MADE BY: VINEET KUMAR [12MEU093]

VISHNU DUA [12MEU095]

OBJECTIVE

The main objective is to develop

entrepreneurial spirits among the students

and make them understand what is

entrepreneurship all about.

To study the business models of Myntra.

To study the consumer perception of Myntra.

To study the future of Indian e-commerce

Industry.

VISION

To be the largest fashion and lifestyle retail in

India, and whenever someone thinks of buying

apparel, footwear or any other fashion and

lifestyle item they should think of Myntra first.

Even if they’re buying offline, they should check it

out online on Myntra first and then buy it.

Myntra also has planned tie ups with celebrities

through associations with movies and events as

they represent fashion sense.

MUKESH BANSAL Mukesh Bansal grew

up in Haridwar. He is a

graduate in computer

science from IIT

Kanpur. He spent 10

years in the US,

working with start-ups

such as Nextag and

eWanted. He then

moved to India in 2007

to start Myntra. His

family used to be in

apparel trade, before

his father got a job with

Bharat Heavy

PANEL WINDOW

ABOUT MYNTRA

It is an Indian online shopping retailer

headquartered in Bangalore.

Established in 2007 by Mukesh Bansal along

with Ashutosh Lawania and Vineet Saxena.

It currently offers close to 50,000 products

from more than 600 Indian and international

brands.

Employee count of myntra is over a thousand

people.

In 2011, Myntra tied up with various popular brands to

retail a wide range of latest merchandise from these

brands. Myntra offered products from 350 Indian and

International brands by 2012. Brands like Nike,

Puma, Converse, Adidas,Reebok, Lee Cooper,

Numero Uno, Sketchers, Fila, Lotto, ID, Catwalk,

Carlton London and Red Tape found the perfect

online retail platform.

Myntra currently has more than 1000 brands with over

1,50,000 products that are delivered almost

everywhere in India using its vast and efficient

delivery networks.

STATISTICS

It has turnover of Rs.500cr. in 2013-2014.

Google page rank 5/10.

Total estimated website traffic net worth $9.5

million USD.

It has been receiving a daily page views of 4.3

millions hits.

It should generate an estimated daily

advertisement revenue of $12,992 USD and

monthly advertisement revenue of $389,764

USD.

The average page load 1.48 seconds which is

55% faster than other websites around the world.

It is linked with 2093 other websites.

Source:freewebsitereport

Myntra set to become ‘mobile-

only’ by 2015

“Growth in mobile commerce continues to beat our expectations month-on-month, and we will close this financial year ending March 31, 2015 with 75 per cent of our revenue coming from mobile. Of this, 60 per cent of mobile traffic will come through our Myntra app and the rest through the mobile web browser. This is because navigation is faster and more intuitive on the Myntra mobile app compared to the mobile web browser which is slower”

- Prasad Kompalli

Head of Sales & Marketing, Myntra Source:Thehindubusinessli

ne

MYNTRA BUYS FITIQUETTE

Source:techcrunch.com

Fitiquette a developer of virtual fitting room

technology has been acquired by Myntra.

Fitiquette is a virtual fitting room. Shoppers can

create a virtual imitation of themselves in order to

try-on and buy their clothing offering online. What

is unique about it is that the clothing we select is

represented true to size based on a series of

measurements. (ex. S, M, L, XL)

BUSINESS MODEL

SHAREHOLDERS

Flipkart has almost 50% of the shares of Myntra.

Bansal and Lawania, both IIT-Kanpur alumnus,

owns about 20% of Myntra.com, will continue to

run the company even after Flipkart.com takes it

over. Their individual shareholdings were not

available. Two other co-promoters have left the

company.

Accel Partners, owns 10% in each of the

companies Flipkart and Myntra.

Wipro chairman Azim Premji, who recently bought

a 10% stake in Myntra for Rs 150 crore.

MARKETINGMyntra has successfully used social

networking websites Facebook and Twitter to

expand its customer base.

Myntra positions itself as a fashionable new age

brand. It launches major marketing campaigns

every year.

Myntra has used mostly viral marketing and

internet for its popularity coupled with occasional

discounts and referral discounts.

Myntra left its mark of innovation through online

coupons.

Offical team India jersey.

FUNDINGS In October 2007, Myntra received its initial funding

from Erasmic Venture Fund now known as AccelPartners, Sasha Mirchandani from Mumbai Angels and a few other investors.

In November 2008, Myntra raised almost $5 million from NEA-IndoUS Ventures, IDG Ventures and AccelPartners. Myntra raised $14 million in a Series B round of funding. This round of investment was led by Tiger Global, a private equity firm; the existing investors IDG Ventures and Indo-US Venture Partners also put in substantial amount towards funding Myntra.

Towards the end of 2011, Myntra.com raised $20 million in its third round of funding, again led by Tiger Global.

In February 2014, Myntra raised additional $50 Million (Rs.310 crore) funding from Premji Invest and few other Private Investors.

REVENUE MODEL

Myntra.com is an aggregator of many brands. Its

business model is based on procuring current

season merchandise from various brands and

making them available on the portal at the same

time as in respective retail brand outlets.

It is a Business to Customer (B to C) revenue

model.

VALUE CHAIN ANALYSIS

CUSTOMER

FIRM

ORDER PROCESSING

PACKAGING

SHIPPING

SWOT ANALYSIS OF MYNTRA• Strong funding

• Delivery And Support

• Variety of products

• Innovative Services

Strength

• Lack Of Infrastructure

• Inter State Movement of Products

• Consumer MindsetWeakness

• Market Segment

• Growth in Internet Traffic

• New technologies

• Change in Mindset of the youth

Opportunity

• Competition in the market

• Successful competitors

• Consumer Mindset

• Government regulation

• Product Retailers

Threat

Flipkart's Myntra merger can't stop

Amazon

Amazon has already come up as a true innovator

for the 'hungry-for-more' Indian consumer.

Mobile apps, same-day delivery, superb brand

and the ability to deliver goods to the last man

standing.

It covers more than 20,000 PIN codes.

Its pace of growth in such a short time is no

magic.

Amazon has been the top player across the

world, and the size of its pocket, coupled with no

investor-driven hurry will speak for itself in the

Indian market soon enough.

FINE FOR TAX EVASION

The Kerala state department has slapped a fine

of up to Rs 54 crore on a slew of e-retail players

for evasion of sales tax in 2012-13 and 2013-14.

Source:http://trak.in/

CHALLENGES Logistics is an important aspect of any ecommerce company and

Myntra’s model for success is its Hybrid logistics models. They have distributed the operational logistics between themselves and third party service providers on the basis of geography.

In the early days, hiring was one of the biggest challenges that we faced. We worked from a home and people who came for interviews saw this, they used to leave at the doorstep, without even coming in. So in the beginning, we had really focused on people who wanted to be entrepreneurs. With time we have overcome this challenge.

Myntra today is in creating a balance between profitability and growth; the balance between investing to grow and staying profitable.

“Cost is a function of the capacity that you want to build in your brand; the more capacity that you want to build the more cost that you spend on it. It is also a function of how long before you need it, you’re building your capacity, for example are you building capacity 3 or 6 months in advance to the time of need. We can use lean principles to keep the costs down; doing things just in time also helps.”

RECOGNITIONS

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

CONCLUSION

Marketing and Sales is a core activity of Myntra.

By looking at the popularity of Myntra we can

conclude that Myntra is doing a much better job in

Marketing & providing its services to customer.

From the above findings we can easily conclude

that Myntra has more competitive advantage, not

only with price and quality but with the perception

of the consumer as well. People had a better

shopping experience with Myntra.com.

THANK YOU

“Without the help of the best team, the best

technology and the best infrastructure, it is

impossible to set up a successful ecommerce

business in India”

-Mukesh Bansal