Myntra to launch a uniform size chart to reduce returns

The online fashion and lifestyle company Myntra, which was acquired by e-commerce giant Flipkart in May 2014 will be launching a uniform size chart by the middle of next month so that merchandise returns can be reduced.

The company feels that this will help reduce the cost of incremental logistics, believing that nearly half of the returns are because of customers failing to select the right size of clothing.

"Every brand, international or national, has its own measurement guideline, which often confuses consumers. This has resulted in nearly 50 per cent of returns on the platform," Ashutosh Lawania, cofounder of Myntra, told ET.

As of now, Myntra has nearly 2,000 brands on its platform, and with this move, it aims to cut the overall return rate by 30%.

"In the West, there is standardisation of sizes and all retailers and manufacturers follow it. In India, every brand has its own understanding of sizes," said Harminder Sahini, managing director of Wazir Advisor. "Hence, this will address a big pain point of consumers shopping online where you don't have an option of trying and then buying the product."

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