Myntra changes its style to fit Walmart's designs

Not too long ago, Myntra was the fashionable jewel in Flipkart's crown. Today, the fashion e-tailer's growth is slowing, it's seen major changes in management, its Chinese wall with Flipkart is crumbling, and Flipkart Fashion has shot ahead of it. With fashion e-retail increasingly going tier-2 and Walmart shifting goalposts for Myntra, it's in a bit of a flux

A few years ago, Flipkart’s fashion arm Myntra gave it an advantage over rival Amazon in the e-commerce race

But Myntra has been losing its groove recently. Its growth has slowed over the last two years, thanks to a changing fashion landscape

So much so that Flipkart Fashion’s GMV at Rs 12,000 crore today is way ahead of Myntra's Rs 7,500 crore

In all this, Myntra risks losing its mark. Its goals have shifted, its product is evolving - can it recognise itself?

Fashion e-tailer Myntra has been a coveted trophy for a while now.

Five years ago, it became a prize e-commerce giant Flipkart could show off to its rival Amazon. While Amazon was just starting to ramp up its India operations in 2014, Flipkart was acquiring Myntra, followed by the acquisition of Myntra’s rival Jabong two years later.

Before Amazon could finish saying fashion, Flipkart had consolidated its lead in the fast-growing segment. In a neck-and-neck race of 31.2% market share for Amazon and 31.9% market share for Flipkart, according to research firm Forrester’s data for last year, Myntra-Jabong took Flipkart’s share of the pie up to 38.4%.

AUTHOR

Abinaya Vijayaraghavan

Abinaya is a Bengaluru-based writer, covering the sprawling and exciting world of Indian e-commerce. When she is not trying to understand alpha sellers and complex supply chains, she enjoys travelling and playing badminton. Abinaya was previously a reporter at Reuters.

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