Myntra has maintained its lead in online fashion largely due to its lifestyle brand positioning but has been under the scanner lately for not being contemporary. Now, a makeover is in progress, including roping in new-age brands
May 05, 2021
8 Min Read
Myntra’s former headquarters at Bengaluru’s original tech hub, Electronic City, was designed for the fashionista. The walls and decor were themed around fashion and the office even had a ramp right by the entrance.
After Myntra founder Mukesh Bansal moved to parent organization Flipkart in 2015, his successor as CEO, Ananth Narayanan, largely retained that culture. Under the former McKinsey director, Myntra launched its private brand retail outlet, chalked out a ‘Myntra Insider’ loyalty program, and acquired Jabong.
Shortly after Walmart acquired a majority stake in Flipkart in 2018, Narayanan quit following disagreements with the leadership over how Myntra and Jabong needed to be run. Amar Nagaram, who was leading consumer-facing mobile and web platforms at Flipkart, replaced him, and almost overnight things changed.