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<ul><li>Myntra is looking at acquiring 7 lakh new customers this edition and is expecting a 50% increase in traffic on the platform than last year. </li><li>The fashion platform has added 50 new brands to its catalogue, partnered with 15,000 kirana stores to manage 70% EORS deliveries, and on-boarded 50 influencers to expand its reach. </li><li>Its communication will reach out to 300 million customers on different platforms as the number of creatives designed have been increased by 10X. </li><li>Harish Narayanan, Head – Marketing, Myntra Jabong shares how the platform ramped up its marketing game to grow the customer base, increase brand salience and engagement on the platform. </li></ul>
 <div type="Video" msid="72955907" hostid="261" title="What went behind marketing Myntra's biggest sale ever" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=72955907"></div>



 Myntra’s End of Reason Sale (EORS) started with a bang as it sold 1.77 lakh items, with over 2.2 lakh new customers signing up, in the first 10 minutes of the sale. The fashion platform is looking at acquiring 7 lakh new customers this edition and is expecting a 50% increase in traffic on its platform than last year. The current edition has also brought in gamification, with four games - Brand Hunter, Logo Mania, Crossword and Santa Delivery, that customers played to earn points before the sale went live. The games were played by 6.5 lakh users. Myntra also on-boarded 50 influencers, the highest so far, to expand its marketing reach. Harish Narayanan, Head – Marketing, Myntra Jabong further shared how the platform ramped up its marketing game to grow the user base, increase brand salience and engagement on the platform. “We have increased the number of creatives we made by 10X. We will be reaching 300 million users with our combined marketing plan this time,” says Narayanan. In a first, 50 new brands were launched on Myntra, ahead of the mega sale event, offering shoppers the widest selection till date on the platform. Myntra has also scaled up the selection of its private brands with 1.5 lakh styles across apparel, accessories and footwear. Key categories with expected high demand include winter wear, women’s ethnic and western wear, denims, street wear, sports and beauty. The 11th edition will end on December 25. Myntra has also partnered with over 35 brands to enable deliveries directly from their stores resulting in a wider selection and faster deliveries for customers during EORS. To increase the consumer's convenience, Myntra partnered with 200 tailors to offer alteration services in Bangalore, Delhi, Mumbai and Kolkata and opened 20 experience centres across the country to provide value-added services such as pick up, returns, trial rooms and alterations. The highly successful Kirana model, under MENSA (Myntra Extended Network for Service Augmentation) will cater to 70% of the overall deliveries, through 15,000 stores across the country. In addition to this, there are 9 forward deployment centres around high-demand clusters, to enhance logistical capabilities. Myntra has also expanded the number of pin codes served to 23,000, providing access to customers across all corners of the country.

How Myntra is scaling up its sales during EORS on the back of a strong marketing game

Clothing brand <keyword id="2544885" type="UNKNOWN" weightage="100" keywordseo="Anouk">Anouk</keyword> is currently in news for its Lesbian advertisement showing a lesbian couple preparing to meet the parents of one of them. The ad has been getting rave reviews for portraying a complex issue in a subtle and easy manner. 
 
Those of you who have not seen it, here is the video: 
 
 
 
The idea is good and so is the execution; it portrays homosexual love as any other romantic relationship that two people can be in. However, many stories have come out featuring this as India’s first LGBTQ ad, featuring a gay or a lesbian couple. 
 
But is it really the first one? 
 
Clothing and accessory brand Fastrack had come out with a lesbian ad in 2013 that had “Come out of the closet” as its tagline. 
 
The Fastrack ad begin with a closed pink closet, which when opens has two girls adjusting their clothes and hair, giving each other jittery looks; the scene hints that something has happened inside the closet. They then walk away from each other and the words “Come out of the closet” fill the screen, with Fastrack’s tagline, “Move On.” 
 
You can catch the video here: 
 
 
<a href="https://www.youtube.com/watch?v=yJe9fEx7u58">Source</a> 
 
The ad came out in April 2013, when homosexuality <a>was not declared a crime in </a>India, which is perhaps the reason that it didn’t get the attention that the Anouk ad is getting. 
 
Image snipped from the ad

‘The Visit’ by Anouk is not India’s first LGBTQ ad

The ripples of a revolution seem to be in process. Of course, people won’t be unanimously agreeing with the fact that same sex marriage is okay, but at least the popular culture has started paying a heed to it. And it’s India, popular culture reaches people more easily and aggressively. 
 
An Online video ad showing a lesbian couple preparing to meet the parents is making waves on social media. Country’s first ad based on same sex relationship, shows two women in a live-in relationship flirting and dressing up for the day, chatting about the expectations they face and their love for each other. 
 
Titled 'The Visit', the ad for a fashion portal's ethnic wear collection has got over 2 lakh hits on YouTube over 10 days, says a news report by The Economic Times. 
 
"We tried to avoid the stereotypes associated with gay people. There was no one woman looking more masculine or feminine in the film. We tried to give it a candid feel like it is any other couple being apprehensive about meeting the parents," Avishek Ghosh, co-partner of Hectic Content, the production house that made the film conceptualized by ad agency Ogilvy &amp; Mather, Bangalore told the Economic Times. 
 
"The ad has got 3 million views across social media like Facebook, YouTube etc," Manish Aggarwal, VP (marketing) at Myntra Fashion which is promoting the ad told the financial daily. 
 
The visibility of same-sex couples is what makes this ad timely says LGBT rights activist Ashok Row Kavi. "This is a bold statement. Lesbians around the world have been in the news, they are getting married and fighting for their rights. This is what society sees, same-sex couples living happily, and there is a huge audience that accepts this," says Kavi. 
 
Says ad-man K V Sridhar, "This trend started last year, with Fastrack ads that hinted homosexuality, Tanishq that showed a re-marriage etc. In India, while living in is still a shock, this ad has gone a step ahead. It is commendable." 
 
Yes, people are still evaluating the reach of this ad as it’s online based. In a country with 20% internet penetration, this ad certainly has a limited reach. Yet, the admakers and brands pitching for a change is certainly a welcome change. 
 
Have a look at the ad: 
 
 
 
(Courtesy: YouTube)

India’s first lesbian ad ever! And it has gone viral

<ul><li>House of Pataudi’, an ethnic wear brand, is co-owned by Myntra, <keyword id="333" type="PERSON" weightage="20" keywordseo="Saif-Ali-Khan">Saif Ali Khan</keyword> and Exceed Entertainment.</li><li>The film emphasizes the joy of celebrating festive traditions with loved ones and is set in the auspicious occasion of <keyword id="6357908" type="UNKNOWN" weightage="20" keywordseo="durga-puja">Durga Puja</keyword>. </li></ul>Ahead of the <keyword id="10055257" type="UNKNOWN" weightage="20" keywordseo="big-fashion-festival">Big Fashion Festival</keyword>, Myntra has released a campaign featuring brother-sister duo, Saif and <keyword id="6356056" type="PERSON" weightage="20" keywordseo="soha-ali-khan">Soha Ali Khan</keyword> tugging at the heartstrings as they pay tribute to one of the most awaited festivals, Durga Pujo, an occasion to celebrate over a period of 5 days, with lip-smacking food and memorable moments with family. The brand film, a part of the campaign, aptly re-creates the present scenario, with countless families celebrating the festive season through video calls, thereby striking an emotional chord with the audience, while underscoring the value of the right attire to enhance any festive celebration and make moments special. The campaign is set to run from 3rd October, to 22nd October, with Myntra well poised to leverage its leadership position in the occasion-wear category among shoppers, ahead of the festive season. The protagonists in the ad-film, Saif and Soha, actively exemplify the richness of the House of Pataudi collection with their presence, embellished in grace and elegance. The film emphasizes the joy of celebrating festive traditions with loved ones and is set in the auspicious occasion of Durga Puja. It opens with Saif, who is on a video call with Soha, cooking the quintessential Bengali Bhoger Khichdi. Though satisfied with his meal, he cannot shake off the feeling of missing a key ingredient. The brother-sister duo debate over what it could be, before Saif reveals it by opening the Myntra app on his phone. Soha soon receives and then unwraps a Myntra box to get pleasantly surprised by a gorgeous ‘House of Pataudi’ dress. Realizing it was Saif who sent the gift, Soha is quick to show off her elegance in the ‘House of Pataudi’ Salwar. Saif, himself draped in a luxurious ‘House of Pataudi’ Kurta, was missing the ethnic touch that comes with such occasions during the festive season and the film closes out with the siblings sharing a light-hearted moment. A voiceover at the end encourages all viewers to try something new this Durga Puja <div type="Youtube" id="iaIgocW2nSM" title="Joy. Laughter. Delicious food. And festive style, with Myntra!" thumbUrl="https://i.ytimg.com/vi/iaIgocW2nSM/mqdefault.jpg"></div> Speaking on the occasion, Harish Narayanan, Head of Marketing, Myntra, said, “Our Durga Pujo campaign will establish a deeper connection with the audience while emphasizing the role of Myntra in life’s special moments, specifically during this festive season. While social celebrations and gatherings may be rare, people in the country who have been in the confines of their homes are looking for basking in festive cheer and celebrating the festival in style, looking their best. As always, Saif brings a great degree of charm and depth to the ‘House of Pataudi’ brand, while Soha strongly complements that with her elegance and feminine touch.” Commenting on the brand campaign, Saif Ali Khan, said “I take great pride in elevating and upholding the rich and varied traditions of our great country and the Pataudi and Tagore heritage. Durga Puja and all other cultural aspects of Bengal always sing to my heart as it reminds me of family and tradition. Given any situation, people have to hold their families closer than ever, and I am certain our film will connect with people across India at a deeper level.” Speaking on the brand campaign, Afsar Zaidi- Founder and Enabler, Exceed Entertainment, said “With the Pujo film, Myntra through its House of Pataudi film, kickstarts the festive spirit in a year that has been so challenging. While this year, celebrations have taken a new form, family bond and togetherness have been redefined and that’s what the film continues to offer.” With the goal of reaching and engaging a wider audiences across India, the campaign will be run through a diversified media mix, which includes digital and social media channels, as well as running ads on TV ahead of the festive season. As a part of Myntra’s efforts to drive higher brand relevance with a diversified, market-contextual approach to its campaigns, this campaign will be run focusing on the East markets.

Saif Ali Khan's House of Pataudi and Myntra launch their Durga Pujo campaign

New Delhi, Dec 3 () Flipkart-owned Myntra on Tuesday said it has launched 'alterations' as a new value-added service for its customers, and has partnered with 200 tailors in Delhi, Mumbai, Bengaluru and Kolkata.
"The feature enables shoppers to opt for alteration services at their doorstep for apparel purchased on Myntra. The company has partnered with tailors for providing this service, enabling them to earn an additional income and grow their business," a statement said. 
The feature is being rolled out ahead of Myntra's End of Reason of Sale scheduled for later this month to make online shopping more convenient for customers and to attract a cohort of offline-only customers to try online shopping, it added.
In the initial phase, the service is being launched in Delhi, Mumbai, Bengaluru and Kolkata offering length alterations for jeans and trousers for men. 
In the next phase, the service will extend to size alterations for women including products such as kurtas and kurtis. 
Myntra has so far tied up with 200 tailors, located in zones that have a large number of Myntra customers in these cities. 
Customers will be able to opt for alteration service once the product is delivered. The tailors will pick up the product from the customer's location after taking necessary measurements and deliver them to the customer, within 24 hours to 48 hours. 
The alteration service will be offered free for the customers.
"Launching alteration services on Myntra replicates a key offline phenomenon that further bridges the gap between online and offline shopping experiences for customers. It is aimed at making online shopping more convenient while reducing returns due to size and fit issues," Myntra Jabong Head Amar Nagaram said.
 He added that the service will be extended to 80 per cent of the company's customer base over the next one year. SR MR

Myntra introduces 'alterations as a service', partners 200 tailors in phase I

<ul><li>The Beauty &amp; Personal Care market is thriving and one of the fastest-growing consumer markets, driven in particular by the Cosmetics and Skin Care segments, as per Statista’s latest report.</li><li>Myntra’s upcoming End of Reason Sale to offer 38,000 styles from over 750 brands in its Beauty and Personal Care segment.</li><li>On course to add 500 more brands and offer 50,000 style options by 2022.</li></ul>Myntra is witnessing strong growth in the Beauty and Personal Care segment on its platform. The category has registered over 2.5X YOY growth on Myntra and is expected to continue the growth momentum into 2022. Myntra is also betting big on the category for the upcoming edition of its marquee biannual event, EORS (End of Reason Sale), slated to be held this month. According to Statista, India's beauty and personal care market, estimated at $25.9 billion in 2020, is projected to reach $32.7 billion by 2023, growing at a CAGR of 8.1 percent. Revenue in the Beauty &amp; Personal Care market amounts to US$22,338 million in 2021. The market is expected to grow annually by 6.95% (CAGR 2021-2026). Beauty &amp; Personal Care is currently the fastest-growing category on Myntra, and is strategically showcased through platforms such as Myntra Studio and M-Live that drive engagement and build salience for brands in the category through DIY videos and live tutorials led by a charter of sought-after beauty influencers. For the upcoming edition of EORS, Myntra is gearing up for its largest-ever edition and in the last few months has added over 50 brands including Dermalogica, Anastasia Beverly Hills, W Beauty, Pilgrim, Swiss Beauty, and Syska Appliances, to participate in its flagship event. With never-before offers on brands, exciting propositions for all first-time beauty and personal care shoppers, and other interesting basket offers, shoppers have a lot to look forward to, in the upcoming EORS. Myntra continues to scale its Beauty and Personal care portfolio and currently houses 750+ brands and 38,000 styles, of which 400 brands and 15,000 styles were added this year alone. The emerging go-to BPC destination is aiming at adding another 500 brands in 2022, taking the total number of options to 50,000 styles. Myntra is witnessing a steady 3X increase in basket size. Myntra’s 15-day return policy has also enabled its consumers to have a smooth and hassle-free buying experience. In addition to this, the category is riding firmly on the back of its popular brand campaign led by Bollywood’s style icon, Disha Patani, who is the brand ambassador for this segment on Myntra. On the technology front, features such as AI-powered Skin analyser tool and virtual try-on are enabling consumers to undertake informed buying decisions on the platform. Some of the prominent international and domestic brands that were added on Myntra this year include Benefit Cosmetics, Bath &amp; Body Works, and Kora Organics among others. From a consumer demand perspective, Face Moisturizer, Kajal &amp; Eyeliner, Face Wash &amp; Cleanser and Lipsticks are some of the top selling items. Apart from these, fragrances and appliances, such as trimmers, are also some of the key categories that consumers flank the platform for. The top article types within categories such as make-up, are Lipsticks, Foundation &amp; Primer, Kajal &amp; Eyeliner, Eyeshadow, Highlighter &amp; Blush; Under skincare, the leading products include Face moisturizer, Face Serum, Mask &amp; Peel and Sunscreen; Under haircare, the leading products are, Hair Colour, Hair Oil, Hair Serum, Hair Cream &amp; Mask, while Body Lotion, Body Wash and Body Oil form an integral part of the Bath &amp; Body category. During EORS-15, shoppers can expect Buy 1 Get 1 on select brands and free shipping on orders above Rs 499. Ahead of the event, Myntra has also collaborated with some of India’s favorite celebrities, such as Salman Khan for Frsh, Virat Kohli for One8, and Sara Ali Khan for Maybelline to share special mentions from their social media channels to drive traction for the category.

Exclusive: Myntra to increase its focus on Beauty and Personal category; plans to add 500 brands and 50,000 styles by 2022

<ul><li>Kidswear witnesses 90% growth in a pandemic year, as parents choose to shop online from the comfort of their homes. </li><li>Myntra added 200+ kids brands during the pandemic to meet the latest need states of the consumers. </li><li>Myntra launches ‘Toys’ in the segment to boost the category. </li></ul>Kids’, as a category of apparel and accessories is emerging as a strong and promising segment for Myntra. As a platform that is aiming to holistically cater to the fashion needs of people under one roof, the kids’ category is an integral part of the overall value proposition of the online fashion platform and has registered a 90% growth over the last year. This may be attributed to the growing attractiveness of online shopping, from the perspective of safety, during the pandemic. As the nation’s largest destination for fashion, Myntra currently houses over 1.1 lakh styles from over 450 leading brands, in the kid’s category. Some of the leading brands on the platform in the Kids’ segment are, H&amp;M, UCB and GAP, among others, while leading products include, Dresses, T-shirts, Sweatshirts, Value Packs and Night Suits. The category also performed extremely well during the course of the pandemic, when its share of revenues doubled, registering strong organic growth for home wear and day wear article types, such as value packs, night suits and innerwear, among others. During the current year-end festive season, Myntra witnessed huge demand for party and outer wear, with sequins and embroidered dresses for girls and blazers and suits for boys. Winter Jackets and sweatshirts are also emerging as favourite among kidswear. Interesting facts on Kids wear: <ul><li>The ratio of products for boys and girls being sold on Myntra – 45:55 </li><li>Most searched product/style in the category – Girls (Dresses), Boys (T-shirts), Kids (Jackets)</li><li>Peak seasons – Festive season, summer holiday season, Children’s day</li><li>Upcoming trends in Kidswear – Printed joggers, colour blocked sweatshirts, brand carriers, casual dresses, smart sleepwear with witty quotes and cartoon printed T-shirts </li></ul>The ongoing End of Reason Sale, EORS, on Myntra which will end on 24 December, offers the perfect opportunity for parents to shop for winter wear for their children. On offer are over 150 brands and 11000 winter styles, with some of the top brands offering ‘Specially curated for Myntra’ ranges, bringing a very differentiated and fashionable line-up that is priced sharply. Strengthening the kids category even further, Myntra has launched ‘Toys’ on the platform recently, expanding its offerings in the segment. Coming as it does, ahead of Christmas, the section is live with 850 styles currently and on track to launching 1500 more in the next 3-4 months. Some of the leading brands in the segment include ToysRus, Disney, Barbie and Mattel among other leading toys brands in the country. Speaking on the segment, Ayyappan Rajagopal, Head of Business, Myntra, said, “The kids’ category is one of the major areas of focus for Myntra, especially after a very successful run in the recent months, peaking during the festive period. We have always been stronger in this segment in the metros and up north, and with the launch of a number of south and regional selection and brands our penetration into T2 and T3 cities has also increased significantly. Right now, we are witnessing over 100% growth in kids’ winter wear, with teens and pre-teens in the age group of 8 to 16 years, growing the highest. Overall, we are expecting strong traction in winter wear, T-shirts, dresses, infant apparel and ethnic wear, as a category in the days ahead.” Myntra strengthened its portfolio in the infant space with big launches like Chicco &amp; Mothercare. Along with that, many new launches like Max, Levi's kids, converse, Jordan helped the platform grow its footprint in the branded space.

Exclusive: As Myntra’s kidswear segment grows by 90% in 2020, the platform forays into toys and adds 200 kids brands

New Delhi, Dec 16 () Fashion e-tailer Myntra on Monday said it expects about 15,000 of its kirana store partners to manage 70 per cent of the deliveries during its End of Reason Sale (EORS) slated for later this month.
 The 11th edition of Myntra's EORS is scheduled to be held from December 22-25 with participation from more than 3,000 brands.
 "In order to cater to the growing demand, we have increased our inventory by 100 per cent over the previous December edition and are expecting to serve 18 million users during the four-day sale period," Myntra Jabong Head Amar Nagaram said in a statement.
 The Flipkart-owned company expects to see 5X sales over normal days with over 50 per cent sales coming from tier II and III cities and towns, he added.
 "EORS also provides us an opportunity to collaborate with small businesses within our ecosystem and this time, we have partnered with 15,000 kirana stores for deliveries and 200 tailors for alterations services enabling them to augment their income," he said.
 Myntra is looking at acquiring 7 lakh new customers this edition and is expecting a 50 per cent increase in traffic to the platform over last year.
 The kirana model, under Myntra Extended Network for Service Augmentation, will cater to 70 per cent of the overall deliveries through 15,000 stores across the country, the statement said.
 In addition to this, there are nine forward deployment centres around high demand clusters to enhance logistical capabilities, it added.
 To make shopping more convenient for customers, Myntra has also partnered with 200 tailors to offer alteration services in Bengaluru, Delhi, Mumbai and Kolkata, and has opened 20 experience centres across the country to provide value-added services such as pick up, returns, trial rooms and alterations. SR RVK

15K kirana stores to manage 70 pc of EORS deliveries: Myntra

<ul><li>The fashion carnival is slated to be held between October 16 and 22, and will showcase close to 2 lakh new styles over the last festive season.</li><li><keyword id="319719" type="COMPANY" weightage="20" keywordseo="Myntra">Myntra</keyword> has scaled its MENSA network to 18,000 Kirana partners, to fulfill 70% of the festive deliveries.</li></ul> Myntra will be holding its '<keyword id="10055257" type="UNKNOWN" weightage="20" keywordseo="big-fashion-festival">Big Fashion Festival</keyword>' October 16 and 22 and expects a 2X increase in traffic over the previous festive season. Myntra’s holistic approach to its marketing campaigns, ahead of the event, with Bollywood, Tollywood and other regional celebrities, along with top T20 teams, is expected to reach 150+ million people across the nation. The upcoming edition of the fashion event is also set to witness a massive uptick in demand according to the brand, at 4X over BAU and 2X over the last festive season, with 50% of the contribution coming from Tier 2-3 markets. Myntra is geared to handle the increase in traffic with tech capabilities, scaled to operate at 20,000 orders per minute at peak. Biggest ever Fashion and Lifestyle selection Myntra has scaled its collection by 2 lakh styles, over the last festive season, and has also launched region-specific ethnic collections from various parts of the country underscoring the role of fashion during festivities. In order to cater to the consumer’s festive preferences, Myntra’s selection ranges from the evergreen regional specialties such as bandhani, benarasis, kaantha, kanjeevaram and chikankari, to more experimental trends such as ruffle sarees, shararas and asymmetrical kurtas. <keyword id="2799949" type="COMPANY" weightage="20" keywordseo="Myntra-Fashion-Brands">Myntra Fashion Brands</keyword> (MFB) will have a wide range of collection for men and women from brands, including, House of Pataudi, Anouk, Taavi, HRX, Wrogn during the seven days long festive event. There will also be a large focus on 'above the waist' looks and work from home wear with the nature of social events and celebrations becoming virtual. To cater to this change in fashion consumption patterns, there is a higher emphasis on selection across t-shirts, tops, dresses, kurtas, accessories, jewellery, sports footwear, winter wear, beauty and personal care categories. The apparel category on Myntra is slated to contribute ~70% to festive demand on the platform, with other key categories being, kidswear, footwear, home and personal care and accessories. Investments in safety Myntra is prioritizing safety above all aspects. From warehouses and fulfilment centers, to the customers’ doorsteps, there are numerous protocols on safety, which are strictly being adhered to by employees, delivery personnel, MENSA partners, brand partners, and even customers. These include, following strict social distancing norms, regular temperature checks, frequent sanitization of facilities and delivery bags, ensuring the use of PPE’s at all times, frequent hand sanitization and more. Customers are encouraged to undertake contactless deliveries and use digital modes of payment. Speaking about Myntra’s upcoming Big Fashion Festival, Amar Nagaram, CEO, Myntra said, “Myntra’s Big Fashion Festival will offer a specially curated selection of 9 lakh styles for consumers across the country, awaiting to bond over the joy of festivities. The region-specific collection will enable millions of consumers with diverse fashion choices, to celebrate the festive diversity of the country. The consistent momentum in demand observed over the last few months has given impetus to our brand partners, driving deeper collaborations this festive season. An event of this unprecedented magnitude is also set to provide thrust to Myntra’s ecosystem, especially the artisans, MSMEs, and our Kirana store partners.” Unique offers and early access There will be a ‘Grand Opening Hours’ offer for 2 hours on October 16 starting midnight, with the best value deals from top brands such as Puma, Vero Moda, GAP, Roadster, Nike, Levis and more. Myntra has also launched a ‘Play &amp; Earn’ feature where users will be able to play games and redeem their stars to get the Gold slot which will give them a window of 4 hours to shop before the event begins. All customers will be able to avail 10% instant discount on ICICI Bank debit and credit cards during the event. Over 45 celebrities and 80+ influencers are being engaged with, to harness the reach of Myntra Studio and social media platforms, to drive customer engagement. Top international and domestic brands are also set to offer ‘Deal of the Day’, to Myntra Insiders, through the seven-day period, with the top 3 tiers of the brand’s loyal customers getting Myntra vouchers worth up to Rs 1000. Role of <keyword id="2535292" type="COMPANY" weightage="20" keywordseo="Omni-channel">Omni-channel</keyword> Overall, Myntra has integrated more than 1000 stores from close to 100 brands on its platform so far to ensure that the customers get their orders delivered to their doorstep in the shortest possible time. Giving a major boost to the omni channel strategy ahead of the festive season Myntra has partnered with a dozen new brands across categories, giving customers access to new season collections from their stores across the country. Logistics and supply chain Myntra’s fulfillment centers across the country are using automation to enhance the speed of packaging, quality control process and expedited shipping. The company has added three packing centers and seven mother hubs ahead of the festive season for processing faster deliveries during the event. Myntra has also given a major boost to its supply chain network, including MENSA partners and has increased its capacity of last-mile deliveries by adding ~600 dexters and 6000 new kirana store owners, over the previous festive season to reach 27000 pincodes.

Myntra expects 2X increase in traffic over the previous festive season in its upcoming Big Fashion Festival

<ul><li><keyword id="319719" type="COMPANY" weightage="20" keywordseo="Myntra">Myntra</keyword> adds three more brand ambassadors to its roster. </li><li>Aims to target consumers across the nation. </li></ul>Myntra has signed up <keyword id="6354563" type="PERSON" weightage="20" keywordseo="Hrithik-Roshan">Hrithik Roshan</keyword>, Vijay Deverakonda and <keyword id="6358404" type="PERSON" weightage="20" keywordseo="dulquer-salmaan">Dulquer Salmaan</keyword> as its newest brand ambassadors, alongside the existing celebrity ambassadors, <keyword id="1788525" type="PERSON" weightage="20" keywordseo="Kiara-Advani">Kiara Advani</keyword>, and Samantha Akkineni, to emphasize its hold on the Indian fashion sphere. Myntra will soon unleash its biggest-ever lineup of star-studded brand commercials. These are aimed at targeting consumers across the nation and giving Myntra the opportunity to engage with the fans of these celebrities. Hrithik Roshan’s popularity and global appeal is sure to influence the fashion choices of his huge fan base. His ‘Greek God’ aspirational persona, the opulent style and fashion choices, his acting and dancing prowess as well as the charisma he exudes are looked up to by millenials and gen-Z, alike and will translate into strengthening Myntra’s positioning further, reaching the audience to drive conversations around the overall men’s wear category. With back-to-back blockbusters to his credit and his association with philanthropic initiatives, Vijay Deverakonda’s popularity knows no bounds. The brand’s partnership with this youth sensation, whose carefree style and unconventional dressing choices, have made him extraordinarily popular. With him on board, Myntra will be able to drive the brand’s fashion conversation amongst his constantly growing fan base. Dulquer’s cinematic stronghold, which includes an array of commercially and critically acclaimed movies, along with his mastery in being effortlessly stylish and cool, has earned him quite a following. This association will only make his huge fanbase look out for their favourite actor’s wardrobe on Myntra, even more now. Dulquer’s charming appeal clubbed with his high fashion quotient will strengthen Myntra’s position as the fashion destination of choice. Speaking on the announcement of the new brand ambassadors and the launch of the brand campaign, Harish Narayanan, CMO, Myntra, said, “We are elated to welcome all the superstars to the Myntra family. These top fashion icons, who are also acclaimed fashion connoisseurs, will be a part of Myntra's biggest star-studded campaign ever. The campaign will strongly reinforce Myntra’s position as ‘India’s Fashion Expert’ with differentiated fashion offerings and unparalleled shopping experience pivoted on technology. This campaign will cut across demographics and build a deeper relationship with our customers across the country.” Last year, Myntra partnered with Kiara Advani as Myntra’s nationwide face and Samantha Akkineni as the face of the Southern market. Kiara is a perfect mix of bold, authentic and experimental - both in the the roles she plays and the way she dresses up. These attributes resonate with Myntra’s brand values, which not only made her the ideal brand ambassador before but is also a reason for continuing with this collaboration. She will continue to play a pivotal role in strengthening Myntra’s women wear segment and building a strong foothold with her fans across the country. Samantha’s OTT debut this year was sensational, earning her an even wider and deeper fan following. Her partnership with Myntra, as the ambassador for South, has not just strengthened over time but has also been able to build a very strong connection with her fans. She has a huge social media following, giving fashion inspiration to many. Myntra has evolved over the years to being the fashion expert for millions across the country, with the largest catalogue of domestic and international brands, along with unique value added services, customized to cater to specific needs of the fashion-conscious consumers. An aspirational brand among young shoppers looking at having a personal style guide that represents their individuality while being stylish, Myntra is a one-stop destination for all their fashion and lifestyle needs.

Myntra signs up Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan as its newest brand ambassadors

<ul><li>What goes around comes around, especially when it comes to fashion and clothing.</li><li>According to PwC and Assocham, landfills are brimming with so much urban waste that by 2050, India is reportedly going to need a landfill that's the size of its capital New Delhi.</li><li>Before World Environment Day, we talk to Myntra about its new e-store, <keyword id="11376339" type="UNKNOWN" weightage="20" keywordseo="myntra-for-earth">Myntra for Earth</keyword>, that is targeting environment-conscious shoppers and aiming to focus more on sustainability as it moves forward.</li><li>Ayyappan Rajagopal, Chief Business Officer, Myntra tells us about the kind of response Myntra for Earth has seen so far, what kind of sustainable choices do consumers have, changing fashion trends in the future and Myntra for Earth’s goals for this quarter.</li></ul>The future of fashion is upcycling, recycling and sustainable clothing. Brands in India have already started taking baby steps towards converting fashion into a sustainable choice for consumers. More and more consumers are becoming aware of their fashion choices and realising that a worn-out piece of cloth they decide to throw, even as simple as a plain t-shirt, never really goes ‘away.’ It all ends up in a landfill. According to an Assocham and PwC report, landfills are brimming with so much urban waste that by 2050, India is reportedly going to need a landfill that's the size of its capital, New Delhi. At the same time, fast fashion is becoming a trend, which offers consumers the opportunity to buy more clothes at a lower price and that has taken a toll on the environment. It offers consumers an option to swiftly discard their clothes and buy new ‘trendy’ dresses. Consumers and brands aren’t ignoring these horrifying numbers anymore. This World Environment Day, many fashion brands have sworn to make a difference and be cognizant of the harmful effects their products can have on the environment. E-commerce giant Myntra has also stepped up. It has officially launched a sustainable e-store called ‘Myntra for Earth’ that only features eco-friendly fashion choices for all genders and age groups. It has already onboarded 70 leading fashion and lifestyle brands over the last 6 months to offer over 5500 styles to customers on its sustainable store. The store includes handloom and handcrafted, organic, natural-dyed, recyclable and eco-friendly, vegan, and cruelty-free options. The products ordered through this store are delivered in packets made from 100% recycled paper. It is now working towards scaling the number of brands in the store to ~2X by the upcoming quarter while adding another 4000 styles to the existing assortment. We caught up with Ayyappan Rajagopal, Chief Business Officer, Myntra to discuss the challenges of launching a new e-store during a global pandemic, its sustainability roadmap, a few trends that we can expect to see in sustainable fashion and platform’s goals to grow the store this quarter. Excerpts: Q. Tell us more about the 'Myntra for Earth’ store. When was it launched? What kind of response have you seen from the consumers? Launched in October 2020, "Myntra for Earth" is Myntra's sustainable store showcasing a more conscious choice to fashion and lifestyle shoppers. About 70 leading fashion and lifestyle brands have partnered with Myntra over the last 6 months to offer over 5500 styles to customers on its sustainable store. The store offers an immersive and engaging shopping experience for truly ‘sustainability-inclined’ conscious shoppers. As of now, we have seen increased growth in store visits and an uptick in revenue since its launch. The specially-curated store recognises the fashion industry’s sustainability efforts and also aims at augmenting the income opportunities of artisans and NGOs involved. Since its launch, Myntra For Earth store has received a phenomenal response. We are working towards scaling the number of brands in the store to ~2X by the upcoming quarter while adding another 4000 styles to the existing assortment. Q. How are you planning to market this store? Is there a larger campaign-in-the-making to raise awareness? Currently, we are focussing on having the right assortment of brands and products for the consumers in the store as the topmost priority. We have already received phenomenal response from consumers for the products of the store. Nearly 62% of the visitors to the ‘Myntra For Earth’ store are women, with metro cities contributing about 40% of the overall visits to the store. People of all age groups are seemingly conscious about their fashion choices and their impact on the environment in varying degrees. However, those in the age group of 21 to 35 are contributing the highest to the growth of the ‘Myntra For Earth’ store. Q. You have 70 brand partners on Myntra For Earth already. Can you mention a few names? Which are the most loved brands so far? Key names among many include H&amp;M, Mango, Unnati Silks, Bharatsthali, Pothys, Metro Kids Company, Kama Ayurveda, Forest Essentials and Fab India among others. <keyword id="2712840" type="PERSON" weightage="20" keywordseo="Myntra-Fashion">Myntra Fashion</keyword> Brands featured on the platform for their conscious collection include Taavi, Roadster and Ether. Q. So far, we have only seen a few start-ups that are completely sustainable. Are Indian legacy brands following suit? The MFE store has a combination of both home-grown brands like Taavi, Taniera and global brands like Levi, Mango &amp; H&amp;M that give importance to sustainability. Most of the legacy brands have a dedicated charter of well-defined goals on sustainability to educate consumers on organic fashion. Q. Is the packaging for Myntra Earth products different from others? Considering it aims to have a minimal effect on the environment? The majority of the orders are delivered using paper packaging at Myntra. We are gradually moving towards a complete eco-friendly paper for delivery purposes.

Myntra for Earth is working towards scaling the number of brands in the store to ~2X by the upcoming quarter while adding another 4000 styles to the existing assortment: Ayyappan Rajagopal of Myntra

<ul><li>Myntra is offering extra discounts on its products, if the customer opts for ‘no return.’ </li><li>The move is to cut down on the large number of returns on the ordered items. </li><li>The offer is applicable to products from lifestyle, apparel, electronics and home decor categories. </li><li>The e-commerce stores get nearly 15%-20% of returns on purchased items, according to a consulting firm in India.</li></ul>Flipkart’s subsidiary Myntra is wooing its customers by offering additional discounts on its products. But, that comes with a ‘no return’ policy. This means if the customers want to opt for additional discounts, they will have to give up on the benefits of free returns and exchanges for the products they ordered. In order to avail the extra discount, the buyer has to go for ‘non-returnable’ option while making the purchase. The additional discount on the products is up to 4%, if the buyer chooses to not return the product. The online fashion store is reportedly <a href="https://economictimes.indiatimes.com/industry/services/retail/myntra-to-offer-more-discounts-on-promise-of-no-return/articleshow/69034265.cms?utm_source=ETTopNews&amp;utm_medium=HPTN&amp;utm_campaign=AL1&amp;utm_content=23">exercising the scheme</a> to cut down on the large number of returns on the ordered items. According to a consulting firm tailing the retail industry in India, the e-commerce stores get nearly 15%-20% of returns on purchased items. This may be due to the fact that the returns are easy and non chargeable, it added. This scheme is valid on collection under lifestyle, home decor and electronics among others. However, the additional discount varies from product to product. Myntra is boosting its customer experience with lucrative offers, Amar Nagaram, heading Myntra, Jabong reportedly said. We keep on experimenting new features, keeping in mind the performance, he added According to an ET report, the move will benefit both the company and its customers since some measure of the amount saved on reverse logistics will go to its customers. However, the scheme has not been floated by Flipkart or its other subsidiary Jabong. The e-commerce fashion giant has been rolling out<a href="https://yourstory.com/2017/11/myntra-ties-goonj-cause-donate-redeem-upgrade-fashion"> attractive offers</a> for quite sometime now. Earlier in 2018, the company floated an initiative in collaboration with Goonj, that allowed customers to upgrade — buy new products in return of the old clothes. Separately, as an upgrade to its fashion store, Myntra, in October, also launched its <a href="https://www.indiaretailing.com/2018/10/29/fashion/myntra-launches-its-in-house-plus-size-brand-sztori/">‘plus size’ </a>brand Sztori, targeting a larger range of sizes for customers. See also: <a href="https://www.businessinsider.in/sportswear-brand-under-armour-head-to-india-to-take-on-nike-adidas/articleshow/68250588.cms">Global sportswear brand Under Armour heads to India, brings on board former Adidas exec Tushar Goculdas</a> <a href="https://www.businessinsider.in/the-indian-government-just-dealt-a-serious-surprise-to-amazon-and-flipkart-heres-what-that-means-for-online-shoppers/articleshow/67272151.cms">The Indian government just dealt a serious surprise to Amazon and Flipkart — Here’s what that means for online shoppers</a> <a href="https://www.businessinsider.in/has-amazon-overtaken-flipkart-the-answer-depends-on-who-is-asking/articleshow/66863163.cms">Has Amazon overtaken Flipkart? New numbers reopen the debate</a>

You Searched For "Myntra ads" and got 12 results

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Myntra signs up Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan as its newest brand ambassadors

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Myntra for Earth is working towards scaling the number of brands in the store to ~2X by the upcoming quarter while adding another 4000 styles to the existing assortment: Ayyappan Rajagopal of Myntra

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