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<ul><li><keyword id="7980696" type="General" weightage="20" keywordseo="bobble-ai" source="Orion">Bobble AI</keyword>'s recent report on the E-Commerce Industry in India shows E-commerce in India has witnessed an uptick of 77% between 2020 and 2021.</li><li>Flipkart dominates in terms of engagement metrics like search frequency and active sessions; Amazon wins in terms of transactions, with significantly less average session times.</li><li>Purplle had a 70% growth in active users in the 2021 shopping festival, compared to a 50% increase for Nykaa; common user base grew from 15% to 17%.</li></ul>E-commerce in India has witnessed an uptick of 77% between 2020 and 2021 and tier 2,3 cities are transacting more than ever as per a report by India’s largest conversation media platform Bobble AI. Bobble AI report is based on over 50 million smartphone users’ (in 640+ Indian cities) data processed in a privacy-compliant manner. It also revealed that while tier 1 cities dominate the fashion festival figures, transactions in tier 2 cities like Jaipur, Guwahati, Lucknow, Kochi, Mysore, and Bhubaneswar are at an all-time high – up 82% over the previous year. Apart from that, the majority of consumers are between the ages of 26 and 35 accounting for 37%, and between the ages of 18 and 25, accounting for 26% with 72% males and 28% females. According to the data intelligence company’s survey on the state of eCommerce in India, which was conducted across Tier 1, 2 and 3, beauty e-commerce apps usage grew by 64%, whereas fashion e-commerce grew by 368% over the past year. The festive period has only led the two e-commerce domains to skyrocket, with at least two transactions completed by shopaholics during the fashion festivals. In an interesting insight highlighted by the study, India’s fashion e-commerce industry has transformed from ‘Monopoly’ to ‘Ludo.’ Fashion giant Myntra faced tough competition from its competitive counterparts, Meesho, Ajio, and TataCliq. While almost 46% of all transactions belonged to Myntra during the 2020 festive period, Ajio bagged around 69% of all transactions in 2021. The share of Myntra’s active users, also using Meesho, Ajio, and TataCliq has also increased significantly, indicating how users are exploring multiple options this year. The battle of the e-commerce legends, Amazon, and Flipkart is worth noting, with Flipkart’s active user base rising 83% in 2021 online shopping festival compared to Amazon’s 72%. Despite the fact that Flipkart is dominating in terms of engagement metrics like search frequency and active sessions, Amazon is winning in terms of transactions, significantly less average session times. Apart from fashion e-commerce, interesting insights have also emerged from the beauty e-commerce segment. Leading players Nykaa and Purplle locked horns this festive season – and Purplle took a piece from Nykaa’s pie. In light of Nykaa’s IPO, let’s look at their market share against Purplle, Nykaa’s pure-play fashion e-commerce competitor. Purplle had a 70% growth in active users in the 2021 shopping festival, compared to a 50% increase for Nykaa. With 15% common user base in 2020, Purplle is now standing at 17% in 2021. The festive season trends point towards healthy and fast-evolving competition in the e-commerce market, which bodes well for customers who are looking for high-quality products at affordable prices. With the festive season coming to a close, it is exciting to anticipate how the competition will pan out in 2022. With India’s e-commerce market set to reach $120 billion by<a href="https://www.forbes.com/sites/kevinrozario/2021/07/13/e-commerce-in-india-set-to-reach-120-billion-in-2025-says-report/?sh=3db8de784611"> 2025</a>, the future seems promising. Hypergrowth is definitely on the horizon for the segment, and according to Bobble AI’s findings, brands are poised to capture growth opportunities.

Ajio and Myntra locked horns this festive season in fashion e-commerce: Report

<ul><li>Paving the way for immersive and informative shopping with its <keyword id="623994" type="General" weightage="80" keywordseo="social-commerce" source="Orion">Social Commerce</keyword> proposition, <keyword id="319719" type="General" weightage="20" keywordseo="myntra" source="Orion">Myntra</keyword> believes that the charter is likely to engage ~50% of its monthly active users in the next 3-4 years.</li><li>Myntra aims to churn out close to 1000 hours of live video content per month for deeper consumer engagement, contributing exponentially to the creator economy phenomenon.</li><li>To shape the future of optimised engagement for brands, by blending elements of product discovery, personalization, ease of purchasing, community, and edutainment.</li></ul>Myntra today announced its foray into Social Commerce at scale, to cater to the rapidly evolving content consumption patterns and shopping preferences of consumers. As a part of this launch Myntra also unveiled M-Live, bringing a first-of-its-kind, interactive, and real-time, live shopping experience to the fingertips of millions of shoppers in the country. With the launch of its Social Commerce charter, Myntra is looking to transform the way consumers shop by bridging the gap between inspiration and commerce while bringing both under one single platform. Under this charter, Myntra will target fashion and social media savvy young men and women who are looking to have access to the best-in-class fashion advisory and in-demand trends. Myntra’s Social Commerce proposition: Today, social platforms are considered to drive ~70% of purchase decisions for fashion-forward consumers with fashion and beauty being the most popular categories in the Social Commerce realm as per industry reports. Pivoted on community, connection, and trust, Myntra believes that as the future of shopping, its Social Commerce charter is likely to play an important role in defining the way its customers shop. Myntra’s Social Commerce Business has three distinct propositions that add immense composite value to consumers, creators, and brands alike: <ol><li>M-Live - With M-Live, its pioneering proprietary live video streaming, and live commerce platform, Myntra is further paving the way for the future of shopping that resonates with today’s social media savvy, fashion-conscious generation. M-Live aims to facilitate a real-time engagement between consumers and brands by allowing influencers and experts to host live video sessions of product and styling concepts curated by them, on the Myntra app, enabling viewers to shop instantly. M-Live is also the nearest to an expert-assisted offline shopping experience that is fully experienced online. The core benefit is the users’ ability to get interactive descriptions of products independently curated by experts they can trust and identify with while getting instant advice on various aspects like styling, fitment, product quality, and material. With several concurrent users joining the live sessions, it also gives users the opportunity to shop as a community and benefit from the community’s knowledge, observations, questions, and comments, enabling a more confident shopping decision that is backed by social validation.</li></ol> <div type="image" title="image004" msid="87868167" hostid="261"></div> 2. <keyword id="9063941" type="General" weightage="20" keywordseo="myntra-studio" source="Orion">Myntra Studio</keyword> - As an unparalleled, widely sought-after personalised content destination on an e-commerce platform that provides users with access to 20,000+ original, inspirational, and shoppable fashion, beauty, and lifestyle content assets at scale, Myntra Studio has helped establish Myntra as a frontrunner in innovative content-led commerce. The platform has grown by 25X in the last 6 months itself. Some of the leading brands on Myntra have 2-3 times larger communities on Myntra-Studio and witness a 3-4X higher engagement, in comparison to other similar influencer-led platforms. The in-house built platform has managed to attract and induce shopping among the younger and premium shoppers from across the Metros as well as Tier 2 towns and beyond. With Myntra Studio, Myntra became one of the early e-commerce movers to solidify its positioning in driving a content-led approach, strengthening its fashion proposition and consumer engagement. 3. Myntra Fashion Superstar - As season 3 goes live, this unique, fully shoppable digital reality show continues to churn out some of India’s popular fashion and beauty influencers. With every passing edition, this show has enabled Myntra’s vision of empowering the creator economy. This year’s theme ‘I Wear My Story’ showcases the hunt to find India’s next big fashion influencer and leverages the synergy between iconic fashion trends and social media. Myntra Studio currently engages ~20% of Myntra’s monthly active user base and Myntra expects this to grow to 50% in the next 3-4 years as it scales its Social Commerce charter. A Powerful Enabler for Brands: For brands, Myntra’s social commerce proposition, ensures popular influencers and experts help in establishing more meaningful connections with one of the largest communities of fashion-forward customers. This enables them to offer real-time and on-demand demonstration of features and other aspects while creating visibility for brands in an otherwise crowded environment. This enhances their potential to propel sales by trends and quality as against through pricing alone. Additionally, the brands get the rare opportunity to connect with leading influencers on a commerce platform who drive the conversation for them. It potentially also serves as an engine that increases traffic and stickiness to the platform, resulting in a higher frequency of customer visits, higher demand, and an attractive destination for newer, younger audiences along with better ROI. Unlocking The Creator Economy Phenomenon: The influencer ecosystem in India has begun to significantly scale up with new digital-first content creators emerging across geographies. With its foray into Social Commerce, Myntra is set to create a new ecosystem for consumer-influencer engagement by providing the necessary turf for hundreds of talented influencers to engage with and acquire new followers under one roof while widening their horizon of value creation and also building significant monetisation opportunities for themselves by partaking in the sales outcomes and creating measurable business impact. In addition, with M-Live, Myntra will start by supporting multiple concurrent live streams, and will steadily scale this, with an aim to churn out close to 1000 hours of live content per month in the near future. On Myntra, the influencers would also get the opportunity to partner with leading Indian and global lifestyle brands. It will propel the rise of a different segment of creators who are relatable, engaging, and confident sellers. Pioneering in-house Product-Tech Play: With Myntra Studio’s success as a frontrunner in innovative content-led commerce, M-Live has also been developed in-house with Myntra’s product-technology team working from the ground up. This allows for better customization and planning for the future and to help scale the proposition at will, alongside developing and introducing new innovative features to cater to the ever-evolving needs of the customers. Myntra Studio is slated to be the mothership of all of Myntra’s in-app content-led commerce initiatives. Speaking on the launch of its Social Commerce charter, including M-Live, Achint Setia, VP and Business Head, Social Commerce, Myntra said, “With Myntra Fashion Superstar, Myntra Studio, and now M-Live, an immersive live video shopping experience, we are heralding a new age in fashion and beauty, making big strides in the Social Commerce landscape, with our path-breaking tech-pivoted solutions. At the heart of our Social Commerce initiative, is our desire to offer unparalleled content-led shopping formats to our customers, while harnessing the power of the creator ecosystem and technology. Built for today’s consumers who are gradually progressing from text-based or catalogue-based shopping to influencer-guided interactive experiences, the charter also offers brands an avenue to build salience with a highly engaged fashion-forward customer base, for new launches, collaborations, and showcase hero products along with a host of other benefits. ” Social Commerce, which is a $1.5 billion to $2 billion GMV market in India today, will be worth $16 billion to $20 billion in just five years, with fashion and beauty commanding the lion’s share of this market at over 50-60% as per industry reports.

Myntra forays into social commerce; Launches ‘M-Live’ for real-time video-enabled, interactive shopping experience

<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

Off late, many of us have picked up the trend to shop online; it not only saves money but also gives us a plethora of choices to explore. If you’re one such shopaholic, it’s time for you to get a fast Internet-enabled smartphone as eCommerce players might soon shut their desktop stores. A recent Eco0nomic Times report revealed that <keyword id="319719" type="COMPANY" weightage="60" keywordseo="Myntra">Myntra</keyword>, a Flipkart acquired popular fashion e-tailer, will shut down its website on May 1 and concentrate only on mobile app-based transactions. 
 
The Bengaluru-headquartered eCommerce company has decided to transform into a mobile-only entity considering the fact that most of the customers make their purchase only through their smartphones. Earlier, we had reported that Myntra’s web platform may be phased out by the end of this year. If this move by the company goes well, even Flipkart is likely to be following the same suit. 
 
 Both Flipkart and Myntra have already stopped their mobile websites from directing visitors to their respective apps. While there is no official confirmation on the same; sources have told the ET that Myntra is planning a 360-degree advertising and marketing campaign to announce its app-only presence going forward. 
Myntra seems to have planned this move seeing the terrific surge in smartphone traffic and number of online shoppers in India, which is expected to increase from 9% in 2013 to 36% in 2020, primarily led by mobile users. As per the ET report, Myntra draws as much as 80% of its traffic and 70% of sales from its mobile app. Flipkart, too, registers more than 60% of sales through its app at present. 
 Seeing the trend, over the past year or so younger startups have begun operations as mobile-only platforms, a shift from the concept of mobile-first adopted by the first wave on tech companies, according to the financial daily. The <keyword id="152443" type="ORGANIZATION" weightage="80" keywordseo="Internet-Mobile-Association-of-India">Internet &amp; Mobile Association of India</keyword> estimates that total Internet users amounted to over 300 million in December 2014, with close to 60% via a mobile connection.

It really is ‘May Day’ for Myntra on May 1!

<ul><li>With the launch of Celebrity Masterclass, Myntra is trying to strengthen its loyalty program, while also using content to connect with consumers.</li><li>Since its launch in 2018, <keyword id="6906220" type="UNKNOWN" weightage="20" keywordseo="Myntra-Insider">Myntra Insider</keyword> has amassed close to 6.8 million members.</li><li>Harish Narayanan, Head of Marketing, Myntra, speaks to us about the role that content will play in the future and how it is using its loyalty program to ensure that consumers stay longer, resulting in more conversions.</li></ul>It was in 2018 that fashion e-commerce platform Myntra launched its loyalty program, Myntra Insider, to come up with an effective way of engaging with its users. Since then, the program has amassed close to 6.8 million members who contribute over 40% to its overall sales. Moreover, Myntra Insider has been able to increase its consumer’s stickiness to the platform. Myntra shared that since the launch of the program, Insiders, as the members are called, have visited the platform 1.3X times more than other customers and spent 1.25X more on each order. Owing to the success of the program, and to give something extra to its users, Myntra announced its initiative, Celebrity Masterclasses, based on the insight that consumers are on the lookout for fashion tips while shopping. As a part of the initiative, Myntra has partnered with 10 Bollywood stylists to offer 20 minute sessions for members of its loyalty program. The platform has also been stressing on using content as a tool to engage with its consumers. The launch of the Masterclass is a step in that direction. We caught up with Harish Narayanan, Head of Marketing, Myntra, to understand what role will content play in the future and how it is using its loyalty program to ensure that consumers stay longer and spend more on the platform. Edited excerpts: Q) Tell us a bit about your loyalty program, what are its primary features and how a customer stands to gain from it? What kind of reception has it seen so far? We launched ‘Myntra Insider’ in 2018, and it allows its members an early access to all Myntra sale events, exclusive access to limited edition launches and collections. Vouchers, coupons and a host of partner offers are some of the other standard benefits. Since fashion is more about discovery and expression, we want to engage deeply with our customers and help them with their fashion discovery journey. We have enrolled 6.8 million members in just 1.5 years who contribute over 40% to the overall sales on the platform. In a research that we conducted recently, consumers have come out strongly in favour of needing deep fashion advice from the program. To address this, we have launched Celebrity Masterclasses, creating an opportunity for our customers to get fashion tips from leading celebrity stylists. Since the launch of the loyalty program, we have seen that Insiders visit Myntra 1.3X times more than other customers and spend 1.25X more on each order, making them true Myntra loyalists. Q) What role do loyalty programs like Myntra Insider play in improving customer experience? Customer experience in today’s competitive world is all about offering a differentiated and delightful experience that is uniquely married to our brand’s strengths. And Insider does exactly that, by offering several unique experiences for members, thus effectively creating the ground for an enhanced customer-brand relationship. Customer experience can be improved in many ways, at every touch-point, by improving the quality of service or by offering value-added services. Insider does include the conventional offerings that are standard across programs, such as discounts, vouchers and coupons against redeemable points. But going beyond that, we are offering special access benefits like early access to sale events and exclusive access to new launches. Q) How does the brand stand to gain from the program? It gives our users new reasons to visit the platform and spend more time with us. The idea is for people to visit us not only when they want to shop, but also when they are browsing for new styles or seeking fashion information. We want customers to be more involved and educated in their fashion choices and feel more happy and confident about their looks. Then they will reward us with higher conversion and revenues. Q) What can we expect from the newly launched Masterclass? Myntra Insider Masterclass will give our customers an opportunity to get fashion tips from leading celebrity stylists. Our members will have the opportunity to learn the latest trends and styles, first hand, from the very stylists who style leading celebrities like Shah Rukh Khan, Virat Kohli, Alia Bhatt, Deepika Padukone and Kareena Kapoor among others. For the first phase of Masterclasses, we have partnered with 10 Bollywood stylists including Tanya Ghavri, Nandita Mahtani, Esha Amin, Shaleena Nathani, Ami Patel, Sanjay Kumar, Mohit Rai, Nikita Jaisinghani, Aastha Sharma and Amandeep Kaur, to offer 20-minute sessions which can be redeemed against points collected by Insiders through their purchases or engagement on Myntra. The digital Masterclasses will be offered through a web cast on the Myntra app, allowing viewers to interact with the stylists’ team for advice on fashion, in real-time and will have built-in shoppable features enabling customers to save the looks from the videos to their wish list directly while viewing the content. Q) Despite being an e-commerce platform, what is making you bet big on video content? As fashion is an engagement-oriented segment, we are investing heavily in a video content led approach to engage with customers and increase the time spent by them on the platform. The video content on Myntra will provide users first-hand access to pro tips by stylists, experts, brands and celebrities, offering an unparalleled experience of hearing directly from the best in the industry, while also interacting with them in real-time. In an age of decreasing attention spans, video is an easily-consumed, easy-to-share medium. It allows us to create an engaging way to impart crucial information to consumers at any time and location. Last year we launched, ‘Myntra Fashion Superstar’, which was the world’s first digital fashion reality show on the app and it was viewed by millions of users across the country.

Why Myntra is betting big on video content and its loyalty program for its next phase of growth

<ul><li>Myntra is expecting a 2x growth in sales compared to last year’s Big Fashion Festival. </li><li>To drive more engagement and bring in a new set of audience before its big sale day, Myntra has made its debut partnership with <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword>’s <keyword id="13880" type="COMPANY" weightage="20" keywordseo="Mumbai-Indians">Mumbai Indians</keyword>, Royal Challenge Banglore and <keyword id="13886" type="COMPANY" weightage="20" keywordseo="Chennai-Super-Kings">Chennai Super Kings</keyword>, which are also the top most important markets for the brand. </li><li>Achint Setia, Vice President, Marketing, Myntra speaks to us on how Myntra is using IPL as a platform to strengthen their presence.</li></ul>With the Big Fashion Festival around the corner, fashion ecommerce firm Myntra is leaving no stone unturned to bring in more audience. It is expecting a 2x growth in sales than last year’s Fashion Festival. Since Indian Premier League brings in a huge opportunity for brands to ride on the wave of blitz and fervor in the country, Myntra has partnered with IPL’s most-talked about teams such as <keyword id="6354506" type="COMPANY" weightage="20" keywordseo="Royal-Challengers-Bangalore">Royal Challengers Bangalore</keyword>, Mumbai Indians and Chennai Super King. Myntra is the official fashion sponsor for RCB and its logo can be seen on the right chest patch of their jersey. Mumbai, considered the hub and trendsetter for fashion and style, is one of the most crucial markets for Myntra. So the brand is the presenting partner for Mumbai Indians and has placed its logo across MI’s team branding and communications. MI’s team merchandise and memorabilia, including autographed bats and jerseys, are up for grabs on Myntra. To engage with these viewers on social media and on its platform, Myntra is offering daily prizes for participating in its interactive contests around the cricketing extravaganza. The fashion firm is also targeting women with its branding activity by featuring female fan influencers on its platform. The idea is to not only drive conversational content about the brand, but also bypass any notion of cricket being only a ‘gentleman’s game.’ We caught up with Achint Setia, Vice President, Marketing, Myntra to understand the thought behind partnering with three IPL teams, marketing strategy to leverage IPL’s buzz before its Big Fashion Festival and plan to target women through the match. Excerpts: Q. What was the thought behind partnering with Mumbai Indians this year? Mumbai’s importance to retail businesses can hardly be understated and tying up with the city’s most prominent sports team will only further solidify Myntra’s position in a crucial market ahead of the festive season. This partnership will help Myntra cement itself as the go-to fashion destination in Mumbai, considered the hub for everything fashion and style in India, and leverage Mumbai Indians’ huge salience with cricket fans across the nation. Factors such as team popularity and style quotient were also given great consideration when opting for team partners this IPL season. Q. What kind of response are you expecting for MI’s team merchandise and memorabilia, including autographed bats and jerseys, that are up for grabs on Myntra? MI’s team merchandise and memorabilia will go live on Myntra soon. However, to entice the biggest customers of Mumbai Indians, Myntra does have a limited selection of autographed bats and jerseys up for grabs on its platform for lucky fans. Q. What do your marketing plans look like for IPL? Myntra has ensured to implement a multi-pronged holistic approach, to drive higher brand relevance not only in the key metro markets but also in T2/T3 and southern markets. Our key goal is to ensure Myntra has a prominent space in the key touch points with potential customers ahead of its blockbuster sale events for the festive season. Within that strategy, we believe that cricket in general, specifically the IPL makes for a key touch point and will help Myntra expand into newer markets. This festive season, our marketing efforts will further drive conversations around the brand through the star-studded campaigns with celebrity brand ambassadors, who have a wide audience appeal reaching all corners of the country, including a strong influence in Tier II and Tier III markets. Positioning Myntra as a style expert, the latest campaigns clearly bring out Myntra as one of the leading fashion destinations in the country while showcasing our tech capabilities through key differentiators such as Myntra Studio, Size &amp; Fit Recommendations, and Photo search. Q. Myntra also intends to integrate itself more naturally to the ‘Virtual Wankhede’ concept by featuring women fan influencers. Have brands finally started recognising/accepting the fact that IPL also has a female audience? Do you think more traditional brands will start catering to them now or are we still far away from that? Interactive and unique concepts such as ‘Virtual Wankhede’, which was developed in association with the Mumbai Indians, has ensured Myntra leads the way in terms of virtual fan engagement innovations. This platform provides MI’s army of fans with an opportunity to cheer their favourite team alongside fellow supporters, connected virtually. IPL is among the biggest sporting events in India and brands have always recognized the vast women fan-base for the event. Brands featuring women fan influencers and women-centric concepts have already been visible through the years and are not something new. With IPL being a co-viewing event, the type of brands sponsoring the tournament usually tends to have a sizable female customer-base. We feel it is important for both legacy brands as well as millennial brands to engage with women in some form, to build loyalty and stay relevant among its TG. Q. The format is different this year. So how do you think things will be different for you as a partner? As a partner, what are your expectations from IPL 2020? The IPL is the biggest cricket league in the world and among India’s most-anticipated sporting events in any given year. This year, there is even more reason for brands to be associated with the IPL as the competition overlaps with the upcoming festive season, which is the most important and biggest period for shopping. Furthermore, Myntra is keen to form deep connections with users across the country and firmly believes that engaging with prospective customers at all possible and relevant touch points is crucial to this vision. Cricket is a key touch point as it is the most popular sport in India and has intricately weaved itself into an important part of the history and culture of the nation. The IPL has generated significant traction since its inception, and its popularity and viewership continues to rise. The viewership numbers from the first week of the tournament are extremely promising despite no audiences being allowed at stadiums. Q. How do you plan to engage more closely with consumers, considering activations won’t be allowed this year and there won't be a live audience? There has been strong user engagement through social media, via the RCB, CSK, MI and Myntra handles, where customers can win unique daily prizes by participating in interactive contests around the cricketing extravaganza. We have also revamped the IPL store on the platform to drive further conversations among our customers with unique offers and deals as well as providing contextually engaging and reliable content which includes the use of appropriate cricketing terminology. IPL has also come up with innovations by bringing in the virtual crowd noise, virtual meet and greet with top fans, and creating a perception for viewers that there is enough support for their teams.

How Myntra is using IPL to build deeper connections and drive brand salience before its Big Fashion Festival

New Delhi, Feb 19 () Fashion e-tailer Myntra on Wednesday said it has partnered Microsoft to accelerate its digital transformation. "As we accelerate our business and grow our value, the ability to scale our technology in a secure environment to accommodate this growth is critical," Myntra CEO Amar Nagaram said. Microsoft Azure platform provides Myntra's teams the ability to deliver innovative and personalised capabilities for customers with speed supported by a strong depth of technology expertise from the Microsoft team, he added. Myntra has worked closely with Microsoft to migrate its platform - from supply chain management to inventory to site capabilities - to Azure. Since the deployment of Azure, Myntra has recorded a 50 per cent rise in orders in the latest edition of its biennial End of Reason Sale.**** * PrimeInvestor.in to offer subscription-based research platform for investors PrimeInvestor.in on Wednesday announced the launch of its subscription-based research platform that will provide quality, unbiased guidance to retail investors for their personal finance decisions. Investors will be able to access in-depth research and recommendations on mutual funds (MFs), bonds, fixed deposit products and exchange-traded funds (ETFs), a statement said. Stock and insurance recommendations will be added soon to the offerings it added. PrimeInvestor will equip customers with in-depth research to help them take informed investment decisions, Srikanth Meenakshi, co-founder of PrimeInvestor.in said.**** * Oliveboard crosses 6 million subscribers in India, launches 'Skholar' Michael &amp; Susan Dell Foundation-funded edu-tech platform Oliveboard on Wednesday said it has crossed 6 million registered subscribers mark on its platform. The company has also launched Skholar, a free preparation platform for UPSC CSE aspirants, featuring revision notes, videos and test series, a statement said. Oliveboard is an online learning and assessment platform specialising in government and bank recruitment exams, with a large part of its user base concentrated in tier-II and III cities in India. Founded in 2012 by ex-Inmobi employees, Abhishek Patil and Satish Kumar, Oliveboard has received pre-series A funding from India Educational Investment Fund (IEIF), an early-stage impact investment fund established by the Michael &amp; Susan Dell Foundation. ***** Havells introduces smart range of IoT enabled fans Consumer electric products maker Havells India on Wednesday announced introduction of new smart range of fans with Internet of things (IoT) features. Priced at Rs 4,500, Carnesia-I range of fans is compatible with voice enabled devices like Alexa &amp; Google Home and can be operated with mobile application. "It is an intelligent fan that can sense temperature and humidity in the room and offer right speed for enhanced comfort to our consumers. With qualitative 'segment first' features we are sure that it will further strengthen our footprint in the industry," Havells India President Electrical Consumer Durables R S Negi said. Indian organised fan market is estimated to be around Rs 8,000 crore. Havells, entered fans segment in 2003 and is one of the fastest growing player in the segment. SR KRH RVK

Myntra adopts Microsoft Azure

<keyword id="319719" type="COMPANY" weightage="80" keywordseo="Myntra">Myntra</keyword>’s sales dipped by 10% after it turned <keyword id="235499" type="ORGANIZATION" weightage="80" keywordseo="APP">App</keyword> only last week. This can avert key rivals <keyword id="6354742" type="COMPANY" weightage="80" keywordseo="Flipkart">Flipkart</keyword>, <keyword id="18635" type="CITY" weightage="80" keywordseo="Amazon">Amazon</keyword>, <keyword id="541988" type="COMPANY" weightage="80" keywordseo="SnapDeal">Snapdeal</keyword> and <keyword id="6388367" type="COMPANY" weightage="80" keywordseo="Jabong">Jabong</keyword> from shifting base entirely to mobile as of now. 
 
There is a broad consensus among e-commerce experts that the changeover is due to the sharp inflow of smartphones in the country. There is no doubt apps can boost business by offering more personalized shopping experience. It’s the future of online shopping. 
However, the future is not yet here it seems. 
 
“It is up to individual companies to decide whether to go App-only based on their products and consumer profile. However, currently it is sensible to keep all channels open”, says Sandeep Ladda, Leader, Technology Sector Practice at PwC India. 
 It’s true that <keyword id="6378791" type="TECHNOLOGY" weightage="80" keywordseo="3G">3G</keyword> mobile users are dependent on telecom companies’ tariff plans. Broadband is definitely more affordable. One is mobile, the other cheap. What would India go for is anyone’s guess. 
 
Also, some shoppers are more comfortable using desktop versions. It allows them to compare prices and products across sites seamlessly and make an informed choice. They won’t be too keen to shift to App immediately. 
 
“A consumer would want more options. Today, consumer is king, and there are options galore in India. It’s not like Alibaba in China where you’re forced to shop on App”, Mr. Ladda reaffirms. “If costs for maintaining multiple platforms are exorbitant, and the rewards not so high, only then one can take a call”, he says. 
 
The numbers don’t lie either. Only 13% of mobile subscribers are on 3G and 4G networks, a study by Facebook’s internet.org found in February. That means a bulk of the consumer base is still using broadband. 
 
Myntra shut down its website last Friday. It supposedly receives 90% traffic and 70% orders from its app. 
 
(Image credit: Indiatimes)

Why Myntra’s drop in sales should serve as a dangerous
warning for other eCommerce firms

<a href="http://www.businessinsider.in/Flipkart-is-persuading-online-shoppers-to-pay-through-PhonePe/articleshow/53924458.cms" data-type="tilCustomLink" target="_blank">Mobile payments start-up PhonePe, which is owned by Flipkart, in partnership with Yes Bank launched unified payments interface (UPI) based payments app last week.</a> <keyword id="6357886" type="UNKNOWN" weightage="20" keywordseo="PhonePe">PhonePe</keyword> app users can send or receive money to and from friends and family, without exchanging the bank account details.The app also offers features such as bill-split, mobile recharge and bill payments. Myntra cashback users will be PhonePe users automatically. Reports suggest that PhonePe will also be integrated with <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword> Money. So what is PhonePe and how will it work? PhonePe allows you to link bank accounts securely to your smartphone using National Payments Corporation of India’s encrypted software. Once you get linked, you can transfer money or merchant payments by just entering a 4-6 digit MPIN. There is no OTP(One time password) required. If PhonePe works out well, it may help Flipkart reduce the number of cash transactions, while lowering transaction costs and making its supply chain more efficient for all its businesses. This is mainly why every e-commerce company wants to join the <keyword id="6358921" type="COMPANY" weightage="20" keywordseo="UPI">UPI</keyword> bandwagon. The National Payments Corporation of India (NPCI) started work on this technology in February 2015 and launched it this August. Wait, but what is UPI? <a href="http://www.businessinsider.com/india-devises-national-mobile-payments-ecosystem-2016-4?IR=T" data-type="tilCustomLink" target="_blank">United Payments Interface or UPI</a> was launched with much enthusiasm recently and 21 banks have already gone live with their offerings. UPI is a payments system simply- just like a demand draft, cheque, your debit or credit card, or a mobile wallet. It is based on the IMPS (Immediate Payment Service) system that you use with your netbanking app, except this is available 24x7, even on weekends and holidays. <a href="http://www.businessinsider.in/UPI-is-forcing-Paytm-MobiKwik-to-diversify-business/articleshow/52398329.cms" data-type="tilCustomLink">READ ALSO- UPI is forcing Paytm, MobiKwik to diversify business</a> Just like an ATM service, it is interoperable between banks whether Yes bank, ICICI bank or Axis Bank. Banks like SBI, Induslnd and HDFC are supposed to get on board by November UPI is only available for Andriod users as of now. You have to download the UPI app from Google Playstore, verify your phone number, and then link your bank account to the mobile app. After confirming your bank details, you can start using the app to send or receive money easily.After verification, you can send or receive funds up to Rs 1 lakh to or from any person or establishment after a request from the other person of the transaction who must also have a unique virtual address or ID. Currently, there aren't too many use cases for UPI yet but you can be expect to use it to do person to person transfers, directly to a bank account. Instances like paying your rent, and payment to shops that sell high value items, payments via bank transfers; will get more accessible. With Myntra adopting this technology, you can easily pay your COD orders via PhonePe app in person. Reports suggest that other Indian E-commerce giants such as Amazon, Snapdeal and PayTM are also expected to integrate UPI on their platform in the coming months. This can be the simple One Time Password to the inclusion we have been craving in the fin-tech space.

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Myntra adopts Microsoft Azure

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Why Myntra’s drop in sales should serve as a dangerous warning for other eCommerce firms

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