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Myntra is a leading online fashion retailer in India, known for its extensive range of clothing, footwear, accessories, and beauty products. Founded in 2007 by Mukesh Bansal, Ashutosh Lawania, and Vineet Saxena, Myntra initially focused on personalized gifts before shifting to fashion and lifestyle products in 2011. This pivot proved successful, positioning Myntra as a major player in the Indian e-commerce market.

Key Developments and Offerings

Acquisition and Growth

Myntra was acquired by Flipkart in 2014 for approximately $300 million, which allowed it to enhance its offerings and expand its market presence. Following this acquisition, Myntra became part of the Walmart Group when Flipkart was acquired by Walmart in 2018[1][3][6].

Product Range

The platform boasts over 23 lakh styles from more than 6,000 brands, including both Indian and international labels. As of December 2023, Myntra has expanded its portfolio to include over 400 international brands, such as H&M, Levi’s, Tommy Hilfiger, and Mango[1][5][8]. In 2023 alone, Myntra added 50 new international brands, diversifying its offerings to include popular names like Gymshark and Adidas by Stella McCartney[2][10].

Omnichannel Strategy

Recognizing the importance of an omnichannel approach, Myntra has also expanded its offline presence while maintaining a robust online platform. This strategy aims to enhance customer experience by providing seamless shopping options across channels[1].

Customer Experience

Myntra emphasizes a user-friendly shopping experience through its mobile app, which features:

Conclusion

Myntra continues to redefine the fashion e-commerce landscape in India by expanding its brand partnerships and enhancing customer engagement through innovative strategies. As it evolves, Myntra remains a key destination for fashion enthusiasts seeking both local and global styles.

Citations

[1] https://www.indiaretailing.com/2024/03/10/how-myntra-is-redefining-fashion-lifestyle-e-commerce/
[2] https://in.fashionnetwork.com/news/Myntra-added-50-international-brands-to-roster-in-2023,1591490.html
[3] https://www.retail-week.com/who-is-myntra
[4] https://apps.apple.com/in/app/myntra-fashion-shopping-app/id907394059
[5] https://www.indiaretailing.com/2023/12/22/global-brands-myntra-brought-to-india-in-2023/
[6] https://primeinsights.in/inspiring-journey-of-myntra/
[7] https://play.google.com/store/apps/details?hl=en_US&id=com.myntra.android
[8] https://www.indiaretailing.com/2024/01/05/myntra-adds-50-international-brands-to-its-portfolio-in-2023/
[9] https://play.google.com/store/apps/details/Myntra_Fashion_Shopping_App?id=com.myntra.android&hl=en_NZ
[10] https://www.medianews4u.com/myntra-adds-over-50-international-brands-to-its-portfolio-in-2023/
[11] https://www.marketingmonk.so/p/myntra-s-marketing-magic-to-becoming-india-s-no-1-online-fashion-brand-9677
[12] https://economictimes.indiatimes.com/industry/cons-products/fashion-/-cosmetics-/-jewellery/myntra-is-bolstering-strategic-international-brand-partnerships-to-elevate-consumer-experience/articleshow/108847520.cms

See Also