Competitive Analysis: Myntra

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 “In business, the competition will bite
you if you keep running.
If you stand still, they will swallow you”
- Victor Kiam, CEO of Remington

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Need of Competitive Analysis
● To understand the current standing in the market
● To get early feedback and challenge the status quo
● To get new ideas and identify newer trends
○ Examples:
■ Cameras + phones
■ Energy drink (Beverage + Health & wellness drink)

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Questions to ask yourself
● What does the company stand for?
● What is the business model?
● What are the categories of operations?
● How are the products priced?
● What is the company culture?
● Is the company equipped to handle the competition?
● How are the financials and levers for financial maneuvers?

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Overview: Myntra (Online Fashion Stores)
Company Ethos A Fashion & Lifestyle Company

Parent Company Flipkart - Walmart

CEO Mr. Amar Nagaram

Target Segment Mass premium, Urban 18-35 yrs. Men + Women

Categories Home, Beauty & Lifestyle Products

Private Brands ● ~30% of the overall revenues (maximum margins)

● E.g. Roadster, Dressberry, Anouk, HRX etc.
● HRX - 51% Myntra, 49% Hrithik Roshan

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Competitors

Competitors Direct Indirect

Amazon, Flipkart, Club

Marketplace
Factory Meesho, GlowRoad,
Bulbul, Offline Fashion
Big Brands Reseller AJIO, Koovs
Stores
Private Labels Puma, Nike

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Overview - AJIO (Direct)
● AJIO, part of the Reliance Retail ecosystem:
○ The largest retailer in India in terms of revenue and part of the overall Reliance
Industries
○ Vineeth Nair is the CEO of AJIO

● Major Companies of Reliance Retail include:

○ Reliance Fresh, Reliance Smart, Reliance Digital, Reliance LYF, Reliance Jewels,
Reliance Trends, footprint and living, Reliance cash n carry, AJIO, Hamley’s

● Mission:
○ Celebrating fearlessness and uniqueness, AJIO.com is constantly looking to
bring a fresh, current and accessible perspective to personal style 7
Overview - Meesho (Indirect)

● Meesho is a social e-commerce platform

○ Founded by Vidit Aatrey and Sanjeev Barnwal in Dec 2015

● In June 2019, Meesho became India’s first startup to receive investment from Facebook

● It has raised $190 M till date and has 1 Cr+ resellers on its Platform. Major fundings include
○ August 2019, it raised $125 million in Series D round led by Naspers, with participation
from existing investors SAIF, Sequoia, Shunwei Capital, RPS and Venture Highway.
Facebook and former Vodafone Group CEO Arun Sarin also participated in the round

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Business Model - AJIO
Business Model Examples Pros Risks

Marketplace Biba, W etc. ● No inventory risk ● Low margins

● Can easily scale to ● Lower control on
provide higher customer
coverage experience

Big Brands Puma, Nike etc. ● Strong Brand Pull ● Brand power
Reseller ● Ride on with the dilution
marketing efforts of ● High inventory
the brands risk

Private Labels Jiyaa, MDS, MFT ● Highest margins High inventory risk
Couture etc. ● Assured supply

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Business Model - Meesho
Business Model Examples Pros Risks

Online distribution Local brands such as ● Tapping a highly ● Low

channel for long tail Mobili, Bogmbgx etc. unorganised commission %
products market with no for the platform
major organised
competitor ● Handling a large
number of
● High user resellers and
stickiness different
expectations

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Comparative Analysis: Myntra - AJIO - Meesho
Factors\Companies Myntra AJIO Meesho

Products 5L+ 2L+ NA

Brands 5000+ 2000+* NA

Sellers 2000+ NA 1Cr+

Return Policy 15 Days (Reduced from 30 Days 7 days

30 days)

App Store Downloads 50M+ 10M+ 10M+

App Store Ratings 4.4 4.2 4.4

App Features Personalisation, Style Trends, Basic search, Social ecommerce,

recommendations Store led navigation Facebook and
Whatsapp Integrations
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Strengths and Weaknesses - AJIO vs. Myntra
Strengths
Strong financial backing by the parent company,
Reliance Industries
● Unaffected by the FDI rules in ecommerce
● Can work with different inventory models
and not affected by the regulations like no
seller to be more than 25% of the business
Strong supply chain and pricing control because
of Reliance Retail reach
RIL has exclusive master franchisee
arrangements with international labels including
Diesel, Kate Spade, Steve Madden, Burberry,
Canali, Emporio Armani, Furla, Jimmy Choo and
Marks & Spencer
Weaknesses
Relatively new market entrant
Needs to setup teams from scratch for enabling
online ecommerce
Fashion is relatively a large area and need to
identify the right set of profitable categories
Needs to build a fashion first approach to
business as opposed to the traditional oil & gas
and telecom businesses
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Strengths and Weaknesses - Meesho vs. Myntra
Strengths
Strong deep pocketed backers
It will be favoured by government because
it is encouraging local entrepreneurship
First mover advantage in an unorganised
market with no major established player
Strong value proposition of providing low
cost high quality products
Weaknesses
It will have strong challenge from
horizontal players such as Amazon,
Flipkart and Chinese players like Alibaba
Highly price sensitive target audience and
hence need to constantly work to keep
costs low
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 End Note
● Fashion is $50B+ opportunity in India and online Fashion is still 3-5% of it
○ Majorly online fashion is controlled by Flipkart + Myntra (accounting for about 70%+ of
revenue)
● But the entry of Reliance (AJIO) in the scheme is expected to change the numbers over the
years
○ Reliance Retail is the largest retailer in the country
○ It operates over 11,300 stores pan India with ~26 million square feet of retail space and is
growing rapidly
○ AJIO + Reliance Trends is the central piece of its offline to online story in the Fashion
category
○ Reliance is not affected by the e-commerce FDI guidelines and has a higher control on
pricing, discounting and customer experience
● Players like Meesho will move up the ladder to target more premium buyers because the
margins are higher
● Hence Myntra should focus on keeping a close eye on both direct and indirect competition
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Disclaimer

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