Myntra

Company & Role info

Company Link https://www.myntra.com/aboutus
About It is right now, India's largest e-commerce store for fashion and lifestyle products.
It was established by Mukesh Bansal along with Vineet Saxena in 2007. It sold on demand personalized gift items on
mainly a B2B business model. In 2011, Myntra began selling fashion and lifestyle products, moving away from
personalization. They launches brands such as Being Human and Fastrack.
In 2014, Flipkart acquired Myntra in a $2000 crore deal. However, Myntra functions and operates independently as a
brand under Flipkart ownership. It mainly focusses on “fashion conscious” consumers.
On 10 May 2015, Myntra announced that it would shut down its website, and serve customers exclusively through
its mobile app beginning 15 May. The service had already discontinued its mobile website in favour of the app. Myntra
justified its decision by stating that 95% of traffic on its website came via mobile devices, and that 70% of its purchases
were performed on smartphones. The move received mixed reception, and resulted in a 10% decline in sales. In February
2016, acknowledging the failure of the "app-only" model, Myntra announced that it would revive its website.
They acquired mobile based development platforms such as Native5 and Cubeit to enhance it IT services.
They have partnered with the Ministry of Textiles to promote handloom products. They also acquired Witworks, a
consumer IoT wearables company.
In July, 2016 Myntra acquired their rival Jabong.com to become India’s largest fashion platform.
HQ Bengaluru, Karnataka
Services Offered Mobile application, Website
Leadership CEO – Amar Nagaram (Since January 2019)
Core Values 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.
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.
Business Model Sources of revenue
Website/Mobile App – Commission charged to sellers on sale of products via website or mobile app. Sellers are charged
listing/selling fee to list their products on Myntra and customers are charged convenience fee for privileged services like
faster shipping.
Revenue model
The e-commerce portal operates only via app or the official website. The model here is:
• App list sellers who sell the various apparel from the list of products that Myntra sells
• Get customers to view the product
• Customer Shops for the desired products
• Myntra arranges for the products to be shipped to the customer
• Product shipped and not returned back
• Seller gets its agreed price minus the Myntra’s commission. In short, x% commission on total sale value of the
seller.

Company NamePage | 1TEAM DISHA - IIML

 In house products and private labels – They have nearly 13 private labels that contribute to a significant chunk of
their revenues.
Essential theory ECOMMERCE MODELS
knowledge Marketplace Model
A pure ecommerce marketplace follows a zero inventory model. The company provides an information technology
platform for buyers and sellers without storing goods. But they do offer shipping and payment assistance by tying up
with selected logistics players and financial partners. Examples – eBay, Naaptol, Shopclues
Inventory Model
It’s when a company sources directly from brands & sellers and stock it. There are no multiple sellers selling one product,
unlike marketplaces where buyers get to choose from several merchants. Examples – Jabong
Hybrid Model
A mix of marketplace and inventory is a hybrid ecommerce model. It’s also called a ‘managed marketplace’ model.
Examples – Flipkart, Amazon, Snapdeal, Myntra

Pain points in supply chain of e-commerce

• Reverse logistics do not enjoy economies of scale like forward logistics
• Monetary losses for sellers & company
• Loss due to unavailability of customers at the time of delivery
• Cash on Delivery involves many stakeholders thereby increasing cost to the company
• Last mile connectivity – Private couriers have limited reach

Company NamePage | 2TEAM DISHA - IIML

Finals roles Supply chain management role
• Define business problems, conduct Root Cause Analysis and design solutions.
Define key metrics and indicators for measurement and success.
• Derive deep insights on consumer behaviors & trends, by reviewing the internal &
external data.
• Collaborate within the Customer Experience team and all functions across the org
to develop, conceptualize, build, validate, grow, enhance features that drive better
customer experience
• Influence and align with leaders of other functions in the organization on function
related initiatives
• Execute identified project/initiatives and drive business outcomes
Skills required in Please refer to JD for detailed expectations
the candidate
Past experiences
Interview – GD topic - Consumer experience vs. Revenue. Should there be a priority or a tradeoff, and why?
personal + job CV and Hr based Qs
related +
Why Myntra? Why ecommerce?
analytical
knowledge What are the supply chain challenges faced during festivals? How can they be solved?
What is the biggest challenge for ecommerce in the coming years?
Supply chain strategies to scale up ecommerce?
Other news
Awards and Awarded 'Fashion eRetailer of the Year 2013' by Franchise India – Indian eRetail Awards
achievements 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
Few good reads https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/myntra-jabong-gets-new-head-for-fashion-and-
& In-news lifestyle/articleshow/67618452.cms
articles https://qz.com/india/1530285/club-factory-is-giving-indias-myntra-jabong-reliance-hard-time/
https://gadgets.ndtv.com/internet/news/myntra-taps-9000-kirana-stores-in-50-cities-to-boost-last-mile-delivery-
1981812
https://www.timesnownews.com/india/article/myntra-unforgettables-an-inspiring-tale-of-young-football-
enthusiasts/351772

Company NamePage | 3TEAM DISHA - IIML