SAGE

UNIVERSITY
INDORE

Institute of
Management Studies
IMS
Session : 2021-22
Project-1
BBA II SEMESTER

Project: Myntra

Guided By:- Submitted by:-

Mr. Kunal Tiwari Sir Vansh S Thakur

Assistant Professor 21MGT2MBF0039

 DECLARATION
Myself Vansh Singh Thakur student of BBA
II-SEM BANKING & FINANCE do hereby
solemnly affirm and declare as under:
Project entitled Myntra is done by me
under guidance of Mr. Kunal Tiwari Sir.
That I have created the project as per the
University’s rules and regulations.

Name of Candidate:-

Vansh S Thakur

22-Jun-2022
 ACKNOWLEDGEMENT
Mr. KUNAL TIWARI, Assistant Professor,
without whom the task would not have
beem completed. I’d also like to express my
gratitude to my friends and family
members for their recommendations and
input throughout the course of the project.
I will never forget their encouragement,
and I hope that I will be shown the same
kindness and direction in my future
endeavours.

Vansh S Thakur

22-Jun-2022 II SEM BANKING & FINANCE

 INDEX
1. Introduction
2. Mission and Vision
3. Business & Revenue Model
4. Funding & Investors
5. Growth and Revenue
5.1 Highlights
6. Mergers
6.1 Acquisitions
7. Challenges
8. Competitors
9. Awards & Recognitions
10. Reference
11. Appendix
 INTRODUCTION
Myntra was founded by Mukesh Bansal,
Ashutosh Lawania, Vineet Saxena back in
2007. Myntra witnessed quite a successful
run before it was acquired by Flipkart in
May 2014 for Rs 2000 crore, cash and stock
deal to help the latter tap into the fashion
space.

The parent organization of Myntra is

Flipkart. It is an Indian online shopping
website that brings premium brands under
its umbrella and provides its consumers
with the most effortless shopping
experience.
 MISSION AND VISION
Myntra's mission and vision is to provide "a
hassle free and enjoyable shopping
experience to shoppers across the country
with the widest range of brands and
products on its portal."
 BUSINESS & REVENUE
MODEL
Myntra operates on an aggregator business
model (B2C) of premium brands. Myntra
earlier operated on a B2B business model
prior to switching its business model to
B2C. The business model of Myntra is
primarily based on procuring current
season merchandise from all its associate
brands and making them available on its
eCommerce portal as soon as they are
available in the respective retail brand
outlets.
The major source of revenue for Myntra is
commission. It generates income from a fixed
commission of 4% - 5% which it charges depending on
the category and the brand of the product.
 FUNDING & INVESTORS
Myntra has raised over $399.8M in funding
over 13 rounds. The latest funding was
raised on September 24, 2021, led by its
parent organization, Flipkart. The fresh
infusion came at a crucial juncture when
the fashion giant was looking forward to
starting the Big Fashion Sale from October
7th onwards, which continued till October
13, 2021.
 FUNDING & INVESTORS

Myntra investor, Jabong India Private

Limited has decided to allot 7,08,025 equity
shares to its Singapore-based parent
company, FK Myntra Holdings for Rs 455
crores, as per the regulatory filings of the
company. Furthermore, it has also allotted
58,195 equity shares to Quickroutes
International Private Limited for Rs 37.40
crores, which has taken the total infusion to
Rs 492 crores.
 GROWTH AND REVENUE
Myntra has become India's fashion expert
that serves millions of customers, with
2000+ world's top fashion brands on the
platform. They sell more than 200,000
items on the app on any given day and have
achieved approximately $500M Gross
Merchandise Volume in FY 2015 - 2016. The
company has recorded a Gross
Merchandise Volume (GMV) of $800
million in January 2016, which is just a
notch below its target $1 billion mark by
FY16.
 HIGHLIGHTS
Myntra is currently the biggest name in the fashion
e-commerce market of India.
The growth of Myntra is estimated to be 300% in the
sector of lingerie and loungewear segment amid the
second wave of Covid-19.
Myntra website has tied up with top fashion and
lifestyle brands in India. The Myntra exclusive
brands are Nike, Adidas, Reebok, Puma, Asics, Lee,
Lotto, Decathlon, FIFA, John Miller, Indigo Nation,
and more.
Myntra offers an array of current season
merchandise from Myntra fashion brands, which
include some of the best brands across multiple
categories from clothing to accessories.
Myntra presently offers products from more than
500 Indian and international brands.
 MERGERS

Mergers
Myntra, a Flipkart Group company had acquired Jabong in
July 2016 for $70 million in cash.
In April 2015, Native5, a Bengaluru-based mobile app
development company was acquired by Myntra. The goal of
this acquisition was to strengthen and expand Myntra’s
mobile technology team.
In July 2016, Myntra business acquired a mobile-based
content aggregation platform named Cubeit, to strengthen
and expand its technology team.
In April 2017, Myntra company acquired InLogg. This was a
city-based technology platform that provides end-to-end
logistical solutions for the smooth functioning of e-
commerce businesses.
In April 2018, Myntra India bought a Bengaluru-based
startup named Witworks, a maker of wearable devices.
In August 2018, Myntra acquired Mumbai-based startup
Pretr Online Services Pvt. Ltd., an end-to-end omnichannel
platform for retail.
ACQUISITIONS
Pretr Online Services Pvt Ltd
August 1, 2018

Blink (formerly Witworks)

April 16, 2018

20Dresses
November 29, 2017

InLogg
April 19, 2017

Jabong.com
July 26, 2016

HRX
July 20, 2016

Cubeit
July 12, 2016

Native5
May 7, 2015

Fitiquette
April 4, 2013

Exclusively
November 9, 2012
 CHALLENGES
Logistics was a big challenge for Myntra in order to meet the
customer's demands. Needless to say, it is also one of the
important aspects of an e-commerce company. Myntra’s
success is duly credited to its hybrid logistics model. To solve
their problem of logistics and supply chain in the initial years,
they devised this solution and distributed the logistics
between themselves and third-party service providers solely
on demographics.

This again posed a major challenge for Myntra because

finding reliable third-party service providers who could
provide a world-class delivery experience to the firm and the
consumers is quite a job. To counter this, Myntra took utmost
care of its supply chain management, and hired delivery
agents with high and deep quality delivery experience.

Myntra, as a venture and as a team has always believed that

the greatest contributions happen when the larger picture is
kept in mind. Also, what the brand stands for and how it is
conveyed to society through the time of making short-term
progress plays a very important role.
 COMPETITORS
When Myntra started off, there were really no vendors
providing such seamless and exclusive shopping experiences
to the consumers. However, with the course of time, its
competitors have increased over the years in India.

The main competitors of Myntra are:

Bewakoof
Shein
LimeRoad
Ajio
Amazon
Snapdeal
Voonik
Zooper
HSN
GoRootz
Naaptol
FashionAndYou
ShopClues
Yepme
AWARDS & RECOGNITIONS

Myntra was acknowledged as India’s Most Admired &

Valuable Power Brand Award 2016 at the 7th Annual India
Leadership Conclave & Indian Affairs Business
Leadership Awards 2016.
Myntra.com was announced as a winner of the Red
Herring Global 100 award.
CNBC - TV18 recognized Myntra's website as one of the
Hottest Internet Companies of the Year.
It has also been awarded 'Fashion eRetailer of the Year
2013' by Franchise India's eRetail Awards.
Myntra online app and website also bagged the title of
'Best E-commerce Website for 2012' by IAMAI – India
Digital Awards.
The venture was also awarded 'Images Most Admired
Retailer of the Year: Non–Store Retail' for 2012 by Images
Group.
Puma India awarded Myntra with the 'Best E-commerce
Partner of the year 2011-12'.
 REFERENCE

https://startuptalky.com/myntra-online-fashion-store/
https://en.m.wikipedia.org/wiki/Myntra#
https://craft.co/myntra
https://caknowledge.com/organizational-structure-of-
flipkart/
https://studiousguy.com/myntra-business-model/