Myntra- ‘The Fashion Hub’

Myntra is an Indian e-commerce company of fashion and casual lifestyle products, headquartered in Bangalore, Karnataka. The company was founded in 2007 by Indian Institutes of Technology graduates Mukesh Bansal, Ashutosh Lawania and Vineet Saxena with a focus on personalisation of gift items. By 2010, Myntra shifted its focus to the online retailing of branded apparel.

History:

Established in 2007 by Mukesh Bansal along with Ashutosh Lawania and Vineet Saxena, Myntra was in the business of on-demand personalisation of gift items. It mainly operated on the B2B (business to business) model during its initial years. Between 2007 and 2010, the online portal allowed customers to personalize products such as T-shirts, mugs, mouse pads, calendars, watches, teddy bears, pendants, wine glasses and jigsaw puzzles. Myntra provided home delivery within 3 days time. Within the initial 3 years, Myntra became India’s largest personalisation platform with more than 50% of the market share.

In 2011, Myntra expanded its catalogue to include fashion and lifestyle products and moved away from personalisation. 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. Myntra also had casual wear for men and women from brands. The website saw the launch of Fastrack watches and of Being Human, the brand.

It 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.

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, EMI facility 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.

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 operates on an almost zero-inventory model with a focus on supply chain automation and fulfillment. The company has partnerships with several suppliers, who fall under two categories – raw material suppliers who supply the products and personalization technology suppliers who execute the personalization on the products.

They were the first ones to leverage user generated content through an innovative concept called “Designer Community” wherein designers can monetize their graphics & designs by uploading them on the Myntra website which is in turn used by buyers to personalize their products. Among the earliest to start an online affiliate program through which users of partner sites could use their content on those sites to personalize products of their choice on Myntra.com.