MyntraIntroductionMyntra is a one stop shop for allfashion and lifestyle needs. Being India's largest e-commerce store for fashion and lifestyle products, Myntra aims at providing a hasslefree and enjoyable shopping experience to shoppers across the country with the widestrange of brands and products on its portal. he brand is ma!ing a conscious effort tobring the power of fashion to shoppers with an array of the latest and trendiest productsavailable in the country.History"stablishedin#$$%byMu!esh Bansal alongwith &shutosh 'awaniaand (ineet)axena, Myntrawasinthebusinessof on-demandpersonalisationof gift items. ItmainlyoperatedontheB#B*businesstobusiness+ model duringitsinitial years.Between #$$% and #$,$, the online portal allowed customers to personali-e productssuch as -shirts, mugs, mouse pads, calendars, watches, teddy bears, pendants, wineglasses and jigsaw pu--les. .ithin the initial/ years, Myntra became India0s largestpersonalisation platform with more than 1$2 of the mar!et share.In #$,,, Myntra expanded its catalogue to include fashion and lifestyle products andmoved away from personalisation. Myntra tied up with various popular brands to retail awide range of latest merchandise from these brands. Myntra offered products from /1$Indian and International brands by #$,#. #$,3sawthemergingof MyntrawithIndiane-commercegiant 4lip!art.com inanestimated deal of #$$$ crore *5)6/,$ million+. Merger was majorly influenced by twolarge common shareholders, iger 7lobal and &ccel 8artners.Myntra stillcontinues tofunction and operate independently to increase its mar!et share from 1$ to %$ per centof the mar!et share.In #$,3, Myntra's portfolio included about ,,1$,$$$ products of over,$$$ brands ranging from international brands to designer brands and distribution areaof around 9$$$ pincodes in India.In May #$,1, Myntra moved on to app-only business model wherein customers can onlybuyandtransact intheir sitethroughsmartphones. hemovecameafter thesiteclaimed that 91 percent of Internet traffic on their site came mobile and %$ percent saleswere generated through smartphones. he move to app-only generated mixed reviewsand saw ,$2 dip in sales initially.Group-5 (SDM1)Investments and Source of funding In:ctober#$$%, Myntrareceiveditsinitial fundingfrom"rasmic(enture4undnow!nownas &ccel 8artners, )ashaMirchandani fromMumbai&ngelsandafewotherinvestors. In ;ovember #$$