Myntra is an online shopping website of India which has all the products related to fashion and casual lifestyle. This was started by 3 IIT alumni viz Mukesh Bansal, Ashutosh Lawania and Vineet Saxena in the year 2007. The headquarter of this firm is in Bangalore. Soon many regional offices were opened in various other cities of the country like New Delhi, Mumbai and Chennai. Myntra has been funded by capital funds like IndoUS, Accel and IDG Partners.
Initially, Myntra started with business to business segment where personalized gift items were sold mainly T-shirts, mugs, greeting cards, key chains, wine glasses, slogans, photographs, one-liners and caps. However, with the growing success of the company, they decided to expand the strategy to business to customer oriented firm and so other products like fashion and lifestyle things were also included in the year 2010. Within this period, it has become one of the best online shopping junction for products and gifts and has 50% of the market share.
One of the most selling product of Myntra is the personalized jerseys of various football and cricket teams like Team India, IPL teams, Premier League football teams and national football teams. The fashion and lifestyle products of various brands are available here like Nike, Puma, Reebok, Adidas, FIFA, Lee, Indigo Nation, John Miller etc. So, in total there are about 350 national and international brands available here. Also one can get footwear of famous brands like Red Tape, Catwalk etc. Men and Women can buy T-shirts of all the various brands from here like Inkfruit, Lee, Classic Polo, Puma, Tantra, Reebok, Mr. Men, Ed Hardy etc.
The main aim or the business model of Myntra is to make all the latest articles of various brands available under one portal which would be easy for the customer to select and shop. The products are available to the people at MRP.
In the July 2012, one of the Bollywood actress named Kalki Koechlin launched a new feature named as ‘Star N Style’ feature. In the year July 2011, it started its first campaign with its first TVC. Under this, Myntra came to know as fashionable new age brand. In October 2011, new campaign ‘Ramp It Up’ was launched. This was mainly to introduce the new collection of winters in Myntra. This campaign helped a lot to make it a most desirable brand in the fashion products. In the month of February 2012, Myntra promoted online shopping and started making people aware of the brand by a campaign ‘Out of Home (OOH)’. Then, in July 2012, a new campaign was launched which made people aware of the benefits of online shopping. Also they introduced schemes like free shipping, cash on delivery, 30 days return policy and 24 hours dispatch.
Myntra also offers some coupons where one can get heavy discounts on the already discounted items or on non-discounted items also. You need to enter the coupon code while shopping online and making payment.