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Unboxing Myntra

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

24/10/19

Abinaya Vijayaraghavan

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?

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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…

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