PROJECT REPORT

(SUBMITTED FOR THE DEGREE OF B.COM HONOURS IN

ACCOUNTING & FINANCE UNDER THE UNIVERSITY OF CALCUTTA)

TITLE OF THE PROJECT

“A CASE STUDY ON - MYNTRA”

SUBMITTED BY

Name of the Student: Abhishek dubey

C.U. Registration No: 016-1111-0616-18

C.U. Roll No: 181016-21-0014

Name of the college: Syamaprasad College

SUPERVISED BY
Name of the supervisor: Prof. Nibedita Roy

YEAR OF SUBMISSION : 2021

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2
 CERTIFICATE AND DECLARATION

SUPERVISOR CERTIFICATE
This is to certify that Mr Abhishek Dubey student of B.Com. Honours in Accounting and
Finance of Syamaprasad College under the University of Calcutta has worked under my
supervision and guidance for her Project Work and prepared a Project Report with the title “A
CASE ON MYNTRA” which she is submitting, is her genuine and original work to the best of
my knowledge.

Place: Kolkata Signature:

Date:

Name: Nibedita Roy

Designation: Faculty Member of Commerce

Name of the College: Syamaprasad College

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 STUDENT’S DECLARATION

I hereby declare that the Project Work with the title “A CASE STUDY ON E-COMMERCE
SITE- MYNTRA” submitted by me for the partial fulfillment of the degree of B.Com. Honours
in Accounting and Finance under the University of Calcutta is my original work and has not been
submitted earlier to any other University /Institution for the fulfillment of the requirement for
any course of study.

I also declare that no chapter of this manuscript in whole or in part has been incorporated in this
report from any earlier work done by others or by me. However, extracts of any literature which
has been used for this report has been duly acknowledged providing details of such literature in
the references.

Place : Kolkata Signature:

Date :

Name of the Student: Abhishek Dubey

C.U. Registration No: 016-1111-0616-18

C.U. Roll No: 181016-21-0014

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 ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my Principal and my supervisor, Prof.
Nibedita Roy who gave me the golden opportunity to do this wonderful project on the topic “A
CASE STUDY ON E-COMMERCE SITE- MYNTRA”.
I gratefully acknowledge the valuable guidance and support given to me in successfully
completing my Project Report. This gave me a clear insight into real world business and gave me
ample opportunities to apply my theoretical knowledge to practical situations.
I am in great debt to their guidance, valuable suggestions and constant encouragement during the
course of work.
I would also like to thank my classmates for their suggestions and support in completing this
project.

Thanking you

Name : Abhishek Dubey

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 TABLE OF CONTENTS
Sl. No. Content Page No.
1. Introduction 6
1.1. Background of study 6
1.2. Scope of the study 6
1.3. Literature review 7
1.4. Objective of study 8
1.5. Methodology 8-9
1.6. Limitations of the study 9
2. Conceptual Framework 10-11
2.1. National and International 12
Scenario
3. Presentation, Analysis and 13-23
Finding
4. Conclusion and 24
Recommendation
4.1. Conclusion 24
4.2. Recommendation 25
5. Bibloigraphy 26
Questionnaire 27-29

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 CHAPTER -1

INTRODUCTION

1.1. Background of the study

E-commerce (electronic commerce) is the activity of electronically buying or selling of products

on online services or over the Internet. E-commerce draws on technologies such as mobile
commerce, electronic funds transfer, supply chain management, Internet marketing, online
transaction processing, electronic data interchange (EDI), inventory management systems, and
automated data collection systems. E-commerce is in turn driven by the technological advances
of the semiconductor industry, and is the largest sector of the electronics industry
Myntra is one of India’s largest fashion and lifestyle e commerce store. It gives a hassle free and
enjoyable shopping experience with an availability of wide range of brands to its customers. Myntra
offers a large variety of products, provides 100% authentic products, has all sorts of transaction methods
available, and other benefits to its customers. Myntra has also received many awards, to name a few
‘Fashion e-retailer of the year 2013’, ‘Best e commerce website for 2012’, ‘Images most admired retailer
of the year: Nonstore retail’, and many others.
Supply Chain Management (SCM) is the management of a network if interconnected businesses involved
in the ultimate provision of product and services packages required by end customer (Harland,1996).
Myntra.com is ranked among the top 10 e-commerce companies in India. In the last 3 years, Myntra has
become the most popular destination for personalized products in the country. Myntra has become the
most popular online retailer of fashion and lifestyle products. Myntra pioneered the personalization of
sports jerseys and offered sports jerseys of several cricket and football teams such as Team India, IPL and
FIFA.

1.2. Need of the study

1. To know more about online shopping sites.
2. To do dept research on Myntra.
3. To analysis the difference between products, sales, popularity etc Myntra
4. To explore E- commerce in today’s world.
5. To gather knowledge about two major online shopping site (Myntra)

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1.3. Literature Review on the study
 Andersone and Sarkane (2009) The most important advantages of traditional shopping are that
have been identified are the purchase process and the chance to contact with sales staff and the
advantages of e-shopping is that it is money saving, time saving, comforting and is accessible all
around the clock.
 In general, online shopping does not rely on the geographical position (neither of the buyer nor of
the seller) but relies on cultural differences and ICT infrastructure. (Charles etal, 2006, Smith et
al,2013).
 Grandon,E.E.,& Pearson,J.M.(2004) E-commerce is claimed to be advantageous for both
sellers and buyers. Sellers can have large numbers of prospective customers and buyers can have
a wide range available in one location.
 Burt, S., & Sparks, L. (2003) drew two conclusions, first, most retailers are now switching to
ecommerce itself because it helps to perform better in saving costs and operations. Secondly,
retailers can see consumer reactions to e-commerce.
 Irissappane, Aravazhi.D (2004)48, has depicted that the key customer activities in B2C e-
commerce are product search, product selection, comparison shopping, payment authorization,
placement of orders, and after sales service. Few innovative ways to offer online services are
personalized web pages, chat rooms, FAQs, etc.
 Mishra, Sita (2007)26, in her study of 200 internet users based in Delhi NCR, found that
although consumers have a positive attitude towards online shopping but their attitude towards
online purchases is low. Also, consumer demographics like place and sex does not affect
consumers’ attitude. However, consumer demographics like age and income do affect the
consumer’s attitude.
 Rajyalakshmi Nittala (2015) “Factors Influencing Online Shopping Behavior of Urban
Consumers in India” concluded that prospective online shoppers have increased due to the rise in
the number of internet users and online retailers should aim to get maximum market share.
Managers may concentrate on one or more of these viewpoints, depending on their needs. Some
methodological recommendations are also presented by the study that help managers determine
what viewpoints to follow. And technological advancements and convenience are the two factors
that play a major role while shopping online.

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1.4. Objective of the study

 To understand and estimate the consumer perception and factors affecting their behavior
for choosing Myntra.
 To understand tactics and methods used by Myntra to attract customers.
 To know how consumers are evaluating e-commerce sites for their purchases.
 To understand among which age group and gender online shopping sites are more
popular.
 To find out the progress of E- commerce in people’s life.

1.5. Methodology

The goal for all data collection is to capture quality evidence that then translates to rich data
analysis and allows the building of a convincing and credible answer to questions that have been
posed.
1. Primary Data
Primary data was collected from various people and their opinion and information for the
specific purposes of study helped to run the analysis. In essence, the questions asked were
tailored to elicit the data that will help for study. The data was collected through questionnaire to
understand their experience and preference towards their loyal company.
Data collection method : Questionnaire
Data analysis technique : Qualitative
Data analysis tools : Pie chart and Bar graph
Data analysis location : Howrah, Kolkata
No. of respondents : 51
Link of the Questionnaire:
http://docs.google.com/forms/d/e/1FAIpQLSeCNwHu54pdB0gxRNPQn0zZeUOt43ts8F6l8UpSmuaeHhiDg/vie
Duration of the survey: June 2021

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2. Secondary Data

To make primary data collection more specific, secondary data will help to make it more useful.
It helps to improve the understanding of the problem. Secondary data was collected from various
sources such as different business websites and published papers.

1.6. Limitations of the study

 There was so much confidential data of companies that are not exposed.
 Survey was restricted to particular age group because respondents willing to fill are
mostly college students.
 Analysis was done based upon personal opinion of respondents individually, not from
any focus groups or experts.
 The information collected will be valid until there is no any technical change or any
innovation.
 The survey is performed in a small area with small amount of people.

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 CHAPTER – 2

CONCEPTUAL FRAMEWORK

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

India. The company was founded in 2007 to sell personalized gift items. In May 2014,
Myntra.com was acquired by Flipkart.

Established by Mukesh Bansal along with 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
products such as T-shirts, mugs, mouse pads, and others.

In 2011, Myntra began selling fashion and lifestyle products and moved away from
personalisation. By 2012 Myntra offered products from 350 Indian and International brands. The
website launched the brands Fastrack Watches and Being Human.

In 2014 Myntra was acquired by Flipkart in a deal valued at ₹2,000 crore (US$280 million). The

purchase was influenced by two large common shareholders Tiger Global and Accel
Partners. Myntra functions and operates independently. Myntra continues to operate as a
standalone brand under Flipkart ownership, focusing primarily on "fashion-conscious" consumer

In 2014, Myntra's portfolio included about 1,50,000 products of over 1000 brands, with a
distribution area of around 9000 pincodes in India. In 2015, Ananth Narayanan became the Chief
Executive Officer of Myntra.

On 10 May 2015, Myntra announced that it would shut down its website, and serve customers
exclusively through its mobile app beginning 15 May. The service had already discontinued its
mobile website in favour of the app. Myntra justified its decision by stating that 95% of traffic on
its website came via mobile devices, and that 70% of its purchases were performed on
smartphones. The move received mixed reception, and resulted in a 10% decline in sales. In
February 2016, acknowledging the failure of the "app-only" model, Myntra announced that it
would revive its website.

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In September 2017, Myntra negotiated the rights to manage Esprit Holdings's 15 offline stores in
India. Myntra reported a net loss of ₹151.20 crore in the financial year 2017-18.

In January 2021, Myntra changed its logo, after a police complaint was registered that the logo
resembles a naked woman. The complaint was filed by a woman named Naaz Patel, who runs an
NGO called Avesta Foundation

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National Scenario and International Scenario

In October 2007, Myntra received its initial funding from Erasmic Venture Fund (now known as
Accel Partners), Sasha Mirchandani from Mumbai Angels and a few other investors. In
November 2008, Myntra raised almost $5 million from NEA-IndoUS Ventures, IDG Ventures
and Accel Partners. Myntra raised $14 million in a Series B round of funding. This round of
investment was led by Tiger Global, a private equity firm; the existing investors IDG Ventures
and Indo-US Venture Partners also put in substantial amount towards funding Myntra. Towards
the end of 2011, Myntra.com raised $20 million in its third round of funding, again led by Tiger
Global. In February 2014, Myntra raised additional $50 Million (Rs.310 crore) funding from
Premji Invest and few other Private Investors.

In April 2015, Myntra acquired Bengaluru-based mobile app development platform company
Native5, with a view to strengthen and expand Myntra’s mobile technology team.

In July 2016, Myntra acquired mobile-based content aggregation platform Cubeit, to strengthen
and expand its technology team.

In July, 2016 Myntra acquired their rival Jabong.com to become India’s largest fashion
platform. In October 2017, Myntra partnered with Ministry of Textiles to promote handloom
industry.

In April 2017, the company acquired InLogg, a city-based technology platform for the e-
commerce sector.

In April 2018, Myntra bought Bengaluru-based start-up Witworks, a maker of wearable devices
to strengthen its technology team.

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 CHAPTER – 3

PRESENTATION , ANALYSIS AND FINDINGS

Secondary data

Type of site E-commerce

Available in English

Area served India

Founder(s) Mukesh Bansal

Vineet Saxena
Ashutosh Lawania

CEO Amar Nagaram[1]

Parent Flipkart

Subsidiaries Fitiquette
Roadster

Commercial Yes

Registration Required

Launched 2007; 14 years ago

Current status Active

Advertisement and Promotional Strategies of Myntra

Myntra is an online retailer of branded apparel and products which sells online through its
website and apps. What started off as a platform for personalisation of gift items, today has

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grown into an e-commerce fashion stop with more than 2000 international and domestic brands on its product ca

Myntra uses both traditional and digital medial to promote itself in its promotional activities in
its marketing mix. From full page End of Reason Sale ads in newspapers to celebrities doing
their Diwali shopping on Myntra in the TV commercials, it has leveraged the traditional channels
in a creative and effective way. On digital front, the company is leaving no stone unturned and
uses latest technologies like AdSense to give customised marketing to the consumer. Social
media platforms like Facebook, Instagram, Pinterest and Twitter play a very vital role in
Myntra’s promotion strategies. The importance of social media in Myntra’s marketing strategy is
reflected by the fact that it joined Facebook in back in 2007 when it was founded and has more
than millions of followers now. Apart from this, the company also keeps launching various
promotional offers regularly on its website. Customers are sent promotional emails and notified
through customised in-app notifications about the exclusive offers they can avail on Myntra.

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Primary data

Data collection method : Questionnaire

Data analysis technique : Qualitative
Data analysis tools : Pie chart and Bar graph
Data analysis location : Howrah, Kolkata
No. of respondents : 51
Link of the Questionnaire:
http://docs.google.com/forms/d/e/1FAIpQLSeCNwHu54pdBH0gxRNPQn0zZeUOt43ts8F6l8UpSmuaeHhiDg/v
Duration of the survey: June 2021

1. Age

<25 >25 Total

No. of respondents 37 14 51
Percentage 72.55 27.45 100
Source : Own tabulation, according to feedback given.

>25

<25

0 5 10 15 20 25 30 35 40

Finding : The analysis of the above table shows that 72.55% of respondent’s age is below 25,
27.45% of respondent’s age is above 25.

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2. Gender
Male Female Total
No. of respondents 13 38 51
Percentage 25.49 74.51 100
Source : Own tabulation, according to feedback given.

Female

Male

0 5 10 15 20 25 30 35 40

Finding : The analysis of the above table shows that 74.51% of respondents are Female, 25.49%
of respondents are Male.

3. Have you ever done online shopping?

Yes No Total
No. of respondents 48 3 51
Percentage 94.12 5.88 100
Source : Own tabulation, according to feedback given.

Finding : The analysis of the above table shows that 94.12% of respondents had done online
shopping, 5.88% of respondents had never done online shopping.

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 No

Yes

0 10 20 30 40 50 60

4. How often do you shop online?

Once a week Once a More More often Total

month frequently
No. of 6 18 13 14 51
respondents
Percentage 11.76 35.29 25.49 27.45 100
Source : Own tabulation, according to feedback given.

No. of respondents

Once a week

Once a month
More frequently

More often

Finding : : The analysis of the above table shows that 11.76% of respondents shop once in a
week, 35.29% of respondents shop once a month, 25.49% of respondents shop more frequently
and 27.45% of respondents shop more often.

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5. Which online shopping site do you prefer?
Amazon Flipkart Myntra Total
No. of 11 26 14 51
respondents
Percentage 21.57 50.98 27.45 100
Source : Own tabulation, according to feedback given.

No. of respondents

Amazon
Flipkart
Myntra

Findings: : The analysis of the above table shows that 21.57% of respondents prefers Amazon,
50.98% of respondents prefer Flipkart, 27.45% of respondents prefers Myntra.

6. How do you make payments while shopping online?

Debit Card Credit Card Cash on Third party Total

delivery payment
No. of 11 2 37 1 51
respondents
Percentage 21.57 3.92 72.55 1.96 100
Source : Own tabulation, according to feedback given.

Findings : : The analysis of the above table shows that 21.57% of respondents prefers Debit
card for making, 3.92% of respondents prefer Credit card, 72.55% of respondents prefers Cash
on delivery and 1.96% prefers third party payment (UPI,Paytm).

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 No. of respondents

Debit card
Credit card
Cash on delivery
Third party payment

7. . How do you choose online site for shopping ?

Referred by Advertisement Online review Total

friends
No. of respondents 7 13 31 51
Percentage 13.73 25.49 60.78 100
Source : Own tabulation, according to feedback given.

Online review

Column1

Advertisement No. of respondents

Column2

Referred by friends

0 5 10 15 20 25 30 35

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Findings : The analysis of the above table shows that 13.73% of respondents chooses shopping
sites referred by friends, 25.49% of respondents by advertisement, 60.78% of respondents by
online review.

8. . On which occasion do you make purchases ?

Wedding Festival Offer Other Total

No. of 3 7 25 16 51
respondents
Percentage 5.88 13.73 49.02 31.37 100
Source : Own tabulation, according to feedback given.

No. of respondents

Wedding
Festival
Offer

Other

Findings : : The analysis of the above table shows that 5.88% of respondents shop during
wedding, 13.73% of respondents during festival, 49.02% of respondents during offers and
31.37% during others.

9. . Does promotional activities affect your purchasing decisions?

Agree Strongly Disagree Strongly Total

Agree Disagree
No. of 31 6 13 1 51
respondents
Percentage 60.78 11.76 25.49 1.96 100
Source : Own tabulation, according to feedback given.

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 No. of respondents

Agree
Strongly Agree

Disagree
Strongly Disagree

Findings : : The analysis of the above table shows that 60.78% of respondents agrees that
promotional activities effect their shopping , 11.76% of respondents strongly agree, 25.49% of
respondents disagree and 1.96% strongly disagree.

10. . How confident are you that your personal details are kept confidential while buying
products online?

Extremely Moderately Slightly Total

Confident Confident Confident
No. of 21 17 13 51
respondents
Percentage 41.18 33.33 25.49 100
Source : Own tabulation, according to feedback given.

Findings : : The analysis of the above table shows that 41.18% of respondents are extremely
confident that their personal details are kept confidential while buying products online , 33.33%
of respondents moderately confident, 25.49% of respondents slightly confident.

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 Slightly confident

Column2

Moderately confident No. of respondents

Column1

Extremely confident

0 5 10 15 20 25

11. . Customer assistance after buying from Myntra is good?

Strongly Agree Strongly Disagree Neither Agree nor Total

Disagree
No. of respondents 26 1 24 51
Percentage 50.98 1.96 47.06 100
Source : Own tabulation, according to feedback given.

No. of respondents

Strongly Agree
Strongly Disagree
Neither Agree nor Disagree

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Findings : : The analysis of the above table shows that 50.98% of respondents strongly agrees
that customer assistance for Myntra is good , 1.96% of respondents strongly disagrees, 47.06%
of respondents neither agree nor disagree.

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12. There is no difficulty in returning/replacing items brought from Myntra

Strongly Agree Strongly Neither agree Total

Disagree nor disagree
No. of 29 6 16 51
respondents
Percentage 56.86 11.76 31.37 100

Source : Own tabulation, according to feedback given.

No. of respondents

Strongly Agree
Strongly Disagree
Neither Agree nor Disagree

Findings : : The analysis of the above table shows that 56.86% of respondents strongly agrees
that they are facing no difficulty in returning/replacing items brought from Myntra , 11.76% of
respondents strongly disagrees, 31.37% of respondents neither agree nor disagree.

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 CHAPTER – 4

CONCLUSION AND RECOMMENDATION

Conclusion:

From the secondary data collected, it is found that Myntra is for fashion conscious customers
who believe in shopping from home. Merger with Flipkart has increased its strength and
capacity. It offers more than 1.5 lakhs products with over 1000 brands.

From the data analysis, it is found that most of the respondents are below 25. Female respondents
mainly college students are more interested in online shopping than the male respondents.
Almost every person is aware of online shopping. Most of people uses online shopping sites for
monthly shopping. About 50% of the respondents preferred Flipkart over Myntra and Amazon.
Most of the people chooses online sites by online reviews. Cash on delivery is the most preferred
mode of payment till now. Undoubtedly, people of all age group are attracted towards online
shopping if there is any offer going on. Promotional activities effect their purchasing decisions.
People are extremely confident that their personal details are kept confidential while buying
products online. Customers strongly agrees that Myntra is good. More than 50% of respondents
never faced any difficulty in returning/ replacing policy of Myntra.

Although Myntra is not very popular than Flipkart and Amazon. It has captured market for
fashionable clothing which are in trend. After the merging of Flipkart it is expanding its capacity
and improving.

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Recommendation:

 As Myntra is more popular among Female for fashionable outfits, it can introduce more
variety of Men’s wear to attract them.
 As most of the customers shop on monthly basis, Myntra can work on the categories
which are purchased on monthly basis.
 Myntra is not so popular as Amazon and Flipkart, it should follow the marketing
strategies used by them to create a competitive market.
 Cash on delivery should be available in all the products.
 Offers /sale should be organized more frequently to keep the customer stick to Myntra.
 As it’s strength is fashionable outfit, it should work on it like bringing more brands under
one roof.
 All sizes should be available of the clothing category.
 Easy to return policy must be there.
 Products should be available in more colours and designs.

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 CHAPTER – 5

BIBLIOGRAPHY OR REFERENCE

Books &Authors :

:. Information note to the press press release no (33/2013)

:. Internet Marketing (Internet marketing Acedemy) ISBN 978 97 882 815 9

:. Kottler philip keller and kevin lane ,Marketing Management (14th edition 2000)

:. seth jagdish and Atul parvatiyar, Coustmer relationship management 2004 ( Saga publication)

Articles From the Newspapers :

:. Times Of India

:. India Today

:. Business India

Journals and papers:

 “Fundamentals of E- commerce” by Dr. Shivani Arora

WEBLIOGRAPHY
Websites:

 www.myntra.com
 www.wikipedia.com
 www.commodityindia.com
 www.commerce-land.com

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Questionnaire
1. Age

a. < 25 b. >25

2. Gender

a. Male b. Female

3. Have you ever done online shopping?

a. Yes b. No

4. How often do you online shop?

a. Once a week

b. Once a month

c. More frequently

d. More often

5. Which online shop do you prefer?

a. Amazon

b. Flipkart

c. Myntra

6. How do you make payments while shopping online?

a. Debit Card

b. Credit Card

c. Cash on delivery

d. Third party payment

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7. How do you choose online site for shopping ?

a. Referred by friends

b. Advertisement

c. Online Review

8. On which occasion do you make purchases ?

a. Wedding

b. Festivals

c. Offers

d. Others

9. Does promotional activities affect your purchasing decisions?

a. Agree

b. Strongly Agree

c. Disagree

d. Strongly Disagree

10. How confident are you that your personal details are kept confidential while buying products
online?

a. Extremely Confident

b. Moderately Confident

c. Slightly Confident

11. Customer assistance after buying from Myntra is good?

a. Strongly Agree

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b. Strongly Disagree

c. Neither agree nor disagree

12. There is no difficulty in returning/replacing items brought from Myntra

a. Strongly Agree

b. Strongly Disagree

c. Neither agree nor disagree

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