise from its Singapore parent, Flipkart
Marketplace.Recently, reports also surfaced that Flipkart will invest in its B2B commerce
arm this year, with the aim of catering to customers globally through its tie-up with US-
based online marketplace eBay
Myntra Project

In total, Myntra had raised $437.9 m. Myntra is a subsidiary of Flipkart. As at March 31,
2020, the authorized share capital of the Company was Rs. 12,00,00,000 (Rupees Twelve
Crores Only) divided into 7,00,00,000

(Seven Crores Only) equity shares of Re. 1 (Rupee One only) each and 5,00,00,000 (Five
Crore Only) 0.01% cumulative compulsorily convertible preference shares of Re. 1 (Rupee
One Only) each

As on the date of the Board’s report, the Authorized share capital of the Company was
increased to Rs. 13,08,00,000/- (Rupees Thirteen Crore.

Last 5 years Fund Rising-

(4.2 Fund Rising Chart)

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Myntra Funding history Table-

ROUND FUNDING DATE AMOUNT INVESTORS

Equity Oct 2020 $103M ----

Equity Mar 2018 $176M ----

Debt Aug 2017 $ 31.1m

Equity Mar 2016 $ 50.3m

Unattributed Jan 2014 $50M Accel

(4.3 Funding history Table)

Total Funding: $474.4M

Since Myntra was founded in 2007, it has participated in 9 rounds of funding. In total Myntra
has raised $474.4M. Myntra's last funding round was on Oct 2020 for a total of $103.0M

Myntra Investments

No recent investments found related to Myntra . These are all the companies that Myntra
has invested in. Myntra has invested 9 companies and its latest investment was in Aug 2020.

AUDITORS-

Statutory Auditors

M/s. S.R. Batliboi & Associates LLP, Chartered Accountants, Bangalore (ICAI Firm Registration
Number 101049W/E300004), were appointed

as the statutory auditors of the Company on 30th September 2019 (the date of thirteenth
Annual General Meeting) for a term of five years from the conclusion of the thirteenth
Annual General meeting (from FY- 2019-20) to the eighteenth Annual General Meeting (till
FY- 2023-24).
Myntra Project

Listing status / Rank-

Listing status- Unlisted.

Myntra.com has Alexa global rank of 693 and ranks the 69th in India. Its global rank has gone
down by 120 positions since 3 months ago Last updated: Mar 27, 2021.

Current market value

Online fashion retailer Myntra has pulled ahead in the market share battle in the online
fashion business, touching an annual run rate of nearly $2 billion (around ₹ 13,900 crore) in
terms of gross merchandise value (GMV), according to two people directly aware of the
company’s numbers.

Myntra, owned by Flipkart, generated ₹ 1,000 crore in gross monthly sales in July, and
expects to report similar sales over the next few months ahead of the upcoming Diwali sales
season, the people cited above said, requesting anonymity as these numbers are
confidential. These figures include sales from Jabong, a unit of Myntra.

Myntra’s latest numbers would indicate that it is ahead of parent Flipkart’s fashion business
and Amazon India’s fashion unit. Although Flipkart owns Myntra, the two compete with each
other fiercely on fashion sales and in recent interviews Flipkart’s fashion head Rishi Vasudev
has conceded that there was a danger of the two cannibalizing each other’s businesses.

“Because we are multi-format (retail), are we cannibalizing each other? Yes, there would be
some cannibalization, but you’re also ensuring that you’re taking care of different kinds of
customers," Vasudev had said in a June interview.
Myntra Project

Annual high low figure Table-

Last 5 year High low figure chart)

(4.5 P/E Ratio Chart)

P/E Ratio = Earnings / (loss) per share

Basic earnings per share is computed by dividing the profit/(loss) attributable to ordinary
equity holders of the Company by weighted average number of equity shares outstanding
during the period adjusted for treasury shares held. Diluted earnings per share is computed
by dividing the profit/(loss) attributable to ordinary equity holders of the Company (after
adjustment) using the weighted-average number of equity shares considered for deriving
basic earnings per share and weighted average number of dilutive equivalent shares
outstanding during the period, except where the results would be anti-dilutive. Dilutive
potential shares ar deemed converted at the beginning of the year, unless issued at later
date.
Myntra Project

Shareholding pattern-

Foreign holdings controlled 34% equity shares of Myntra Designs Pvt Ltd in 2013, while
directors and relatives accounted for 53% of the company. Other investors control 13% of
the company. 

(4.6 Myntra shareholder chart)

Myntra has issued other forms of shares as mentioned above, for raising money from
foreign investors and investment firms. issued other forms of shares as mentioned above,
for raising money from foreign investors and investment firms.
Myntra Project

GOVERNANCE

FORWARD LOOKING STATEMENT OF TOP MANAGEMENT

Myntra Accelerates Its Digital Transformation Journey With Microsoft Cloud

New Delhi, Delhi, India: Business Wire India • Reimagines online shopping experience for
customers • Azure powers biggest-ever End of Reason Sale Myntra, India’s leading
destination for fashion and lifestyle, has partnered with Microsoft to accelerate its digital
transformation and offer an unmatched experience to its customers. Leveraging Microsoft
Azure, Myntra is focused on innovation, speed and agility to strengthen its leadership
position even further.

“As we accelerate our business and grow our value, the ability to scale our technology in a
secure environment to accommodate this growth is critical,” said Amar Nagaram, CEO,
Myntra. “The Microsoft Azure platform provides our teams the ability to deliver innovative
and personalized capabilities for our customers with speed supported by a strong depth of
technology expertise from the Microsoft team.” Myntra has worked closely with Microsoft
to migrate its platform - from supply chain management to inventory to site capabilities - to
Azure for trusted, always-on, hyper-scale and cost-effective computing. These critical
capabilities support its entire portfolio of 7,00,000 styles from more than 3,000 international
and domestic brands available on its store. Myntra is now in a position to offer a seamless
and personalized experience for customers as they shop across its portal both from their
personal computers and mobile phones.

The elasticity of Azure is helping Myntra scale rapidly for big spikes that occur routinely
during festive seasons. Since the deployment of Azure, Myntra, has recorded a 50 percent
rise in orders in the latest edition of its biennial End of Reason Sale.

Anant Maheshwari, President, Microsoft India, said, “We are thrilled to partner with Myntra
to integrate Azure cloud and analytics capabilities in India’s largest fashion e-tailer. The
solutions we build together will empower Myntra to be the leading fashion e-commerce
experience from India.” Microsoft Azure supports the company’s engineering and product
management teams rapidly develop, deploy and test new capabilities. By building and
centralizing its data platform on Azure, Myntra is applying advanced analytics and machine
learning to gain a comprehensive understanding of customers and deliver highly
personalized products, marketing and service for them. The company is using Microsoft
Power BI to empower its employees to visualize and act on real time feedback to create the
best customer experience and drive the business.

Microsoft is relentlessly working towards making technology accessible and productive for
all. This partnership with Myntra is a tremendous opportunity to bring out a transformation
in the Indian ecommerce space and to co-create and deliver industry solutions on Azure.
Myntra Project

AWARD AND ACHIEVEMENTS OF MYNYTRA

IN 2016

India’s Most and admired and Valuable Power Brand Award 2016

When Gunjan Soni, CMO & Head of International Brands, Myntra stepped on stage along
with a Myntra Delivery Executive to receive the award for the top brand at the award
ceremony of Network 7’s nationwide competition, she was acknowledging both the
consumer support and the Myntra team that delivers to keep the company the hottest
online fashion brand.

The company received India’s Most Admired & Valuable Power Brand Award 2016 at the
7th Annual India Leadership Conclave & Indian Affairs Business Leadership Awards 2016. In
the nationwide competition where voting took place over 60 days, Myntra emerged as the
country’s most admired and valuable power brand.

The award ceremony took place in the presence of 350 influential leaders in Mumbai. Dr.
Lalit S. Kanodia, the founder and Chairman of Datamatics Group of Companies and Mrs.
Sandra Rajnikant Shroff of United Phosphorus Limited presented the award to Myntra.

“The award reflects the commitment of the entire family of Myntra to be a leader in the
online space with cutting edge technology and be the trend-setter. Myntra do understand
the aspirations of the growing customers and each day we experiment with new strategies
to meet customer satisfaction, delivery deadlines, and demand for original and quality
products. This award is the reflection of our continued service as a reliable partner of Indian
masses.”

Satya Brahma, Chairman & Editor-In-Chief of Network 7 Media Group said “The rise of
Myntra as a power brand in the Indian online space will continue in coming years as the
process technologies, recruitment staff selection, training, quality checking and periodic
check of customer feedbacks are world-class. The award signifies Myntra’s growth as a
Brand Leader in the Indian online space.”

Myntra recognized ,bags India’s most admired and valuable power brand award 2016 at7th
annual India Leadership conclave and Indian affairs business Leadership Awards 2016

The leading e-commerce major “Myntra” achieved Milestones & Accolades in the first week
of july where Myntra was declared winner in the top branding award category surpassing all
leading e-commerce brands in a nation-wide competition that kept the nation voting for
sixty days. Network 7 media Group, asia’s most analytical news media in mainstream
segments announced the coveted recognition at a power packed gatherings which included
who’s & who’s of india’s business establishments, fashion, jewellery,politics, social
entrepreneurship, medicine & infrastructure. Over 350 influential leaders of the country
congregated in mumbai on 1st July at the historic 7th annual award ceremony MS.GUNJAN
SONI AND CMO HEAD OF INTERNATIONAL BRAND MYNTRAreceived the award in a glittering
award night.Dr.Lalit S. Kanodia, the founder and Chairman of Datamatics Group of
Myntra Project

Companies & Mrs. Sandra Rajnikant Shroff of United Phosphorus Limited were the Chief
Guest of the Program & felicitated the awards to Myntra. Myntra surprised the stage with a
Delivery boy present with Gunjan to receive the award.

IN 2017

TRENDSETTING WORKPLACE AWARD

Myntra At a glittering event in Mumbai this Friday, Myntra accepted the ET Panache
Trendsetting Workplace Award, a news that comes as no surprise to anyone who has visited
the Bangalore headquarters of India’s one-stop fashion destination.ET Panache Trendsetting
Workplace Award Myntra

From outside, the Myntra office looks like a typical tech park with its concrete and glass
facade. However, the moment you step inside, you take a step backwards, thinking you have
mistakenly stepped inside a glitzy mall!

The reception has the look of a high-end shopping store, complete with a Look Good Café
and a live video shoot ramp. Names of famous models can be spotted on walls, while huge
portraits of sports and fashion icon enliven the office space. Comic con screams the graffiti
on a wall, while Diva announces a lounge. As you stumble upon a corridor, you could be
mistaken for thinking it leads to a movie hall, looking at the neon lights. There are
evenmannequins and racks of clothes.

Myntra Office Bangalore Just as the brand Myntra represents fashion to its fans, its office
recreates the world of fashion across its four floors. Each floor showcases different aspects
of the fashion business – life fashion brands, sports, editors, and stylists.

The Myntra office also has one of the largest spaces dedicated to indoor games like
badminton, snooker and foosball, besides a gym. There’s even indoor space to practice
outdoor games like cricket, running and bicycling. Myntra also has its own cricket league –
the Myntra Premier League – which sees high employee participation.

Asked to define his “trend-setting” office in an interview, Myntra CEO Ananth Narayanan
says, “For me, a trend is an idea, invention, or differentiated approach, that fundamentally
changes how people, Organizations and society conduct themselves. Trends tend to shape
and change the ecosystem permanently.”

When it comes to Myntra, Ananth elaborates, belonging as it does to “an industry like
fashion, it is important to have a vibrant and open culture that spawns creativity and
nurtures talent. Our culture and office are intertwined. Our vibrant and colorful office space
underscores our commitment to create a vibrant and fun culture at work.

Over the years Myntra has built a truly differentiated culture which promotes innovation,
risk taking, ownership and collaboration. The key differentiators that enable such are a
culture are the Myntra Values of Myntra First, Aim High, make it Happen, Make Work Fun,
Look Good & Relentless Focus on the Consumer. Each of these values is deeply embedded
Myntra Project

into our systems and people practices. Some key instances of living these values can be
seen in the “Myntra Performance Management System” that is geared towards recognizing
team performance by way of establishing team goals as opposed to individual goals, the
Myntra Customer Immersion Program that ensures each employee understands the
consumer by actually delivering products door to door, before officially onboarding.

First, the approach to doing business has changed from linear to non-linear. Secondly,
organizations no longer view employees as resources, but as partners in their success. The
emergence of technology giants (such as Google) and new age start-ups has played a big role
in this.”

Undoubtedly, there will come a day when the Myntra office and work culture will be
discussed with as much awe as we do Silicon Valley today.

#Myntra #Myntra app

IN 2018

MYNTRA -JABONG BAG GOLDEN PEACOCK AWARD

The golden peacock award for’ HR excellence in 2018”held at Mumbai which felicitated
companies from across industries for best human HR practices in year 2018.thirteen
companies received the prestigious awards in which Myntra was one of them.

The Golden Peacock Awards, instituted by the Institute of Directors (IOD), India in 1991, are
now regarded as a benchmark of corporate excellence worldwide. The selection process for
the Award is rather transparent and includes a three-tier evaluation process based on
internationally-recognised criteria.

The Awards Secretariat has constituted an Expert Evaluation Committee comprising experts
from various sectors who are invited to assess the applications. Each application is reviewed
independently and the ones that satisfy the basic review requirements are shortlisted for
the Awards. The applications are assessed on the basis of an exhaustive set of parameters as
mentioned in the guidelines for a total score card of 1000 marks. Entries occupying top
positions are recommended for consideration by the Jury. In some cases, the shortlisted
Myntra Project

finalists are also asked to make a 10-minute presentation followed by a questions and
answers session lasting five minutes, during meeting for the final consideration of the Grand
Jury. All institutions, whether they belong to the public, private, non-profit, government,
business, manufacturing or services sectors, are eligible to apply for the Awards.

Myntra and infidigit win ICL award for Best content in search campaign

Ever since Myntra joined hands with Infidigit in April 2017, both teams have strived hard to
push the envelope in SEO services on the expansive e-commerce platform. Over the course
of time, not only did Infidigit develop a growth hacking solution for Myntra’s ambitious SEO
vision, but it also found encouraging support from team Myntra with their smooth execution
of the recommended strategies. This synergy of vision and dedication now continues to hit
new benchmarks when it comes to SEO performance of Myntra.
Myntra Project

SCAM AND ACTION

MYNTRA SCAM

{Fig no.5.1-scam]

Data of Flipkart and Myntra users was reportedly compromised by a phishing group
operating from two offices in Noida. The city police’s cybercrime cell arrested 45 people
working in a fake call center setup. 

The gang was found to be in possession of sensitive user data including names, email IDs,
shipping address, customer buying history and order IDs, according to a media report. 

Vaibhav Krishna, chief of Noida Police reportedly said that the data was in fact sourced from
the ecommerce companies Flipkart and Myntra but they are still investigating whether the
companies had authorized this data sourcing. 

Interestingly, almost half (22) of the arrested people were women. According to the police,
the gang conned customers by posing as Flipkart and Myntra representatives and offered
cashbacks to customers on past purchases. 

Data of Flipkart and Myntra users was reportedly compromised by a phishing group
operating from two offices in Noida. The city police’s cybercrime cell arrested 45 people
working in a fake call center setup. 

The gang was found to be in possession of sensitive user data including names, email IDs,
shipping address, customer buying history and order IDs, according to a media report. 

Vaibhav Krishna, chief of Noida Police reportedly said that the data was in fact sourced from
the ecommerce companies Flipkart and Myntra but they are still investigating whether the
companies had authorized this data sourcing. 

Interestingly, almost half (22) of the arrested people were women. According to the police,
the gang conned customers by posing as Flipkart and Myntra representatives and offered
cashbacks to customers on past purchases. 
Myntra Project

Data of Flipkart and Myntra users was reportedly compromised by a phishing group
operating from two offices in Noida. The city police’s cybercrime cell arrested 45 people
working in a fake call center setup. 

The gang was found to be in possession of sensitive user data including names, email IDs,
shipping address, customer buying history and order IDs, according to a media report. 

Vaibhav Krishna, chief of Noida Police reportedly said that the data was in fact sourced from
the ecommerce companies Flipkart and Myntra but they are still investigating whether the
companies had authorized this data sourcing. 

Interestingly, almost half (22) of the arrested people were women. According to the police,
the gang conned customers by posing as Flipkart and Myntra representatives and offered
cashbacks to customers on past purchases.