COMPANY PROFILE:

Company Name: Myntra

Founder: Mr. Mukesh Bansal
Myntra is an Indian fashion e-commerce marketplace company
headquartered in Bengaluru, Karnataka, India. The company was
founded in 2007 with a focus on personalization of gift items. By
2010, Myntra shifted its focus to the online retailing of branded
apparel. In May 2014, Myntra.com acquired by Flipkart to compete
against Amazon which entered the Indian market in June 2013 and
other established offline retailers like Future Group, Aditya Birla
Group and Reliance Retail. Established by Mukesh Bansal along
with Ashutosh Lawania and Vineet Saxena, Myntra was in the
business of on-demand personalization of gift items. It mainly
operated on the B2B (business-to-business) model during its initial
years. Myntra tied up with various popular brands to retail a wide
range of latest merchandise from these brands

HISTORY OF MYNTRA

Myntra.com, an Indian e-trade organization of design and casual

lifestyle items, had it’s headquarter situated in Bangalore. Built in
2007 by Mukesh Bansal alongside Ashutosh Lawania and Vineet
Saxena, Myntra was in the trade of on-demand personalization of
gift items. It basically worked on the B2B model amid its

0
introductory years. By 2010, Myntra moved its
center to the web retailing of branded clothing. Somewhere around
2007 and 2010, the online entrance permitted clients to customize
items, for example, T-shirts, mugs, mouse cushions, timetables,
watches, teddy bears, pendants and so forth. After just 3 years,
Myntra turned into India's biggest personalization stage with more
than half of the market share . In 2011, Myntra extended its index to
incorporate style and way of life items and moved far from
personalization. Myntra tied up with different well-known brands to
distribute an extensive variety of most recent stock from these
brands. Myntra offered items from 350 Indian and International
brands by 2012. Myntra likewise had easygoing wear for men and
ladies. The site saw the dispatch of Fastrack watches and of Being
Human, the brand. In May 2014, Myntra.com converged with
Flipkart to contend with Amazon which entered the Indian market
in June 2013 and other established offline retailers like Future
Group, Aditya Birla Group and Reliance Retail .In 2014, Myntra's
portfolio included around 1, 50,000 results of more than 1000
brands extending from worldwide brands to designer brands and
diffusion zone of around 9000 pin codes in India.

phones which could be a conceivable thought process with reference

to why it has wandered totally into smart phones. Pros/cons-Traffic
from the smart phone application may have developed.

1
2
Figure -OLC

3
DATA ANALYSIS AND
INTERPRETATION:
Table No. 1:
Table showing the age of respondents:
Age no of respondents Percentage

below 18 15 30

18-30 years 13 26

30-49 years 12 24

above 50 years 10 20

Total 50 100

120

100

80

60 no of respondents
percentage
40

20

0
below 18 18-30 years 30-49 years above 50 years total

4
Interpretation: From the above graph it is
shown those 30% respondents are below 18, 26% are 18 and
30, 24% are 30-49, 20% above 50 years. It means the
majority of people is below 18

5
Table No. 2:

Table showing the education background of respondents

no of
responden
Educational t percentag
background e

Nonmatriculated

4 8

Matriculate 11 22

Graduation 24 48

post graduated

11 22

Total 50 100
no of respondent
percentage
 100
90
80
70
60
50
40
30
20
10
0

23

percentage no
of respondent

Interpretation : From the above graph it is clear that 8%

respondents are non-matriculate, 22% are matriculate, 48%
are graduation, and 22% are post graduated. It means the
majority of people are the people who are graduated i.e.
48%

7
 Table No. 3:Table showing occupation of
respondents

Occupation no of respondents Percentage

Business 9 18

Service 11 22

Student 23 46

Others 7 14

Total 50 100

Interpretation : From the above graph it is clear that 18%

respondents are businessman, 22% are service, 46% are
student, and 14% are others than
them. It means majority of
respondents are students

business
service
student
8
Table No. 4:

Table showing gender of the respondent

Gender No of percentage
respondents

Male 14 28
Female 36 72

Total 50 100
100
90
80
70
60
50 no of respondents
percentage
40
30
20
10
0
male female total

Interpretation: From the above graph it is clear that, 28%

of the respondents are male and 72% people are female.
It means the majority goes to the female.

Table- 5.
9
 Factors making advertisement more
effective

Interpretation:

The main factor that makes advertisement more effective is

the presence of film or sports star or any celebrity. Media and
caption follows by it. The least important way in which
advertisement can be made effective is the slogan.

10
Table -6

Most attractive type of advertisement

Interpretation:

Table shows that online advertisement featuring discount

coupons are the most attractive type of advertisement.
Advertisement featuring additional purchase and gift with
purchase follows by it. Advertisement featuring shipping
discount is the lowest attractive type of the advertisement.

11
FINDINGS:

The following are the major findings of the study:

• Majority of the respondents are male (65%) who are

married (66%) and belonging to the age group of 25 to 35
years (70%).
• Among the total respondents of the study, the majority of
the respondents (40.5%) have their family size as four.
• It has been observed that the majority of the respondents
(48%) are qualified with a post graduate level of
education.
• On an average of 52% of the respondents are private
employees.
• Majority of the respondents (45%) are having annual
income between 3 lakhs to 4 lakhs.
• Based upon the study, the majority of the respondents
(36.5%) access Internet from their home.
• It is understood from the table, that majority of the
respondents (48%) are spending less than two hours per
day to access Internet.

12
• Majority of the respondents are buying
the product through online in occasionally (32%).
• 42% of respondents purchase clothing and near 32%
of respondents purchase footwear in Myntra.
• Most of the respondents ranked 1st for price and next
is brand factor are considering for the selection of
product.
• 40% of respondents are good rating about the Myntra
• 70% of respondents are respondents like to
recommend others to buy products of Myntra
• There are no significant difference between the male
and female in respect of satisfaction level of customers
• 70% of respondents are affect the promotion strategy
of buying decision in Myntra.
• Students and salaried persons are most frequent users
of Myntra.
• Younger peoples are mostly attracted towards to
Myntra.
• Among the respondent 26% of respondents felt
problem in return policy and 24% of respondents felt
problem in delivery while conducting online purchase in
Myntra.
• 32% of respondents are prefer Amazon.
13
RECOMMENDATIONS:

The researcher has made personal contact with the respondents who
have purchased products and services through online. It is
concluded that most of the respondents have a good opinion about
online shopping, though there are so many problems to be improved
by the vendors and service providers.

These suggestions are as follows:

• As there are no proper laws for online purchases, they have to be
implemented to prevent the anonymous intruders. This will help
to maintain security and private information properly concerning
the respondents. So the website developers and service providers
should take necessary steps to overcome this problem.
• Web based technologies upgrades creative conceptualization
that would improve the response from technology savvy
consumers. So the firms have to invest in such new technologies.
• Internet environment has to be improved in the areas of art,
dynamic and interactive techniques. This improvement will give
more visual appeal.
• The vendors and service providers should avoid hidden charges.
This will help to avoid increase in price of product.

14
• Usage of products by the customers is
required to be more as few of the customers are buying yearly
also.
• Promotional strategies need to be improved so as to motivate
the customers to make buying decision.
• The company has to make ease for searching products what
they are looking for.
• Special offer need to be provided for attracting the customers.
• The company has to give inform all customers for the new
products launching time.
• Ensure quick delivery.
• Since few of the customers are buying products through
offline, awareness need to be created for increasing online
payment mode.
• Lucky draw, coupons, etc. are required to promote the
customers and also to increase the sales.
• Promotional activities for online shopping can be made more
effective to attract even more customers.
• There should be increase in the level of importance.
Product rate should be reasonable.
• Security system in online payment can be made much safer to
avoid various issues. .
• More important should be given for magazine
advertisements.

15
QUESTIONAIRE:

Summing up everything, a clear story of Myntra can be sketched –

Success from day one! Yes, this has been possible only because of
change adaptability. Myntra remained an icon on e-commerce
platform in India, recognized for the random and rapid changes. It
changed its strategy in marketing and promotions, from time to time
and worked intelligently there. It changed its platform from B2B to
B2C at the right time, when the expansion was knocking at their
door. They opened up the windows to the government for making a
partnership, to giant e-commerce platforms like Flipkart. They
actually offered for a merger and even to hundreds of brands to
increase their gallery size.

In one word, they proved themselves as the leader of the ecommerce

fashion world in the Indian market. Myntra is a perfect example for
all companies with their clear message. They could make them
realize that well-knitted strategy and flexibility in approach can
easily transform a company to Monopoly

E- Business signifies a complete new & profitable way to do

business, providing the all requirements as desired. The Internet is
equivalent to online world where all the resources are not fully
exploited and where customers may gain advantages. Here
corporations may upsurge their profits further and users may find
the desired product or service easily without stress of shopping
around. Customers keep coming back only if earlier shopping
16
experiences have been pleasant and successful. In
this intricate business world, the e-retailing will become tremendous
business strategic concept. Most profitable method of business
process in coming decade to the textile and garment industries

17
 BIOGRAPHY:
Book & Author

• Information Note to the Press (Press Release No. 33/2013) •

Internet Marketing (Internet Marketing Acadamy), ISBN:
978-87-7681-815-9, 1st Edition.
• Kotler Philip, Keller and Kevin Lane, Marketing
Management (14th edition), (2000 )PearsonEducation, Inc.
• Seth Jagadeesh N and AtulParvatiyar, Customer relationship
Management, (2004), Saga publication Inc. Newspaper
• Times of India
• India Today
• Business India

Website
• http://www.myntra.com/
• http://retail.economictimes.indiatimes.com/news/etailing/myntra-
explains-itsone-hour-delivery-management-forsome-e-commerce-
purchases/21950837
• http://www.mxmindia.com/2012/07/well-continue-focus-
oncustomer-delightsays-myntras-bansal/

Journals:
• Hatem EI-GOHARY “International journal of online
marketing

Websites and weblinks:

• https://www.indianretailer.com/amp/news/myntra-set-to-
expand-its-international-footprint-in-middle-east-
market.n10128last access on 22.4.22

18
• https://yourstory.com/2017/02/myntra-turns-
10/amplast access24.4.22
• https://startuptalky.com/myntra-online-fashion-store/last
access28.4.22
• https://en.m.wikipedia.org/wiki/Myntralast access12.4.2

19