Myntra

No matter who you are, a student, a newly wedded couple, an office goer, a
housewife, or a working mother, if you are someone who loves to visit the
stores and shop then you must have checked out the plethora of collections
that are available over the e-commerce platform, Myntra. They are in the lead
of changing the face of retail and shopping in India and making the variety of
the most recent and trendiest items accessible in the nation. During the
lockdown while customers were working from home spending hours in front
of the computer and managing the house chores, Myntra was one of the first
ones to understand their customers' need for lounge wear and leisure wear. It
has never failed to bring a smile on the face of its customers after they receive
their brown packaged parcel with the Myntra logo on it.

History

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

Karnataka, India. Established in 2007 by Mukesh Bansal and 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 T-shirts,
mugs, mousepads, etc.
In 2011, Myntra began selling fashion and lifestyle products and moved away
from personalization. In 2014 Myntra was acquired by Flipkart.

Myntra today is India's largest fashion and lifestyle e-commerce store that
serves millions of fashion enthusiasts every day while allowing the shoppers to
choose from the wide range of national and international brands in segments
of apparel, accessories, cosmetics, and footwear.

In mid-2021, Myntra said it had seen growth in first-time shoppers and

demand in specific categories when the second wave disrupted business in
general.
Problem:

India's BPC (Beauty and personal care) industry is estimated to grow rapidly
with a fair share for the e-retailers in it. Myntra, after becoming one of the
market leaders, is the fashion eCommerce segment. Looks further to compete
for a larger share in the beauty e-tailer segment by adding a plethora of
premium brands such as Bath & Body Works, Benefit, Minimalist and
Smashbox, to its store.
Its primary target is to take on brands such as Nykaa and the likes of it. They
have already embarked on becoming the market leader in this segment by
adding 100 new brands to their BPC collection and building the capabilities
required to sell BPC products right from the tech and the supply chain to
packaging and cataloging.

However, as we all know, with the growth of businesses comes various

challenges and hindrances. The challenges can be technical, managerial,
regulatory, or even a combination of different challenges. The business which
comes up with the perfect strategy to overcome the challenge at hand is the
one that eventually flourishes and becomes a leader in the longer run.

So, with plans of Myntra to explore the e-tailer segment and become the
market leader came the challenge of the Government rules proposing to limit
so-called 'flash sales' of goods and services by e-commerce companies.
Conventional e-commerce flash sales are not banned. Only specific flash sales
or back-to-back sales that limit consumer choice, increase prices, and prevent a
level playing field are not allowed.

Link: https://www.livemint.com/news/india/govt-to-tighten-rules-on-e-
commerce-to-impose-ban-on-flash-sale-of-products-
11624288529035.html#:~:text=The%20rules%20propose%20to%20limit,fla
sh%20sales%20are%20not%20banned

Link: https://read.getdailybrief.com/digests/myntra-to-compete-with-nykaa-
in-beauty-and-personal-care-market
So put on your thinking hats and come up with the best possible solution to the
case at hand like a Myntra’s Manager.
Expected Deliverables:
1. Introduction (Journey), SWOT & Pestle analysis.
2. Prepare a gap analysis between current offerings by Myntra and what can be
extended.
3. Prepare a competitive analysis of Myntra.
4. Determine the key drivers for shopping of the Beauty and personal care
segment for women in India. What bundle of attributes would be most
attractive to the above segments?
5. Myntra hopes to double its beauty and personal care (BPC) offerings by the
end of this fiscal year and make the category one of its top five retail segments.
Suggest a few promotional & marketing strategies for making this vision
successful and help them compete with Nykaa.

All The Best !