ORGANIZATION ANALYSIS ON

“MYNTRA”
Submitted to Tumkur University in partial fulfilment of
requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION

Submitted By:

BHARATH RAJ M

Reg. no: P11MS23M015013

UNDER THE GUIDANCE OF

Mrs. PREMAKUMARI N

(Assistant Professor)

SRI SIDDHARTHA INSTITUTE OF MANAGEMENT

STUDIES,

(Affiliated to TUMKUR UNIVERSITY approved by AICTE,

Delhi) Maralur, Tumkur-572105, Karnataka
2024
TABLE OF CONTENTS

CHAPTER CONTENT

01 INDUSTRY PROFILE

02 ORGANIZATION PROFILE

03 MCKENZIE’S 7S
FRAMEWORK & PORTERS
5 FORCE MODEL
04 SWOT ANALYSIS

05 ANALYSIS

OF FINANCIAL

STATEMENT
06 CSR ACTIVITIES

07 LEARNING EXPERIENCE

08 CONCLUSION
 CHAPTER 01:

(INDUSTRY PROFILE)

INTRODUCTION:

Myntra is an Indian fashion e-commerce company headquartered in Bengaluru,

Karnataka. Founded in 2007 by Mukesh Bansal, Ashutosh Lawania, and Vineet
Saxena, Myntra initially started as a personalized gift items retailer. However, in
2011, the company shifted its focus to fashion and lifestyle products.

The company was founded in 2007-2008 to sell personalized gift items. In May
2014, Myntra.com was acquired by Flipkart.

In May 2022, Myntra launched an express delivery service on its app to offer a one-
of-a-kind experience on its fashion and beauty platform. This service allows
shoppers to receive their orders for products marked with ‘M-express tag’ on the
listing page within 24–48 hours of purchase.

Myntra 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.
Supply chain management (SCM) is the management of a network of
interconnected businesses involved in the ultimate provision of product and service
packages required by end customers Harland, 1996). Supply chain management
spans all movement and storage of raw materials, work-in-process inventory, and
finished goods from point of origin to point of consumption (supply chain). Myntra
was established by Mukesh Bansal, Ashutosh Lawania and Vineet Saxena in
February 2007. Myntra's headquarter is in Bangalore, with regional offices in New
Delhi, Mumbai and Chennai. It began its operations in the B2B (business to
business) segment with the personalization of gifts, which included clothing,
footwear, cosmetics In 2010, the company shifted its strategy to becoming a B2C
(business to customer) oriented firm, expanding its catalogue to fashion and
lifestyle products. Myntra.com is ranked among the top 10 e-commerce companies
in India. In the last 3 years, Myntra has become the most popular destination for
personalized products in the country. Myntra.com is into the e-commerce (online
shopping) business. It is an online retailer of fashion and lifestyle products in India.
It began its operations in the B2B (business to business) segment with the
personalization of gifts, which included clothing, footwear, cosmetics In 2010, the
company shifted its strategy to becoming a B2C (business to customer) oriented
firm, expanding its catalogue to fashion and lifestyle products.

Myntra.com is ranked among the top 10 e-commerce companies in India. In the last
3 years, Myntra has become the most popular destination for personalized products
in the country. • Myntra pioneered the personalization of sports jerseys and offered
sports jerseys of several cricket and football teams such as Team India, IPL & FIFA.
These jerseys could be personalized with a name and number of the customer's
choice.

Online advertising, also called online marketing or Internet advertising is a form of

marketing and advertising which uses the Internet to deliver promotional marketing
messages to consumers. It includes email marketing, search engine marketing
(SEM), social media marketing, many types of display advertising (including web
banner advertising), and mobile advertising. Like other advertising media, online
advertising frequently involves both a publisher, who integrates advertisements into
its online content, and an advertiser, who provides the advertisements to be
displayed on the publisher's content. Other potential participants include advertising
agencies that help generate and place the ad copy, an ad server which
technologically delivers the ad and tracks statistics, and advertising affiliates who
do independent promotional work for the advertiser.

Online advertising is a marketing strategy that involves the use of the Internet as a
medium to obtain website traffic and target and deliver marketing messages to the
right customers. Online advertising is the use of internet as an advertising medium
where promotional messages appear on a computer screen. Since the
communication software or the browser reveals sufficient information about the
site's visitors, online advertising can be custom-tailored to match user preference.
Many common online advertising practices are controversial and increasingly
subject to regulation.

HISTORY AND BACKGROUND OF MYNTRA:

Established by Mukesh Bansal along with Ashutosh Lawania and Vineet Saxena,
Myntra sold on-demand personalized gift items. It mainly operated on the B2B
(business-to-business) model during its initial years. Between 2007 and 2010, the
site allowed customers to personalize products such as T-shirts, mugs, mouse pads,
and others.

In 2011, Myntra began selling fashion and lifestyle products and moved away from
personalisation. By 2012, Myntra offered products from 350 Indian and
International brands. The website launched the brands Fastrack Watches and Being
Human.

In 2014, Myntra was acquired by Flipkart in a deal valued at ₹2,000 crore (US$250
million). The purchase was influenced by two large common shareholders Tiger
Global and Accel Partners. Myntra functions and operates independently. Myntra
continues to operate as a standalone brand under Flipkart's ownership, focusing
primarily on "fashion-conscious" consumers.

In 2014, Myntra's portfolio included about 1,50,000 products of over 1,000 brands,
with a distribution area of around 9,000 pin codes in India. In 2015, Ananth
Narayanan became the chief executive officer of Myntra.
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.

In September 2017, Myntra negotiated the rights to manage Esprit Holdings's 15

offline stores in India. Myntra reported a net loss of ₹151.20 crore in the financial
year 2017–2018.

In January 2021, Myntra changed its logo, after a police complaint was registered
that the logo resembles a naked woman. The complaint was filed by a woman
named Naaz Patel, who runs an NGO called Avesta Foundation.

VISION, MISSION AND VALUES:

VISION:

Myntra’s vision is to be the most preferred destination for fashion and lifestyle
products in India, offering a delightful and personalized shopping experience to its
customers. The company aims to set new benchmarks in the online fashion retail
industry through continuous innovation and customer-centric approaches.

MISSION:

Myntra's mission is to inspire and enable customers to look good and feel good by
providing a wide range of high-quality fashion and lifestyle products. Use
technology to democratize fashion and lifestyle and help people to look good.
MYNTRA is a meritocratic, non-hiterarchical and fun work place. Our employees
are empowered with a high degree of ownership and accountability
VALUES:

Myntra’s core values reflect its commitment to its customers, employees, and the
broader community. Myntra’s value proposition revolves around giving consumer
the power and ease of purchasing fashion and lifestyle products online. Offering
such as the largest in-season product catalogue, 100% authentic products, cash on
delivery and 30 days 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 questions 24×7.

MYNTRA'S QUALITY POLICY:

Myntra’s Quality Policy is cantered on delivering exceptional value and satisfaction

to its customers through high-quality products and services. This policy outlines the
company's commitment to maintaining standards of excellence in all aspects of its
operations, from product selection to customer service.

Key Elements of Myntra’s Quality Policy:

Product Quality and Authenticity: Ensuring that all products offered on the platform
are genuine, of high quality, and sourced from reputable brands and suppliers.
Conducting thorough quality checks and audits to verify the authenticity and
standards of products before they are listed on the platform.

Customer Satisfaction: Prioritizing customer needs and preferences to deliver a

seamless and enjoyable shopping experience. Implementing robust feedback
mechanisms to understand customer expectations and continuously improve
services and product offerings.

Continuous Improvement: Embracing a culture of continuous improvement by

regularly reviewing and enhancing processes, technologies, and practices. Investing
in research and development to innovate and stay ahead of market trends.

Employee Training and Development: Providing ongoing training and

development programs for employees to ensure they are equipped with the
necessary skills and knowledge to maintain high-quality standards. Fostering a
work environment that encourages teamwork, creativity, and a commitment to
quality.
Supplier and Partner Collaboration: Building strong relationships with suppliers
and partners to ensure a consistent supply of high-quality products. Setting clear
quality expectations and conducting regular assessments to ensure compliance with
Myntra’s standards.

Sustainable Practices: Committing to environmentally sustainable practices in

sourcing, packaging, and operations. Encouraging suppliers and partners to adopt
eco-friendly practices and materials.

Customer Service Excellence: Offering prompt and efficient customer service to

address inquiries, complaints, and issues effectively. Providing multiple channels
for customer support, including chat, email, and phone, to ensure accessibility and
convenience.

Technology and Innovation: Leveraging advanced technologies to enhance the

quality of services and the overall customer experience. Implementing features such
as AI-driven personalization, virtual try-ons, and detailed product descriptions to
assist customers in making informed purchasing decisions.

Compliance and Ethical Standards: Adhering to all relevant legal and regulatory
requirements to ensure compliance and ethical business practices. Promoting
transparency and accountability in all business operations.

Commitment to Quality

Myntra is dedicated to upholding its Quality Policy by integrating these principles

into its daily operations and long-term strategic planning. The company believes
that maintaining high-quality standards is essential for building customer trust,
achieving business success, and sustaining growth in the competitive fashion e-
commerce market.

By adhering to this Quality Policy, Myntra aims to consistently deliver products

and services that meet or exceed customer expectations, thereby reinforcing its
reputation as a leading fashion destination in India.
 PROFILES OF CHAIRMAN, CEO, MD:
Here are profiles of the Chairman, CEO, and MD as of that time:

1. CHAIRMAN: MUKESH BANSAL:

MUKESH BANSAL
NATIONALITY Indian
EDUCSTION Batchelor of technology
ALMA MATER IIT, Kanpur
OCCUPTION Entrepreneur
KNOWN FOR Myntra, Flipkart, Cult.Fit

Mukesh Bansal is an Indian businessman and founder of the Indian fashion e-

commerce company Myntra. He also the co-founder and CEO of cult.fit. Mukesh
has been listed in the Best 40 Under 40 Entrepreneurs by Fortune magazine.

Bansal was born in Haridwar, Uttarakhand. He has done his BTech from IIT
Kanpur. After graduating in 1997, he worked with Deloitte as a systems analyst in
Chicago for two years. He was inspired by the dotcom boom that was progressing
in San Francisco in full swing and moved to the Bay area in 1999. After giving up
a job portal venture, which he started with a friend, Bansal worked at eWanted,
Centrata, NexTag, new Scale which were all early stage companies in Silicon
Valley. His role in these start-ups included that of engineer and product manager
across technology and business enterprises.

CAREER:

Myntra: Bansal's experience at Silicon Valley helped him to launch Myntra in

2007 along with Ashutosh Lawania and Vineet Saxena. Myntra was initially a
personalised gifting start-up and eventually became a major player in the fashion e-
commerce segment. In 2014, Myntra was acquired by Flipkart for $330 million,
which was the largest e-commerce related acquisition in India. Bansal continued as
the chairman of Myntra board and managed the commerce and advertising platform
until 2016.

Flipkart: After Flipkart's acquisition of Myntra, Mukesh joined Flipkart as Head

of Commerce & Advertising Business. In this role Mukesh revamped the e-
commerce company's talent philosophy. Under his leadership, Flipkart went on to
achieve $5 billion in annual revenue.

cult.fit: Mukesh co-founded Cult.fit, a fitness and well-being start-up, with Ankit
Nagori in 2016.

Olympics Gold Quest: Mukesh is also on the board of Olympics Gold Quest, a
non-profit foundation that promotes efforts to support Indian athletes in winning
Olympic Gold medals.

Background: Mukesh Bansal is a serial entrepreneur and a prominent figure in

India's startup ecosystem. He co-founded Myntra in 2007 and played a crucial role
in shaping the company's early growth and transition into the fashion e-commerce
space. Bansal has a background in computer science and engineering, bringing a
strong technical understanding to his leadership role.

Role and Responsibilities: As Chairman of Myntra, Mukesh Bansal provided

strategic guidance and leadership to the executive team. His responsibilities likely
included overseeing key decisions related to business expansion, partnerships, and
long-term vision alignment.
Achievements: Bansal's contributions to Myntra's success include steering the
company through significant milestones, such as its acquisition by Flipkart in 2014.
His entrepreneurial experience and industry insights have been instrumental in
shaping Myntra's position as a leading fashion e-commerce platform in India.

2. CEO: AMAR NAGARAM:

Background: Amar Nagaram is an experienced executive in the e-commerce and

technology sectors. He joined Myntra as CEO in 2019, bringing with him a wealth
of knowledge in product management, e-commerce operations, and business
strategy. Nagaram's previous roles include leadership positions at Flipkart, where
he was instrumental in driving growth and innovation.

Role and Responsibilities: As CEO of Myntra, Amar Nagaram was responsible for
overall business operations, strategy execution, and performance management. He
likely focused on driving growth, enhancing customer experience, and fostering
innovation across the organization.

Achievements: Under Nagaram's leadership, Myntra continued to innovate and

expand its market presence.
 3. MANAGING DIRECTOR (MD): VINEET SAXENA:

Background: Vineet Saxena is one of the co-founders of Myntra, along with

Mukesh Bansal and Ashutosh Lawania. With a background in engineering and
business, Saxena has been involved in shaping Myntra's strategic direction since its
inception. His expertise lies in business development, operations, and technology.

Role and Responsibilities: As Managing Director of Myntra, Vineet Saxena likely

had a broad range of responsibilities, including overseeing day-to-day operations,
driving growth initiatives, and collaborating with key stakeholders internally and
externally.

Achievements: Saxena's contributions to Myntra's growth and success include

playing a pivotal role in the company's early years, navigating market transitions,
and contributing to strategic decisions that have shaped Myntra's position in the
fashion e-commerce industry.
BOARD OF DIRECTORS
The Board of Directors at Myntra comprises several key figures who bring diverse
expertise and leadership to the company. Here are the prominent members of
Myntra's Board of Directors:

1. NANDITA SINHA
Position: CEO [ Chief Executive Officer ]

Background: Nandita Sinha has been serving as the CEO of Myntra since
January 2022. She has extensive experience in e-commerce and previously
held several leadership roles at Flipkart, focusing on customer growth,
media, and brand marketing.

Have been part of the largest E commerce company in India for over a
decade in key leadership roles. Spent the last decade setting up and scaling
new business and building customers flywheels. As an entrepreneur, built
mybabycart.com-a recommendation based e-commerce platform.
Passionate about mentoring and building leader in the customer internet
space.

2. ABHISHEK GUPTA

Position: CFO [ Chief financial Officer ]

Background: Abhishek Gupta is the Chief Financial Officer at Myntra and

in this role, he looks after all aspects of financial at the organisation.

Abhishek is a seasoned professional with over sixteen year of experience in

the e-commerce and FMCG industries. Over the year, he has worked
extensively in core commercial areas such as Risk Management and internal
controls, procure to pay, Record to report, Performance Management and
Global shared services, while various functional units. He joined the
Flipkart Group in 2018, and had served in varied roles including his last role
as Head of Finance-Flipkart Wholesales & Walmart India, where he was
responsible for leading the business Finance Function for supply Chain
Finance, Operations Finance, Category Finance, FPNA Finance,
3. RAGHU KRISHNANANDA

Position: CTO

Background: Raghu is Technology Officer at Myntra in the role, he

provides leadership for the technology function at Myntra playing a key role
in providing technology vision for building world class fashion & lifestyle
shopping platform.

Raghu has 25 years experience in product Development holding senior

management position in leading global companies building platform and
services in web, Mobile and finance domains. He is an innovation and
strategic thinker and brings in specialized experiences in the area of cloud
platform and machine Learning. Raghu is highly experienced in building
and leading large scale high performing terms, hiring and mentoring senior
technical talent as well as performance Management.

Raghu has worked with Samsung, Yahoo and other successful technology
giants.

4. MANOHAR KAMATH

Position: Chief, Myntra Fashion, and Chief Experience Officer (CXO)

Background: Manohar Kamath plays a crucial role in shaping the fashion

strategy and enhancing customer experience at Myntra. His expertise helps
in curating the fashion portfolio and driving customer-centric initiatives.

5. MITHUN SUNDAR

Position: CRO & CMO

Background: As the Chief Revenue Officer and Chief Marketing Officer,

Mithun Sundar is responsible for driving revenue growth and overseeing the
marketing strategies to strengthen Myntra’s brand presence and market
share.

These board members collectively bring a wealth of knowledge and strategic

oversight to Myntra, ensuring the company continues to innovate and lead in the
fashion e-commerce sector in India.
CSR INITIATIVE

Myntra, being a prominent player in the e-commerce industry, has indeed

undertaken several CSR (Corporate Social Responsibility) initiatives. Here are
some of the CSR initiatives that Myntra has been involved in:

1. Sustainability Programs: Myntra has focused on sustainability through

various programs. This includes promoting eco-friendly packaging,
encouraging sustainable fashion practices, and supporting brands that
prioritize ethical sourcing and production.

2. Skill Development: Myntra has collaborated with various NGOs and

organizations to provide skill development and training programs for
underprivileged youth and women. These programs aim to empower
individuals by enhancing their employability skills, especially in the fashion
and retail sectors.

3. Women Empowerment: Myntra has taken steps to empower women

through initiatives such as promoting women-led businesses, supporting
women artisans and entrepreneurs, and providing opportunities for women
in the workforce.

4. Community Welfare: Myntra has also been involved in community

welfare activities such as supporting education initiatives, healthcare
programs, and disaster relief efforts. This includes partnering with NGOs
and other stakeholders to address social issues and contribute to community
development.

5. Digital Inclusion: Myntra has worked on initiatives to promote digital

literacy and inclusion, especially in rural and underserved areas. This
includes providing access to technology and digital skills training to bridge
the digital divide.

These CSR initiatives align with Myntra's commitment to making a positive impact
on society and the environment while also contributing to sustainable development
goals.
TECHNICAL & OTHER COLLABORATION

Myntra, being a leading e-commerce platform, has engaged in various technical and
non-technical collaborations to enhance its services, expand its reach, and drive
innovation. Here are some examples of collaborations that Myntra has been
involved in:

1. Brand Collaborations: Myntra has partnered with numerous brands to

offer a wide range of products on its platform. These collaborations include
exclusive launches, co-branded collections, and strategic partnerships with
both established and emerging brands in fashion and lifestyle.

2. Technology Partnerships: Myntra has collaborated with technology

companies and startups to leverage cutting-edge solutions for its platform.
This includes partnerships for AI-driven personalization, data analytics,
supply chain optimization, and enhancing the overall customer experience.

3. Logistics and Delivery Partners: Myntra collaborates with logistics and

delivery partners to ensure efficient and timely delivery of orders to
customers across the country. These partnerships involve optimizing
logistics networks, last-mile delivery solutions, and leveraging technology
for real-time tracking and management.

4. Payment Gateways: Myntra works with various payment gateway

providers to offer a seamless and secure payment experience to its
customers. These partnerships include integrating multiple payment
options, ensuring transaction security, and enabling cashless transactions for
a smoother checkout process.

5. Fashion Designers and Influencers: Myntra collaborates with fashion

designers, influencers, and celebrities for exclusive collections,
endorsements, and promotional campaigns. These collaborations help drive
brand visibility, attract customers, and create buzz around new launches and
trends.

6. CSR Partnerships: Myntra collaborates with NGOs, nonprofits, and social

enterprises for its CSR initiatives. These partnerships involve joint efforts
 to address social and environmental challenges, promote sustainability, and
contribute to community welfare.

ACQUSIATIONS, MERGES AND INVESTMENT :

In October 2007, Myntra received its initial funding from Erasmic Venture Fund
(now known as Accel Partners), Sasha Mirchandani from Mumbai Angels and a
few other investors. In November 2008, Myntra raised almost $5 million from
NEA-Indo US Ventures, IDG Ventures and Accel Partners. 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 a 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.[25][26] In February 2014, Myntra raised an additional $50
million (₹310 crore) in funding from Premji Invest and a few other private
investors.

In April 2015, Myntra acquired Bengaluru-based mobile app development platform

company Native5, with a view to strengthen and expand Myntra's mobile
technology team.

In July 2016, Myntra acquired mobile-based content aggregation platform Cubeit,

to strengthen and expand its technology team.

In July 2016, Myntra acquired their rival Jabong.com to become India's largest
fashion platform. In October 2017, Myntra partnered with the Ministry of Textiles
to promote the handloom industry.

In April 2017, the company acquired In Logg, a city-based technology platform for
the e-commerce sector.

In April 2018, Myntra acquired Bengaluru-based start-up Witworks, a maker of

wearable devices, to strengthen its technology team.
 CHAPTER 02:

(ORGANIZATION PROFILE)

GEOGRAPHICAL FOOTPRINT:

Myntra, an Indian e-commerce platform specializing in fashion and lifestyle

products primarily operates within India. It serves customers across the country,
catering to various cities, towns, and rural areas. However, its physical presence
might vary in terms of distribution centers, warehouses, and offices. As of my lasty
update, Myntra primarily focused on the market, but they may have expanded or
altered their operations since then. For the most accurate and current information,
you might want to check their official website or recent news updates.

Myntra primarily operates in India, serving customers across the country. Its
geographical footprint includes both urban and rural areas, with a significant
presence in major cities and towns. Here's a breakdown of Myntra's geographical
footprint:

1. Urban Centers: Myntra has a strong presence in urban centers such as

metropolitan cities (e.g., Mumbai, Delhi, Bangalore, Chennai, Kolkata), tier
1 cities (e.g., Pune, Hyderabad, Ahmedabad), and emerging urban hubs.
These areas have a high concentration of customers who are tech-savvy and
have access to a wide range of fashion and lifestyle choices.

2. Tier 2 and Tier 3 Cities: Myntra has also expanded its reach to tier 2 and
tier 3 cities across India. These cities and towns represent a growing market
with increasing disposable income and a desire for trendy fashion and
lifestyle products. Myntra's presence in these areas is facilitated by its robust
logistics network and delivery infrastructure.

3. Rural and Semi-Urban Areas: While Myntra's primary focus has been on
urban markets, it has also made efforts to reach rural and semi-urban areas.
This includes initiatives such as promoting digital literacy, offering
vernacular language support, and tailoring product offerings to suit the
preferences and needs of customers in these regions.
 4. Online Presence: Myntra's geographical footprint extends nationwide
through its online platform. Customers from any part of India can access
Myntra's website or mobile app to browse and purchase products, avail of
discounts and offers, and track their orders.

5. Physical Presence: In addition to its online presence, Myntra has also

experimented with offline initiatives such as pop-up stores, brand
collaborations for offline retail, and participation in fashion events and
exhibitions. These efforts complement its online business and help reach
customers who prefer offline shopping experiences.

FUNCTIONAL AREAS / DEPARTMENTS:

Myntra, being a comprehensive e-commerce platform specializing in fashion and

lifestyle products, operates across various functional areas and departments to
ensure smooth operations, customer satisfaction, and business growth. Here are
some of the key functional areas and departments within Myntra:

1. Product Management: This department is responsible for curating and

managing the product catalog on Myntra's platform. It involves working
closely with brands, designers, and vendors to ensure a diverse and trendy
product range for customers.

2. Technology and Engineering: The technology and engineering teams at

Myntra focus on developing and maintaining the platform's infrastructure,
software systems, and technology solutions. This includes areas such as
website development, mobile app development, data analytics, AI-driven
personalization, and security.

3. Supply Chain and Logistics: This department manages the end-to-end

supply chain operations, including inventory management, warehousing,
order fulfillment, and logistics partnerships. They ensure timely delivery of
orders to customers across India.

4. Marketing and Sales: The marketing and sales teams handle customer
acquisition, retention, and engagement strategies. This includes digital
 marketing campaigns, promotions, discounts, loyalty programs, and
partnerships with influencers and celebrities.

5. Customer Experience: This department focuses on delivering a seamless

and delightful customer experience across all touchpoints. They handle
customer inquiries, complaints, feedback, and strive to enhance customer
satisfaction through personalized services and efficient support.

6. Finance and Accounting: The finance and accounting teams manage

financial planning, budgeting, accounting operations, taxation, and
compliance. They also analyze financial performance metrics and provide
insights for business decision-making.

7. Human Resources: The HR department is responsible for talent

acquisition, employee engagement, training and development, performance
management, and ensuring a positive work culture within Myntra.

8. Business Development and Partnerships: This department focuses on

forging strategic partnerships with brands, designers, vendors, and other
stakeholders to expand Myntra's product offerings, reach new markets, and
drive revenue growth.

9. Legal and Compliance: The legal and compliance teams ensure that
Myntra adheres to regulatory requirements, intellectual property rights,
contract management, and legal risk mitigation strategies.

10. Corporate Social Responsibility (CSR): The CSR department oversees

Myntra's CSR initiatives, partnerships with NGOs, sustainability programs,
and community welfare projects.

These functional areas and departments work collaboratively to drive Myntra's

business objectives, enhance customer satisfaction, and maintain its position as a
leading e-commerce platform in the fashion and lifestyle industry.
CERTIFICATIONS:
Myntra, being a prominent e-commerce platform, has obtained several
certifications and accreditations that demonstrate its commitment to quality,
security, and sustainability. Some of the certifications and recognitions that Myntra
may have include:

1. ISO Certifications: Myntra may have certifications such as ISO 9001

(Quality Management System), ISO 27001 (Information Security
Management System), and ISO 14001 (Environmental Management
System). These certifications signify adherence to international standards in
quality, security, and environmental management.

2. PCI DSS Compliance: Payment Card Industry Data Security Standard

(PCI DSS) compliance is crucial for e-commerce platforms like Myntra that
handle payment transactions. Being PCI DSS compliant ensures the security
of customer payment information.

3. Certifications for Sustainable Practices: Myntra may have certifications

or recognitions related to sustainable practices in the fashion industry. This
could include certifications for eco-friendly packaging, sustainable
sourcing, or ethical manufacturing practices.

4. Cybersecurity Certifications: Given the importance of cybersecurity in e-

commerce, Myntra may have certifications or partnerships with
cybersecurity organizations to demonstrate its commitment to protecting
customer data and maintaining a secure online platform.

5. Supply Chain Certifications: Myntra may work with suppliers and

partners who have certifications related to supply chain management,
ethical sourcing, fair trade practices, and labor standards compliance.

6. Digital Marketing and Analytics Certifications: Myntra's marketing and

analytics teams may have certifications from platforms like Google (e.g.,
Google Analytics certification) or other relevant organizations to enhance
their digital marketing strategies and data analysis capabilities.
 7. Legal and Compliance Certifications: Myntra's legal and compliance
teams may hold certifications or memberships in legal and regulatory bodies
relevant to e-commerce, consumer protection, intellectual property rights,
and data privacy laws.

INITIATIVES:

Myntra has shown a proactive stance towards gender diversity, social inclusion, and
environment conservation through various initiatives and commitments.

Gender Diversity:

Myntra has prioritized gender diversity in its workforce by implementing

policies and practices that promote equal opportunities and a conducive
work environment for all genders.

The company has focused on increasing the representation of women in

leadership roles and has initiatives such as mentorship programs and
leadership development workshops to support career growth for women
employees.

Myntra's efforts towards gender diversity also extend to its partnerships and
collaborations, where the company works with brands and organizations
that promote gender equality and empowerment.

Social Inclusion:

Myntra has been actively involved in initiatives aimed at social inclusion,

especially in terms of skill development and employment opportunities for
underprivileged communities.

The company has partnered with NGOs and social enterprises to create
training programs, job opportunities, and support for marginalized groups,
including women, youth, and individuals from economically disadvantaged
backgrounds.

Myntra's commitment to social inclusion is reflected in its product offerings

as well, with collaborations and collections that promote inclusivity,
diversity, and representation.
Environment Conservation:

Myntra has taken significant steps towards environmental conservation by

adopting sustainable practices across its operations.

The company has focused on reducing its carbon footprint through

initiatives such as eco-friendly packaging, sustainable sourcing of materials,
and optimizing logistics for minimal environmental impact.

Myntra has also supported brands and designers who prioritize sustainable
fashion practices, including ethical production methods, recycling, and
upcycling initiatives.

These initial steps demonstrate Myntra's commitment to creating a diverse,

inclusive, and environmentally conscious ecosystem, aligning with broader goals
of social responsibility and sustainable development.

HIGHLIGHTS OF COMPANY WEBSITE:

Myntra is one of the largest fashion e-commerce stores in India that deals
with a wide range of fashion and lifestyle products for men, women, and kids. It
sell high-quality cloths, brands and personal care products, home and living
accessories, and more.
 CHAPTER 03:

PRODUCT LINE, BRAND

Major Customer

Myntra doesn't have a single "major customer" in the traditional sense, like a
corporate client or partner. Instead, Myntra's customer base consists of millions of
individual consumers who shop on its platform for fashion and lifestyle products.
These customers come from diverse demographics, including:

1. Individual Shoppers: These are everyday consumers who visit Myntra's

website or use the mobile app to browse and purchase clothing, footwear,
accessories, and other lifestyle products.

2. Fashion Enthusiasts: Myntra attracts a significant number of fashion

enthusiasts who are interested in the latest trends, designer collections, and
exclusive collaborations offered on the platform.

3. Tech-Savvy Users: Myntra's digital platform appeals to tech-savvy users

who prefer online shopping, personalized recommendations, and a seamless
user experience.

4. Youth and Millennials: The platform is popular among youth and

millennials who are active in social media and value convenience, variety,
and affordability in their shopping choices.

5. Urban and Semi-Urban Consumers: Myntra caters to customers from

urban centers, tier 2 and tier 3 cities, as well as semi-urban areas, reflecting
its broad geographical reach across India.

6. Brand-Conscious Customers: Myntra partners with a wide range of

brands, from high-end labels to affordable fashion, attracting brand-
conscious customers seeking quality products and brand exclusives.

7. Value Shoppers: Myntra offers discounts, promotions, and loyalty

programs that appeal to value-conscious shoppers looking for deals and
savings on their purchases.
ADVERTISING:

Myntra employs various advertising strategies and channels to promote its brand,
products, and services. Here are some key aspects of Myntra's advertising efforts:

1. Digital Marketing: Myntra leverages digital marketing extensively,

utilizing channels such as social media advertising, search engine marketing
(SEM), display ads, and email marketing. This allows the company to target
specific audience segments based on demographics, interests, and online
behavior.

2. Social Media: Myntra maintains active presence on major social media

platforms like Facebook, Instagram, Twitter, and YouTube. It creates
engaging content, runs targeted ads, collaborates with influencers and
celebrities, and encourages user-generated content to increase brand
visibility and engagement.

3. Mobile App Promotion: Myntra promotes its mobile app through app store
optimization (ASO), mobile advertising, and in-app promotions. The app
provides a personalized shopping experience, exclusive offers, and
notifications to encourage user retention and repeat purchases.
 4. Content Marketing: Myntra invests in content marketing strategies such
as blogging, video content, style guides, fashion trends, and customer
testimonials. This content not only educates and inspires customers but also
enhances Myntra's brand authority and credibility in the fashion industry.

5. Partnerships and Collaborations: Myntra collaborates with fashion

designers, brands, celebrities, and influencers for exclusive collections,
endorsements, and promotional campaigns. These partnerships help amplify
Myntra's reach, attract new customers, and create buzz around new launches
and trends.

6. Events and Promotions: Myntra participates in major events, sales

promotions, and festive campaigns to capitalize on seasonal shopping trends
and increase sales. This includes events like End of Reason Sale (EORS),
fashion weeks, brand festivals, and special discount offers.

7. Offline Marketing: While Myntra primarily operates as an online platform,

it also engages in offline marketing initiatives such as billboards, print ads,
television commercials, and sponsorships of events and TV shows. These
offline channels complement its online advertising efforts and reach a wider
audience.

PUNCH LINE / SLOGAN

Myntra's punchline or slogan is "LIVE IN FASHION, LOVE YOUR STYLE."

This slogan captures the essence of Myntra's brand philosophy, which is about
empowering individuals to express themselves through fashion and lifestyle
choices while promoting a sense of confidence and self-expression.
LOGO

Myntra's logo features the brand name "Myntra" in a stylized font. The letters "MY"
are in uppercase, while "ntra" is in lowercase. The design is sleek and modern, often
displayed in black or white against a contrasting background to ensure visibility and
brand recognition. The simplicity of the logo reflects Myntra's focus on fashion and
lifestyle, emphasizing elegance and trendiness.

Advertising Agency

Myntra has worked with several advertising agencies to create and execute its
marketing campaigns. Some of the notable advertising agencies that Myntra has
collaborated with include:

1. Ogilvy: Ogilvy is a global advertising and marketing agency known for its
creativity and strategic approach. Myntra has partnered with Ogilvy for
various campaigns aimed at enhancing brand visibility, promoting new
collections, and engaging with customers across different channels.

2. Lowe Lintas: Lowe Lintas is a leading advertising agency in India with

expertise in brand communication and creative storytelling. Myntra has
collaborated with Lowe Lintas for innovative ad campaigns that resonate
with its target audience and convey brand messages effectively.

3. Wieden+Kennedy: Wieden+Kennedy is an international advertising

agency known for its work with major brands worldwide. Myntra has
engaged with Wieden+Kennedy for strategic campaigns that focus on
storytelling, brand positioning, and creating memorable advertising
experiences.
 4. Dentsu Webchutney: Dentsu Webchutney is a digital marketing and
advertising agency that specializes in digital storytelling, social media
campaigns, and innovative digital strategies. Myntra has partnered with
Dentsu Webchutney for digital advertising, social media engagement, and
online brand promotions.

5. BBH India (Bartle Bogle Hegarty): BBH India is an advertising agency

known for its creativity and strategic thinking. Myntra has collaborated with
BBH India for campaigns that blend creativity with data-driven insights to
create impactful advertising across various media platforms.

These agencies, among others, have contributed to Myntra's advertising success by

developing compelling campaigns, creative assets, and strategic marketing
initiatives that resonate with consumers and reinforce Myntra's brand positioning
in the fashion and lifestyle industry.

COMPETITORS

Myntra faces competition from several players in the e-commerce and fashion retail
sectors. Some of its major competitors in India include:

1. AMAZON FASHION:

TRADE NAME Amazon

FORMERLY Cadabra, Inc. (1994-1995)
COMPANY TYPE Public
TRADED AS Nasdaq-100 component, S&P 100
component
INDUSTRY Conglomerate
FOUNDED July 5, 1994, 29 years ago
 FOUNDER Jeff Bezos
HEADQUATERS Seattle, Washington and Arlington,
Virgina
AREA SERVED Worldwide
KEY PEOPLE Jeff Bezos (executive chairman)
PRODUCTS Echo, Fire Tablet
SERVICES Amazon.com, Amazon Alexa,
Amazon Clinc
REVENUE US$574.8 Billion (2023)
NO OF EMPLOYEES 1,525,000 (2023)
OWNER Jeff Bezos
WEBSITES amazon.com

Amazon's fashion segment competes with Myntra by offering a wide range of

clothing, footwear, and accessories from various brands and sellers. Amazon
Fashion leverages its strong logistics network and customer base to compete in
the fashion e-commerce space.

Amazon was founded on July 5, 1994, by Jeff Bezos in Bellevue, Washington.

The company originally started as on online marketplace for books but
gradually expanded its offerings to include a wide range of product categories.
This diversification led to it being referred to as “The Everything store”.

The company has multiple subsidiaries, including Amazon Web Services,

providing cloud computing, Zoox, a self-driving car division, Kuiper Systems,
a satellite Internet provider, and Amazon Lab126, a computer hardware R&D
provider. Other subsidiaries include Ring, Twitch, IMDb, and Whole Foods
Market. Its acquisition of Whole Foods in August 2017 for US$13.4 billion
substantially increased its market share and presence as a physical retailer.

Amazon has a reputation as a disruptor of industries through technological

innovation and aggressive reinvestment of profits into capital expenditures. As
of 2023, it is the world's largest online retailer and marketplace, smart speaker
provider, cloud computing service through AWS, live-streaming service
through Twitch, and Internet company as measured by revenue and market
share.In 2021, it surpassed Walmart as the world's largest retailer outside of
China, driven in large part by its paid subscription plan, Amazon Prime, which
has close to 200 million subscribers worldwide. It is the second-largest private
employer in the United States.

2. FLIPKART FASHION:

Flipkart, which is owned by the same parent company as Myntra (Walmart),

also competes in the fashion segment through its Flipkart Fashion platform.
Flipkart Fashion offers a diverse selection of fashion products, including private
labels and exclusive partnerships.

Flipkart was founded in October 2007 in Bangalore by Sachin Bansal and Binny
Bansal, alumni of the IIT, Delhi and former Amazon employees. The company
was started from a two-bedroom apartment in Kormangala, Bengaluru. The
initial investment was provided by their families, which was INR 2 Lakh from
each family. The website was kicked off in October 2007 and the company was
only limited to selling books at that time country-wide shipping. Flipkart slowly
grew in prominence and was receiving 100 orders per day by 2008.

Flipkart acquired We Read in 2010 from Lulu.com that helped it build its
foundational strength which was the digital retail of books. This space was
otherwise only shared by very limited number of players at that time in the
market, such as Landmark and Infibeam. Flipkart used aggressive discounts and
focused on customer service to move towards a leadership position in the
 market. We Read consisted of a large network of readers (~3 Million) with
around 60 million books. The platform also noted information that was user
generated – such as people marking a book as favorite or leaving a review or
rating. , because of its utility to community and independent nature
maintained its brand identity even after acquisition.

3. AJIO:

Ajio is an e-commerce platform owned by Reliance Retail and competes directly

with Myntra in the fashion and lifestyle space. Ajio focuses on trendy collections,
discounts, and a seamless shopping experience for customers.

Reliance Retail is an Indian retail company and a subsidiary of Reliance Industries.

Founded in 2006, it is the largest retailer in India in terms of revenue. Its retail
outlets offer foods, groceries, apparel, footwear, toys, home improvement
products, electronic goods, and farm implements and inputs. As of 2023, it has
over 245,000 employees at 18,000 store locations in 7,000 towns. Apart from
physical stores, the company also sells products on its e-commerce channels.As of
August 2023, the company is valued at $100 billion.

Reliance Retail had a turnover of ₹337 billion in the financial year 2016–17.
Reliance Retail announced revenues of ₹450 billion for the nine months ended
December 2017 for financial year 2017–18, showing over a 90% jump from the
corresponding previous period. The company also reported a profit of ₹7 billion
for the period.
 4. KOOVS:

Koovs is an online fashion retailer that targets a younger audience with trendy and
affordable fashion offerings. It competes with Myntra in terms of fashion-forward
collections and competitive pricing.

We are KOOVS - young and fresh and ever so happening! We are here to be a
part of each of your communities! We have been around for about 10 years but
at that time we weren’t this cool, now we are learning from the best I think we
all can agree it’s a much needed make over for us! We have changed the way
we look, the way we dress and definitely changed friend gangs.

Age is just a number. To us, youth means fresh energy, creative novelty, untapped
potential in every individual. Feel like you fit in? Hop on to join this ever-young
crew. koovs has launched this digital portal to reimagine fashion with a powerful
purpose for the new generation. We're always on the lookout for potential value
addition to our team. In short, we look for people who are ready to be a part of an
evolution.
 5. LIMEROAD:

Limeroad is another player in the Indian e-commerce fashion market, known for its
curated collections, social shopping features, and personalized recommendations.
It competes with Myntra in offering unique fashion choices to customers. Limeroad
is an Indian online marketplace, owned by V MART RETAIL LIMITED The company
is based in Gurugram, Haryana. It is India's first women's social shopping website.
It deals in clothing and accessories for women, men and kids. The portal allows its
users to create their own look on a virtual scrapbook by using its products and also
allows users to earn from the scrapbook they create.

Limeroad was founded in 2012 by Suchi Mukherjee, Manish Saksena and Ankush
Mehra as a fashion marketplace for women. The company's name is inspired from
Grand Trunk Road.The company raised US$5 million Series A round of funding
from Matrix Partners and Lightspeed Venture Partners in 2012 followed by Series
B round US$15 million in 2014 and Series C round US$30 million from Tiger
Global, Lightspeed Venture Partners and Matrix Partners in 2015.In 2016,
Limeroad came into partnership with the Madhya Pradesh Government's M.P.
Laghu Udyog Nigam (MPLUN) to promote handloom and handicraft products
online in India.
 6. JABONG: Although Jabong was once a major competitor, it was acquired
by Flipkart-owned Myntra in 2016. Since then, Jabong's operations have
been merged into Myntra, and the brand no longer operates as a separate
entity.

These competitors challenge Myntra in various aspects such as product range,

pricing, customer experience, marketing strategies, and technological innovations.
Myntra's ability to differentiate itself through exclusive partnerships, private labels,
personalized recommendations, and strong brand presence has been key to
maintaining its competitive edge in the market.

GLOBAL / LOCAL PLAYER

Myntra is primarily a local player, focusing on the Indian market. However,

Myntra's parent company, Flipkart, which is owned by Walmart, has a global
presence and is one of the largest e-commerce companies in the world. This global
reach indirectly impacts Myntra's operations and strategies in several ways:

1. Access to Global Resources: As part of the Flipkart group, Myntra has

access to global resources, technology, and expertise. This allows Myntra to
leverage advanced e-commerce solutions, logistics networks, and best
practices from a global perspective.

2. International Brands and Partnerships: Through Flipkart's international

connections and partnerships, Myntra can collaborate with global brands,
designers, and sellers to offer international products and collections to
Indian consumers. This enhances Myntra's product range and appeal.

3. Technology and Innovation: Myntra benefits from Flipkart's investments

in technology and innovation. This includes advancements in AI-driven
personalization, data analytics, supply chain optimization, and customer
experience enhancements that can be shared across the Flipkart group.

4. Strategic Insights: Being part of a global e-commerce conglomerate

provides Myntra with strategic insights into market trends, consumer
behavior, and industry developments at a global scale. This helps Myntra
 make informed decisions and stay competitive in the rapidly evolving e-
commerce landscape.

While Myntra operates primarily in India and focuses on local market dynamics, its
association with Flipkart and Walmart gives it a broader perspective and access to
resources that can drive growth and innovation in the Indian fashion and lifestyle
e-commerce sector.

TECHNOLOGICAL DEVELOPMENT

Myntra has been at the forefront of technological development in the e-commerce

and fashion retail sectors. Here are some key areas where Myntra has focused on
technological advancements:

1. Artificial Intelligence (AI) and Machine Learning (ML): Myntra has

heavily invested in AI and ML technologies to enhance its platform's
capabilities. This includes AI-driven personalization to recommend
products based on customer preferences, style preferences, browsing
history, and purchase patterns. ML algorithms also help optimize pricing,
inventory management, and supply chain operations.

2. Virtual Try-On and Augmented Reality (AR): Myntra has introduced

virtual try-on features and AR technology to improve the online shopping
experience. Customers can virtually try on clothing and accessories,
visualize how they would look, and make more informed purchase
decisions. This technology enhances engagement and reduces returns.

3. Data Analytics and Insights: Myntra utilizes advanced data analytics tools
and techniques to analyze customer data, market trends, and product
performance. This data-driven approach helps in decision-making,
marketing strategies, inventory planning, and identifying opportunities for
growth.

4. Mobile App Optimization: With a significant portion of its traffic coming

from mobile devices, Myntra has focused on optimizing its mobile app for
a seamless user experience. This includes responsive design, fast loading
 times, intuitive navigation, and features like push notifications, in-app
offers, and personalized recommendations.

5. Supply Chain Optimization: Myntra leverages technology to optimize its

supply chain operations, including inventory management, order
fulfillment, warehousing, and logistics. This involves using data analytics,
automation, and AI algorithms to improve efficiency, reduce costs, and
ensure timely delivery to customers.

6. Customer Engagement and Support: Myntra uses technology for

customer engagement and support through various channels such as
chatbots, social media integration, and personalized communications. This
enhances customer satisfaction, resolves queries quickly, and fosters long-
term relationships.

7. Sustainability Initiatives: Myntra has also incorporated technology into its

sustainability initiatives, such as implementing eco-friendly packaging
solutions, promoting sustainable fashion brands, and using data analytics to
measure and reduce its environmental footprint.

Overall, Myntra's technological development efforts are geared towards enhancing

the customer experience, optimizing operations, driving innovation in the fashion
retail sector, and staying ahead in a competitive e-commerce landscape.
 CHAPTER 04

SWOT ANALYSIS & MC. KINSEY MODEL:

SWOT ANALYSIS:

SWOT analysis is a strategic planning tool used to identify and evaluate the
Strengths, Weaknesses, Opportunities, and Threats facing a business or
organization. Here's how it applies to Myntra:

1. STRENGTHS:

Myntra is one of India’s most recognized online fashion retail brands. This
recognition gives it a competitive advantage and ensures a solid customer base.
Myntra offers a wide range of fashion products, including clothing, accessories,
footwear, and beauty products. Their vast collection caters to a diverse audience,
from budget buyers to luxury seekers. Myntra has several exclusive partnerships
and collaborations with international and domestic brands and designers. They have
also launched exclusive collections with celebrities, which adds to the brand’s
uniqueness and appeal. Myntra’s platform is known for its user-friendly interface,
visual search capabilities, personalized recommendations, and augmented reality-
based features like virtual trial rooms. With strategically located warehouses and a
solid logistics network, Myntra ensures timely delivery and efficient order
processing, enhancing customer satisfaction. Their loyalty program, Myntra
Insider, helps in customer retention by offering benefits such as points, early access
to sales, and exclusive offers. Events like the “End of Reason Sale” (EORS) have
become highly anticipated among online shoppers. These events drive significant
traffic and sales and enhance the brand’s visibility and customer engagement.
Myntra has invested in ensuring a satisfactory post-purchase experience for its
customers, including easy returns, comprehensive customer support, and quality
assurance. Myntra has developed and nurtured its in-house brands, catering to
different customer segments and price points. This helps in improving profit
margins and providing exclusive offerings to customers. Myntra uses data analytics
to understand customer preferences, buying patterns, and trends. This aids in
inventory management, personalized marketing, and trend forecasting. Myntra’s
acquisition of platforms like Jabong helped reduce competition and consolidate its
market position. Being a part of the Flipkart group provides Myntra with financial
stability, access to a broader customer base, and synergies in operations and
marketing.

2. WEAKNESSES:

Myntra, like many e-commerce platforms, often relies on discounts and sales to
drive traffic and sales volume. This approach can impact profit margins and lead to
customer expectations for constant discounts. E-commerce operations can face
logistical challenges, including delivery delays, mishandling of goods, or stock
unavailability. These operational hiccups can sometimes affect customer
satisfaction. Fashion e-commerce platforms generally tend to experience higher
return rates than other sectors. This can be due to sizing issues, differences in actual
product appearance versus online images, or customer dissatisfaction. The online
fashion retail space in India is highly competitive, with several players like
Amazon, Ajio, and others vying for market share. Maintaining a unique value
proposition becomes challenging in such an environment. As the online shopping
user base grows, there’s a potential risk of market saturation, especially in urban
areas where e-commerce adoption is high. While having in-house brands can be
seen as a strength due to better margins, building and maintaining brand reputation
is also challenging, especially when external brands on the platform might be more
established and recognized. As of 2022, Myntra’s primary focus has been on the
Indian market. While this provides deep market penetration, it also means
vulnerability to economic or regulatory shifts within the country. Even with robust
technology, Myntra, like any other e-commerce platform, can face occasional tech
glitches or crashes, especially during high-traffic sales events. Such incidents can
hamper the user experience and brand reputation. Although Myntra has a well-
established supply chain, disruptions, be it due to external factors like the pandemic
or internal inefficiencies, can pose challenges.

3. OPPORTUNITIES:

As internet penetration grows in smaller cities and towns, there’s a vast untapped
market for Myntra to explore and expand its reach. While Myntra has primarily
focused on the Indian market, there’s potential to tap into neighbouring countries
or other markets where the online fashion segment is still emerging. Myntra can
further expand its product categories, venturing into areas like luxury fashion,
sustainable fashion, or specialized segments like activewear, ethnic wear, etc. With
advancements in AR (Augmented Reality), VR (Virtual Reality), and AI (Artificial
Intelligence), Myntra can introduce more immersive shopping experiences,
personalized shopping assistants, and virtual trial rooms. With growing awareness
about sustainability and environmental concerns, there’s an opportunity for Myntra
to promote sustainable brands, introduce eco-friendly packaging, and implement
sustainable business practices. By partnering with more celebrities, influencers, and
designers, Myntra can submit exclusive collections and further elevate its brand
appeal. There’s an opportunity to develop further and expand in-house brands,
targeting specific market segments and improving profit margins. Exploring offline
presence through experience centres, pop-up stores, or outlets can offer a hybrid
shopping experience to customers, combining the benefits of both online and offline
shopping. Improving and expanding the ‘Myntra Insider’ program can lead to better
customer retention, increased repeat purchases, and a stronger brand community.
Investing in technology to optimize supply chains can result in quicker deliveries,
better inventory management, and reduced operational costs. Using data analytics
and AI, Myntra can further personalize the shopping experience, offering tailored
product recommendations, curated fashion advice, and customized promotions.

4. THREATS:

The online fashion retail market in India is highly competitive. Players like
Amazon, Ajio, and others vie for the same customer base, and new entrants can
increase competition further. Changes in regulations about e-commerce in India,
like rules around foreign direct investment (FDI) or regulations on deep
discounting, can affect Myntra’s operations and profitability. The e-commerce
landscape continually evolves, and staying behind in technological advancements
can affect user experience and overall competitiveness. Economic downturns,
reduced consumer spending, or economic disruptions can impact sales and revenue.
A prolonged dependence on heavy discounting to drive sales can erode brand value
and profitability. Events like the COVID-19 pandemic highlighted the
vulnerabilities in global supply chains. Any such disruptions can affect inventory,
delivery timelines, and overall operations. The fashion industry is notably fickle,
with trends changing rapidly. An inability to keep up with these changes can result
in lost sales and reduced market share. As an e-commerce platform, Myntra handles
vast amounts of user data. Cybersecurity breaches can lead to data theft, affecting
user trust and brand reputation. Any negative publicity, be it due to product quality
issues, customer service complaints, or other controversies, can adversely impact
the brand’s image. As the market becomes more saturated and competitive, the cost
of acquiring new customers may increase, affecting profitability. If Myntra relies
heavily on third-party logistics providers, any inefficiencies or disruptions on their
end can affect Myntra’s service quality.
McKinsey 7S Model:

The McKinsey 7S model is a framework that helps analyze and align key
organizational elements to achieve strategic objectives. The seven elements are:

1. Strategy: Myntra's strategy involves offering a wide range of fashion and

lifestyle products through an online platform, focusing on customer
experience and technological innovation.

2. Structure: Myntra's organizational structure includes functional

departments such as product management, technology, marketing, supply
chain, and customer support.

3. Systems: Myntra's systems include technology infrastructure, data analytics

platforms, e-commerce platforms, logistics systems, and customer
relationship management (CRM) systems.

4. Shared Values: Myntra's shared values include customer-centricity,

innovation, sustainability, and creating a seamless shopping experience for
customers.

5. Skills: Myntra's workforce possesses skills in areas such as fashion

merchandising, technology development, data analytics, supply chain
management, marketing, and customer service.

6. Style: Myntra's leadership style may emphasize innovation, collaboration,

data-driven decision-making, and agility to adapt to market trends.

7. Staff: Myntra's staff includes employees across various functions and levels
who contribute to the company's success through their expertise, creativity,
and dedication.

Analysing these elements using the McKinsey 7S model helps Myntra identify
areas of alignment and potential gaps to ensure its strategies are effectively
implemented and achieve desired outcomes.

Mckinsey 7s model was developed in 1980s by Mckinsey consultants Tom Peters,

Robert waterman and Julien Philips with a help from Richard Pascale and Anthony
G. Athos.
Mckinsey 7s model is a tool that analyses firms organisational design by looking at
7key internal elements: Strategy, structure, System, Shared values, Style, Staff and
Skills.

To identify if they are effectively aligned and allow organization to achieve its
objectives.

Myuntra uses undifferentiated targeting strategy, since people of all demography

purchase items online which is available to everyone where the delivery is possible.
 CHAPTER 05:

(ANALYSIS OF FINANCIAL STATEMENTS)

ANALYSIS OF FINANCIAL STATEMENTS

Financial statement analysis refers to the process of determining the financial

strength and Weakness of the company establishing a strategic relationship between
the items of the balance sheet, profit, and loss.

Key Points to be considered for Financial Performance Analysis

1. It considered the present cash position of the company.

2. Maintain working capital.

3. It shows the overall financial position of the company.

4. It presents the company's financial strengths and weaknesses.

5. It helps to calculate ratio analysis.

6. A financial statement that shows the balance of assets and liabilities as on

particular year
BALANCE SHEET:
PROFIT AND LOSS ACCOUNT
5 YEARS PROFITABILITY
MARKET SHARE PRICE OF NSE AND BSE:
ACHIVEMENTS AND AWARDS:

ACHIVEMENTS OF MYNTRA:

Myntra, as a leading online fashion retailer in India, has achieved several milestones
and accomplishments since its inception. Here are some notable achievements:

Market Leadership Myntra has established itself as a market leader in the online
fashion retail segment in India, consistently maintaining a significant market share
despite intense competition.

Strong Brand Recognition Over the years, Myntra has built a strong brand image
and garnered high brand recognition among consumers, becoming synonymous
with online fashion shopping in India.

Strategic Partnerships and Collaborations Myntra has formed strategic

partnerships and collaborations with numerous renowned fashion brands, designers,
and celebrities to offer exclusive collections and enhance its product offerings.
These collaborations have helped Myntra attract a diverse customer base and stay
ahead of competitors.

Innovative Technological Solutions Myntra has invested in innovative

technological solutions to enhance the shopping experience for its customers. This
includes the implementation of AI-driven personalized recommendations, virtual
try-on features, and seamless mobile shopping experiences, positioning Myntra as
a tech-savvy and customer-centric platform.

Expansion of Product Range From its initial focus on clothing and accessories,
Myntra has expanded its product range to include a wide variety of fashion items
such as footwear, beauty products, home decor, and more. This diversification has
enabled Myntra to cater to a broader range of consumer preferences and increase
its market reach.

Launch of Private Labels Myntra has successfully launched several private labels
across various fashion categories, offering customers trendy and affordable options
while also increasing its profit margins. Some of these private labels have gained
significant popularity and contributed to Myntra's overall growth and profitability.
Customer Engagement and Loyalty Programs Myntra has implemented
effective customer engagement initiatives and loyalty programs to foster long-term
relationships with its customers. These programs, such as Myntra Insider and
loyalty points, incentivize repeat purchases and enhance customer retention.

CSR ACTIVITIES:

Myntra, one of India's leading fashion e-commerce platforms, has been involved in
several Corporate Social Responsibility (CSR) activities focusing on various social
and environmental initiatives. Some of these CSR activities include:

Empowering Women: Myntra has initiatives aimed at empowering women,

especially in rural areas, by providing them with skill development training in
stitching, embroidery, and other related fields. This not only enhances their
livelihood opportunities but also contributes to women's economic empowerment.

Sustainability Initiatives: Myntra has been actively working towards

sustainability in fashion. It has introduced eco-friendly fashion lines and promotes
sustainable practices among its consumers. This includes initiatives such as
promoting sustainable fabrics, reducing carbon footprint in logistics, and
encouraging recycling and upcycling of fashion products.

Education and Child Welfare: Myntra supports various initiatives related to

education and child welfare. This may involve providing educational resources to
underprivileged children, supporting schools in rural areas, or partnering with
organizations working towards the welfare of children.

Community Development: Myntra engages in community development activities

by supporting local communities where its operations are located. This could
involve initiatives like infrastructure development, healthcare programs, or
sanitation projects aimed at improving the quality of life in those communities.

Employee Welfare: Myntra also focuses on the welfare of its employees by

providing a conducive work environment, opportunities for skill development, and
employee engagement activities. Ensuring the well-being of its workforce is an
integral part of Myntra's CSR strategy.
AWARDS RECIVED BY THE MYNTRA:

As of my last update in January 2022, specific awards received by Myntra may vary
over time, but here are some notable awards and recognitions the company has
received in the past:

Retailer of the Year: Myntra has been honoured with several awards for its
excellence in the retail industry, including being recognized as the Retailer of the
Year in various categories by prestigious organizations.

Fashion e-Retailer of the Year: Myntra has received awards for its contribution to
the fashion e-commerce sector, acknowledging its innovation, customer service,
and market leadership.

Fashion Innovator: Myntra has been recognized for its innovative approaches to
fashion, technology integration, and customer engagement strategies.

Digital Innovation Award: Awards for digital innovation often recognize Myntra's
use of technology and digital platforms to enhance the shopping experience for
customers.

Social Impact Award: Myntra has received recognition for its efforts in corporate
social responsibility (CSR) and social impact initiatives, acknowledging its
contributions to society beyond business operations.
LEARNING EXPERIENCE:

Top of Form The organization study training created a sensory impression in my

mind putting across what is an organization and how it operates to serve the public
along with the fulfilment of their objectives. This sensory impression guide in
production units’ theoretical concepts. Management concepts Ire difficult to
analyse. But, after plant visits during the training, I felt empowered with confidence
and pragmatically understood different management concepts. I came to know the
importance of different management functions such as planning, organizing,
staffing, directing, and controlling which guide the organization in facing stiff
competition from competitors. I got to know how a centralized structure is doing
through others and with others' work and things. I understood how the workflow
model helps in organizing work by determining authority and responsibility for
staff. able to understand the company is having a sufficient number of employees/
workers with different skills, talents abilities attitudes, etc. and how they are being
utilized in an optimum manner in achieving organizational goals. The organization
study training helped me in knowing the importance of group effort when compared
to individual effort in the organization; also, the importance of human relations Ire
known which help in getting things done through others
CONCLUSION:

Summing up everything, a clear story of Myntra can be sketched - Success from

day one! Yes, this has been possible only because of change adaptability. Myntra
remained an icon on e-commerce platform in India, recognized for the random and
rapid changes. It changed its strategy in marketing and promotions, from time to
time and worked intelligently there. It changed its platform from B2B to

B2C at the right time, when the expansion was knocking at their door. They opened
up the windows to the government for making a partnership, to giant e-commerce
platforms like Flipkart. They actually offered for a merger and even

to hundreds of brands to increase their gallery size. In one word, they proved
themselves as the leader of the ecommerce fashion world in the Indian market.
Myntra is a perfect example for all companies with their clear message. They could
make them realize that well-knitted strategy and flexibility in approach can

easily transform a company to Monopoly E- Business signifies a complete new &

profitable way to do business, providing the all requirements as desired. The
Internet is equivalent to online world where all the resources are not fully exploited
and where customers may gain advantages. Here corporations may upsurge their
profits further and users may find the desired product or service easily without stress
of shopping around. Customers keep coming back only if earlier shopping
experiences have been pleasant and successful. In this intricate business world, the
e-retailing will become tremendous business strategic concept. Most profitable
method of business process in coming decade to the textile and garment industries