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Myntra is an e-commerce company of fashion and
casual lifestyle items. It is headquartered in Psycho
and
Bengaluru, Karnataka, India. The company was Other
Discip
founded in 2007 with the aim of selling personalized
gift items.

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Index of Article (Click to Jump)

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A Brief History 
Further Growth
Sources of Data
Business Model of Myntra Collection: Prim
Value Proposition Secondary
Key Resources
Key Activities Indigo Paints Bu
Key Partners Model
Key Channels
Customer Relationship
5 Theories of Ad
Customer Segmentation (Explained with
Cost Structure Examples)
Marketing Strategy of Myntra
Competitive Strategy of Myntra Business Model
Revenue Model of Myntra  Droom

Summary 
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A Brief History 
It was started in 2007 by Mukesh Bansal, Ashutosh
Lawania, and Vineet Saxena.

In its introductory years, Myntra traded in on-

demand personalization of gift items and followed the
B2B model. B2B transaction refers to trade among
wholesalers, retailers, and other business groups

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only. Following is the graph of Myntra in its initial

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years.
Sources of Data
Collection: Prim
Secondary

Indigo Paints Bu
Model

5 Theories of Ad
(Explained with
Examples)

In 2010, it started web retailing of clothes. In the

Business Model
same period, it also started trade in customised Droom
items. In 2014, Myntra converged with Flipkart to
give competition to Amazon that had entered the Zara Business M
Indian market in 2013. In this period Myntra started
selling over 1000 brands to over 9000 pin codes of
India.

Further Growth
In 2015, Myntra shut down its website and operated
through the application only. But because of this
business model suffered a loss of 10%, it revived its
website also. The further growth of Myntra can be
seen from the below-drawn chart.

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In 2016, it also paired up with the Ministry of textiles

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to promote handloom industry. Myntra has bought
various small companies to extend its reach and to Sources of Data
improve its logistics and technological work. Myntra Collection: Prim
Secondary
has partnered with over 3,000 fashion and lifestyle
brands including Nike, Adidas, Diesel, CAT, Harley Indigo Paints Bu
Model
Davidson, Ferrari, Timberland, and others.

Business Model of 5 Theories of Ad

(Explained with
Myntra Examples)

The business model of any company is the strategy it Business Model

Droom
uses to gain a larger market space. The chart
describes the business model of Myntra in tabular
Zara Business M
form.

Let us discuss the business model of Myntra.

Value Proposition
Value proposition refers to distinct services a
company provides that enables it to gain commercial
value. Myntra offers a wide selection of products.
Other than that, Myntra uses ‘outbound logistics’ as a
method of a value proposition. It means it uses a
third-party courier service to reduce the lead time. It
also has started ‘Alteration Service’ in 2019. It
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enables Myntra to connect to its customers in offline

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mode also.
Sources of Data
Key Resources Collection: Prim
Secondary
The human resource department plays an important
Indigo Paints Bu
role in the success of Myntra. It focuses on the work-
Model
life balance of employees. Additionally, the supplier
and wholesalers also are some of the key resources.
5 Theories of Ad
The staff that comprises delivery persons and IT (Explained with
Examples)
personnel are also an important resource.

Business Model
Key Activities Droom

Myntra envisages itself as a fashion portal. It serves

as a platform for fashion content, trends, and tips. Zara Business M

Myntra has tied up with 3000 brands and offers a

high-quality product. Along with this, It also focuses
on marketing and sale management.

Key Partners
Ever since it has been taken over by Flipkart, the
partners of Myntra have increased. Its partners are
different brands that give their product to Myntra for
listing. In 2019, Myntra entered the luxury segment
by partnering with Purple Style Labs- a luxury brand
that sells apparels up to 1.5 lakh. This helps in
customer acquisition.

Key Channels
The flow-chart describes the key channels Myntra
uses to operate.

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Sources of Data
Collection: Prim
Secondary

Indigo Paints Bu
The channels through which Myntra operates are its Model

applications and website. It also operates through

affiliate programs. 5 Theories of Ad
(Explained with
Examples)
Customer Relationship
Business Model
Myntra operates through a self-service platform that Droom
is supported by 24/7 customer care service. It has
also decreased its shipping time from 48 hours to 24 Zara Business M
hours. It ensures it maintains a sound relationship
with customers.

Customer Segmentation
Myntra has a massive urban market, and it is very
popular among discount lovers. Myntra caters to
fashion enthusiasts as it offers as many as 15000
products of one category. Myntra also hosts “End of
Reason Sale”, which gathers enormous crowd,
according to Aman Nagaram, the C.E.O of Myntra.
Such sales and discounts also attract people from tier
2 and tier 3 cities.

Cost Structure
Myntra spends most of the revenue in purchasing
stock in trade. Additionally, Myntra spends on
technology up-gradation and infrastructure
improvement. Other than that, it also has to spend on
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warehouse management and advertisements. Salary

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to workforce comes under the fixed cost of Myntra.
Sources of Data
Marketing Strategy of Collection: Prim
Secondary
Myntra Indigo Paints Bu
Model

5 Theories of Ad
(Explained with
Examples)

Business Model
Droom
Myntra also ropes in celebrities, like Sonakshi Sinha
to promote the brand. It started a show called
Zara Business M
“fashion Influencer” in 2019 to market the brand
more extensively. Other than that, Myntra also uses
social media platforms, like Facebook and Instagram,
to promote its sale season. In its End of Reason Sale
(EORS) 2019, Myntra sold 1.77 lakh items within the
first 10 minutes of the sale going live. Over 3.3
million products were sold on day one.

Competitive Strategy of
Myntra
Myntra’s top competitors include Yepme, Amazon,
LimeRoad, Snapdeal, Voonik, Zopper, HSN,
GoRootz, Fynd and Flipkart. The competitive
advantage of e-commerce companies is mainly
because of cost leadership or product differentiation.
With Myntra, it is because of cost leadership.
However, before 2010, Myntra also had gained
market space in product differentiation by providing

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customised t-shirts and mugs. For instance, during

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IPL, Myntra provides t-shirts with a person’s name
printed on it. Sources of Data
Collection: Prim
Secondary
Revenue Model of
Myntra  Indigo Paints Bu
Model

5 Theories of Ad
(Explained with
Examples)

Business Model
Droom

Zara Business M

Myntra earns through an aggregator model. It buys

current season merchandise from various brands and
makes the product available on its website. It earns
through commission. The revenue model of Myntra is
that of B2C (Business to customer) now.

Summary 
Myntra has become a worth competing fashion e-
commerce company because of its unique business
model and attractive discount offers. Myntra also
keeps on revising its business strategies with
exigencies of time. It started with the B2B model and
shifted to the B2C model. Thus Myntra offers good
competition to e-commerce companies, especially in
the apparels sector.

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