This is what Myntra, Jabong are doing to consolidate their position in the ecommerce market

Myntra and Jabong, which are owned by Flipkart, are going to ensure a tighter grip in the e-commerce market and for they are making their back-end operations and supply chain inter-operational, in this regard.

Although the two websites will continue to run independently, Myntra and Jabong will also have inter-operability in technology.

Jabong, which was acquired by Myntra in July for $70 million, will also see the launch of multiple private labels from Myntra.

"We will be launching Myntra brands such as Dressberry, Roadster, HRX, and Mast & Harbour among others. We are also looking to revive some of the exclusive private labels of Jabong such as Sangria and Miss Bennett London. Myntra logistics will also be one of the partners for Jabong which already uses Ekart for shipping,” Gunjan Soni, head of Jabong and chief marketing officer at Myntra, told ET.

At present, Myntra and Jabong command a 45% market share in the vertical and are likely to post a revenue of Rs 6,000 crore for FY 2016-17.

"While the contribution of offline to the revenues will be lesser, it is a platform for experience. We also plan to scale up the offline stores for Mango post July,” Ananya Tripathi, head of strategy and planning at Myntra, told ET.