A MINOR PROJECT REPORT ON

A study on E-Business model of Myntra

Submitted in partial fulfilment of requirement of Bachelor

of Business administration

BBA (Evening)
Batch 2021-2024
Submitted to: Submitted by:
Niti Saxena Vinayak Vijay Sharma

Designation Enrolment No
Associate Professor 04725501721

JIMS Engineering Management Technical Campus, Greater Noida

1
 CONTENTS

Particulars Page No

Acknowledgement 4

Student undertaking 5

Certificate 6

Executive Summary 6

Introduction 9

Objectives 12

Research Methodology 14

Industry profile 17

Marketing Strategies 27

S.W.O.T Analysis 37

Data Analysis and Interpretation 42

Findings 51

Conclusion 56

Bibliography 59

References 61

2
 LIST OF TABLES

S.NO Table PageNO.

Title

1. Age of respondents 43

2. Education background of respondents 44

3. Occupation of respondents 45

4. Gender of the respondent 47

5. Factors making advertisement more effective 48

6. Most attractive type of advertisement 49

3
 ACKNOWLEDGEMENT

Any accomplishment requires the effort of many people and

this work is no different. Racing against time and fast
approaching deadlines, the fact that I was able to complete this
project on time would not have been possible without the help
and support of many people. I thank all of them whose patience
and support were very instrumental.
I also thank them for making me learn the ethics and culture of
corporate world. The kind of value addition that I have done to
my existing knowledge base is exceptional and I will cherish
all these moments throughout my life.
It gives me immense pleasure in mentioning the name of my
project guide Niti Saxena who’s helping hand led to the
completion of my project.
I would also like to thank my family and friends for providing
me with monetary as well as non-monetary support, as and
when required. Their trust patience is now coming out in form
of this.
Last but not the least; I would like to thank all of them who
directly or indirectly helped me in completing this project that
will go a long way in my career, the project is really
knowledgeable and worth cherishing.

4
 STUDENT UNDERTAKING

I, Vinayak Vijay Sharma, a student of commerce from

JIMS, Kalkaji hereby declare that I have completed
MINOR PROJECT REPORT on “A study on E-Business
model of Myntra” as a part of the course requirement.

I further declare that the information presented in this

project is true and original to the best of my knowledge.

VINAYAK VIJAY SHARMA

5
 CERTIFICATE

This is to certify that the study conducted by Vinayak Vijay Sharma

entitled: “A study on E-Business model of Myntra” being submitted in
the partial fulfilment of
BBA (Evening) 2021-2024, GURU GOBIND SINGH INDRAPRASTHA
UNIVERSITY, is faithful record of the bonafide research work carried out
by him under my supervision and guidance. This minor project report is
his original work and has not been submitted to this or any other
university/institution for the award of any other degree or diploma.

6
EXECUTIVE
SUMMARY

7
 EXECUTIVE SUMMARY

For this report I have taken up an e-business named Myntra

wherein they provide premium fashion and lifestyle brands
with an exceptional level of services unseen and unheard in
India. The aim of Myntra is to push the fashion quotient even
further, highlighting Myntra as a unique style and personality
maker and provide quality standards and growth in middle and
upper strata of society. The demographics are majorly towards
people who are from group of 16-40 years of age, as they are the
most roving mass of individuals in terms of fashion and lifestyle
activities and also, they are highly tech savvy and are more
comfortable to computers. Most of the sales are expected to come
from the people of age group 15-35 as this is the target group
having a great amount of disposable income. At Myntra they are
inclined to provide their customers with an effective and
comprehensive user interface and communicate the unique
benefits that they offer by transposing the advantages on real
life shopping. They will leverage dedicated client servicing with
multiple payment methods and money back guarantees. The
challenge is to educate and captivate the audience on the positives
which realm holds and they would like to enhance the concept and
experience of online shopping with innovation so that they can gain
the loyalty of their customers. This report covers the Strategies
Myntra is adopting, defining various aspects of the
marketing through SWOT, Ansoff matrix, PEST and Porter’s model
analysis in order to keep it ahead in the game.

8
INTRODUCTION

9
 INTRODUCTION

There was a time when customers could get access to

branded apparel only from showrooms and branded stores.
But thanks to the eCommerce platform Myntra we get our
favourite fashion brands delivered right at our doorsteps.
Being called a hub of online fashion, Myntra is definitely
adding a touch of style to our wardrobe and making
shopping fun. Moreover, the credit of offering high-end
brands as well as affordable fashion in the corners of the
country goes to the marketing strategy of Myntra.
The reason why we are discussing the marketing strategy of
Myntra is its 86% increase in customer base during its “End
of Reason Sale” (EORS). Such humongous success calls for
research on its marketing strategy that attracted over 7
lakh, new customers, on its platform during the EORS sale
last year.
Shopping on Myntra was a stressbuster for many during the
lockdown period last year. But what made them buy from
Myntra was their strong promotional strategies that drew
customers to their platform.
So, let us take a look at the strategies that Myntra is
adopting to make millions of customers.

10
The founders of Myntra were Mukesh Bansal, Vineet
Saxena, and Ashutosh Lawania. In 2007, Myntra was
launched as something different from what it is today. The
focus of Myntra was to sell personalized gifts. Back then, it
was a B2B business model. But in 2010, Myntra made a
shift from personalizing gifts to online retailing of branded
apparel.
Myntra made tie-ups with various famous brands and retailed
the latest merchandise of these brands. Soon it Myntra
started selling international and high-end brands and also
entered the lifestyle section.
Today Myntra is selling over 500 Indian and international
brands, from Nike, Adidas, Biba, Dressberry, Mango, Only,
and so much more. Delivering across 9000 pin codes,
Myntra is the most favourite online shopping platform and is
loved by fashionistas.

11
objectives

12
 OBJECTIVES

Myntra's value proposition revolves around giving

consumers the power and ease of purchasing
fashion and lifestyle products online. Offerings
such as the largest in-season product catalogue,
100% authentic products, cash on delivery and 30
days return policy make Myntra, the preferred
shopping destination in the country. To make
online shopping easier for you, a dedicated
customer connect team is on standby to answer
your queries 24x7.

Mission: Use technology to democratize fashion &

lifestyle and help people look good. Myntra is a
meritocratic, non-hierarchical and fun workplace.
Our employees are empowered with a high degree
of ownership and accountability.

Vision: To make the world a more stylish, colorful

and happier place.

13
 Research
methodology

14
 Research methodology
Research in common pursuance refers to a search for
knowledge in a scientific and systematic way for pursuant
information on a specified topic. Once the objective is
identified that next step is to collect the data which is
relevance to the problem identified and analyze the
collected data in order to find out the hidden reasons for the
problem. There are two types of data namely

1. Primary Data
2. Secondary Data

Research Design

Research design is defined as a framework of methods and

techniques chosen by a researcher to combine various
components of research in a reasonably logical manner so
that the research problem is efficiently handled. It provides
insights about “how” to conduct research using a particular
methodology. Every researcher has a list of research
questions which need to be assessed – this can be done
with research design.

Primary Data
15
 Primary data is original in nature and is collected first hand.
Primary data is information that you collect specifically for the
purpose of your research project. An advantage of primary data is
that it is specifically tailored to your research needs. A
disadvantage is that it is expensive to obtain.

1. Questionnaire Method
2. Personal Interview Method

Secondary Data
Secondary data is when the investigator does not collect data
originally for the research enquiry but uses data already collected
and available in published or unpublished from, data. Use of
secondary data in a research enquiry saves time, finance and
labor. However, some people doubt the accuracy of secondary
data. If reliable and suitable secondary data is available, there is
no harm in using secondary data for any research enquiry. Most
research requires the collection of primary data, and this is what
students concentrate on. Unfortunately, many dissertations do
not include secondary data in their findings section although it is
perfectly acceptable to do so, providing it has been analyzed. It is
always a good idea to use data collected by someone else if it
exists ± it may be on a much larger scale and could contribute to
the findings considerably.
Primary data and Secondary data have been used for the
purpose of completing this project.

16
INDUSTRY
PROFILE

17
 INDUSTRY PROFILE
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 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 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
introductory years. By 2010, Myntra moved its centre 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
18
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 easy-going 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 from
about zero to 70% in the space of one year however that
didn’t essentially imply that desktop traffic had declined.
So, while mobile activity may have been developing really
fast, it was quite possible that desktop traffic had
additionally stayed stable if not expanding. The other real
reason that Myntra decided to clarify the move was the
potential for the cell phone to offer a more customized affair
for the customer.
19
ADVERTISEMENTS
The challenge for the advertisements is to communicate
the unique benefits myntra.com offers by transposing
those advantages on real life shopping and to educate and
captivate the audience on the positives of what the realm
holds. They lately came up with an outdoor campaign
named “shop online” to spread awareness about the
brand and to showcase the gazillions of national and
international brands being retailed under one banner.

Myntra came up with Television commercial lately which

is Above-The-Line advertising. The first TVC ad was
20
created by Taproot India with the theme “Real life mein
aisa hota hai kya?” highlighting the various benefits of
online shopping like free home delivery, cash on delivery
and 30 days return policy. Myntra also unfurled OOH (out
of home) campaign to build awareness.

BENEFITS OF ONLINE ADVERTISING

.1 Cost
The low costs of electronic communication reduce the cost
of displaying online advertisements compared to offline
ads. Online advertising, and in particular social media,
provides a low-cost means for advertisers to engage with
large established communities. Advertising online offers
better returns than in other media. Online advertising rates
are set through a combination of ad size, ad location, ad
performance and market demand.

.2 Measurability
Online advertisers can collect data on their ads'
effectiveness, such as the size of the potential audience or
actual audience response, how a visitor reached their
advertisement, whether the advertisement resulted in a
sale, and whether an ad actually loaded within a visitor's
view. This helps online advertisers improve their ad
campaigns over time.

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.3 Formatting
Advertisers have a wide variety of ways of presenting their
promotional messages, including the ability to convey
images, video, audio, and links. Unlike many offline ads,
online ads also can be interactive. For example, some ads
let users input queries or let users follow the advertiser on
social media. Online ads can even incorporate games.

.4 Targeting
Publishers can offer advertisers the ability to reach
customizable and narrow market segments for targeted
advertising. Online advertising may use geo-targeting to
display relevant advertisements to the user's geography.
Advertisers can customize each individual ad to a
particular user based on the user's previous preferences.
Advertisers can also track whether a visitor has already
seen a particular ad in order to reduce unwanted
repetitious exposures and provide adequate time gaps
between exposures.

.5 Speed
Once ad design is complete, online ads can be deployed
immediately. The delivery of online ads does not need to
be linked to the publisher's publication schedule.
Furthermore, online advertisers can modify or replace ad
copy more rapidly than their offline counterparts.

22
.6 Coverage

Online advertising can reach nearly every global market,

and online advertising influences offline sales.

.7 Deliverability and Flexibility

Internet ad is delivered in relative 24 hours a day, 7 days

a week and 31 days a month.

.8 Tracking

Marketers can track how users interact with their brand

and earn what is of interest to their current customs and
prospective.

23
 Promotions
2. Ad words: Ad words are Google ads on search engines, when
people search for any product related keywords it appears.
They have bought ad slots on various websites related to
their products to tap the untapped market. For example,
Facebook and Inkfruit. Initially online websites pull off their
promotions online which is low on budget and high on
impact.

3. SEM (Search Engine Marketing): Myntra will go bankrupt if it

will invest all their capital on ad words. SEM is the process
through which a website gets traffic or visibility on search
engines. Myntra is doing SEM through articles and link
exchanges; they are very technical in nature and often needs
experts. Myntra has developed Style Myntra blog wherein
they have provided customers with latest fashion styles of
the season through their range of products.

4. Link exchange is an effective internet marketing system that

makes it easy to increase traffic to your website. With
increased link popularity comes increased search engine
ranking and if channelized efficiently, it can become cash
cow for the company. It gets company direct traffic, helps in

24
 building relationship with other websites and search engine
optimization.

5. The promotion codes have been made to lure customers

through discounts and coupons.

6. From online to Tele: With increasing cash flows and IPO

funds, Myntra came up with Tele Vision Commercials and
also, they are doing viral advertising by outdoor
campaigning, e-mails, hoarding placement and cross
campaigning.

The journey from Foundation – The Launch

 The journey of Myntra started from 2007 when Mr. Mukesh

Bansal with Vineet Saxena and Ashutosh Lawania was backed up
by Erasmic Venture Fund. They opened the first e-commerce B2B
fashion store in India. Initially, they worked on the B2B platform.
Myntra was a one stop solution for personalized gift items with
products like T-Shirts, Mouse Pads, Mugs, and other general
products till 2010.

 In 2011, Myntra decided to divert from personalized products

to lifestyle segment. This is the year when they launched
25
 brands like Being Human and Fastrack Watches on their
platform. It marked their rigid stand in the fashion world on
the online platform.

 In 2012, it recorded to offer fashion elements from 350

brands, from India and was the first to get international
brands on a large scale.

 2014 remained the year of transformation for them, as

Flipkart took over their company. It recorded a total coverage
of 9000 pin codes in India, with 1000 brands as their working
partner. In 2015, it recorded to include 150000 products in
their online portfolio.

 Change is inevitable and Myntra’s steady success remained in

the market, for their acceptance of this change. In the year
2015, they moved on to the app mode for mobile users. With
an initial research and survey, they found out 90 percent of
users are using the mobile platform. Myntra came up to the
decision and applied the same to get immense success. 2015
is also the year when Myntra acquired a Bangalore based
Mobile App firm – Native5. This acquisition expanded their
online presence to a greater level, in the Indian market. In
2016 Myntra acquired its rival fashion platform Jabong.com
and established their supremacy in the online fashion
world of India. 2017 is another year when Myntra proved its
presence in the market by partnering itself with Ministry of
Textiles. With this partnership, they started to promote
handloom industry over the online platform in India.

26





MARKETING
STRATEGIES

27
 Marketing Strategies of Myntra

• Myntra has been founded by some IIT passed out

graduates in the year 2007. It was not the first company in
India to work on the e-commerce platform. So, the
competition was high. The strategy it pulled up for success
had been their marketing mix. They worked on the niche of
garments and fashion. Gradually they covered all segments
of the same and created a completed coverage of all
lifestyle items. It made them a brand in Indian Market by
2014.

• Technology has been another great area that Myntra

worked on. Starting initially at the online platform, they
continued to upgrade themselves with technology.
Understanding the trend of users, they switched to Mobile
app version swiftly. It gave a big thrust to its competitors by
2016.

• Logistics had remained the key success area for Myntra

too. They expanded fast to cover around 9000 Pin
codes in India and thus created a sensation to its
competitors. The distance between physical buying and
buying from an e-commerce platform can be shortened
28
 with a highly nurtured logistics. Myntra ensured the same
to retain its supremacy in the Fashion world of India.

• In terms of promotion, Myntra never left out any platform

for its success. However, their approach was not like the
other competitors. A perfect strategy has been knitted
every time by them in social network marketing. Marketing
on Facebook, YouTube, and Twitter was focussed but was
not made rigorous to disturb the users. Solution providing
attitude has been maintained to reach users every
moment. Most of the time, their advertisement strategy
remained targeted at the core competency. They held over
the competitors – and thereby placed their style statement
prominently.

29
 PRODUCTS

Myntra has tied up with top fashion and lifestyle

brands in India, such as Nike, Reebok, Puma,
Adidas, Lee, Converse, Lotto, FIFA, John Miller,
Indigo Nation etc.

To offer a wide range of current season

merchandise from these brands Myntra currently
offers products from more than 200 Indian and
international brands. These include shoes for
running, tennis, football, basketball and fitness,
along with casual footwear from world-renowned
industry leaders.

There are also casual and dressy footwear for

women from Catwalk, Carlton London and Red
Tape to name a few.

30
 WHAT IS E-BUSINESS

E-business (or electronic business) is the term used

to describe using the internet to operate your
business. E-business represents only a fraction of
worldwide business, but is one of the fastest growing
sectors and provides entrepreneurs with excellent
opportunities to enter the market.

In a historical sense, the internet is a relatively new

way in which to do business, with the growth of e-
business taking off in the 1990's. The internet
provides consumers with an increasing number of
ways to interact with businesses and has made
buying and selling more competitive worldwide. The
rate of globalization has been significantly impacted
by the internet, making it easier for people and
organizations separated by distance to communicate
and interact with each other

31
E commerce considered the following attributes: -

Direct electronic interaction between two computer

applications (application to application) or between a
person using a computer.

Interaction involves the completion of a specific

transaction or part of a transaction.

The transaction crosses enterprise boundaries either

between two businesses(B2B) or between a business
and a consumer (B2C).

Two ways of Transactions: -

Buyer/ seller Transaction
Producer/Consumer Transaction

32
 ERP SYSTEM

• ERP - ENTERPRISE RESOURSE PLANNING SYSTEM

• FRM - FINANACE RESOURCE MANAGEMENT

• SCM- SUPPLY CHAIN MANGEMENT

• HRM- HUMAN RESOURCE MANAGEMENT

• CRM-CUSTOMER RELATIONSHIP MANAGEMENT

• MRP-MANUFACTURING RESOURCE PLANNING

33
THE STRUCTURE OF THE ERP SYSTEM
Enterprise resource planning (ERP) systems consist
of different modules. A company can therefore decide
which modules they need and only acquire them, not
needing to purchase them all, The ERP systems on
the market today have the same main structure,
which is shown in the figure traditionally a system,
must integrate three of the following core modules to
belong to the ERP group; manufacturing, distribution,
finance, and human resources. At the heart of the
ERP systems in the central database that draws from
and feeds it into a series of application supporting
diverse company function. Using a single database
streamlines the flow of information throughout the
business.

34
CUSTOMER RELATIONSHIP MANAGEMENT
CRM (customer relationship management) is an
information industry term for methodologies, software,
and usually Internet capabilities that help an enterprise
manage customer relationships in an organized way.

OLC:
Right now, Myntra is in the 2nd-3rd stage. Reason being the
processes are still in progress. The Process Improvement
Process is being implemented. For e.g., Myntra recently
bought Fitiquette, a developer of virtual fitting room
technology and a TC Disrupt finalist from Sep 2012. It
intends to use Fitiquette’s core product on its retail site to
drive more fashion purchases online. Moreover, acquisition
is in full swing. There have been 2 recent acquisitions by
Myntra- The first one in November 2012 when it acquired
New York based Exclusively.in which has the private label
vertical, Sher Singh. The most recent being Fitiquette- a
virtual fitting room.

35
36
 SWOT
ANALYSIS

37
 Strengths:

 Serving markets through internet requires

less infrastructure setup.

 Fast delivery at low cost from dedicated

warehouses.

 Having a sound infrastructure funded by

venture capitalists which is sufficient to reach
out any part of the country.

 Dedicated client services through back-end

services by deploying 24 hrs call centre.

 Offer a lesser price from the close competitor

offering similar services.

38
Weakness:

 Not much penetration of internet in the country.

 Sports not taken much seriously in India.

 Customers always like to get a feel of the

product before buying.

 Has to win the faith of the customers first

regarding the delivery of the product

39
 OPPURTUNITIES:

 Untapped marketing platform.

 Growth in interest of Indians towards fashion

and lifestyle.

 Dealings directly with suppliers which gives

good margins in the country.

40
 THREATS:
 Increased Competition

 Government Regulations.

 Technology Breakdown, Hacking.

 Relationship with 3rd party logistics company

41
Data analysis and
interpretation

42
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 3 0 - 4 9 years above 50 years total

43
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 years.

Table No. 2:

Table showing the education background of respondents

Educational no of percentage
background respondent
non-
matriculate 4 8
matriculate 11 22
graduation 24 48
post
graduated 11 22
total 50 100

44
100
90

80

70

60

50

40

30

20
no of respondent
10
percentage
0

percentage
23
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.

45
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

100
90

80

70

60

50

40 no of respondents
percentage
30

20

10

percentage
business
service no of respondents
student
others
total

46
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.

Table No. 4:

Table showing gender of the respondent

Gender no of percentage
respondent
s
Male 14 28

Female
36 72

Total 50 100

47
 100
90
80
70
60
50 no of respondents

40 percentage
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.
Factors making advertisement more effective

48
Interpretation: The main factor that makes advertisement more
effective is the presence of film or sports star or any celebrity.
Media and caption follow by it. The least important way in
which advertisement can be made effective is the slogan.

Table -6
Most attractive type of advertisement

49
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

50
FINDINGS

51
 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.

52
 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.

53
 SUGGESTIONS
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.

54
 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.

55
CONCLUSION

56
 CONCLUSION

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 e- commerce fashion world in the
Indian market. Myntra is a perfect example for all
companies with their clear message. They could
57
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 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.

58
Bibliography

59
 BIBLIOGRAPHY

Website
• http://www.myntra.com/faq
• http://retail.economictimes.indiatimes.com/ne
ws/e- tailing/myntra-explains-itsone-hour-
delivery-management-for- some-e-commerce-
purchases/21950837
• http://www.mxmindia.com/2012/07/well-
continue-focus-on- customer-delightsays-
myntras-bansal/
• https://en.wikipedia.org/wiki/Myntra#Histor
y
• https://en.wikipedia.org/wiki/Myntra#Acquis
itions_and_investments
• https://www.academia.edu/42117205/A_ST
UDY_ON_CONSUMERS_ATTITUDE_TOWARDS
_MYNTRA_IN_DIGITAL_MARKETING_WITH_R
EFERENCE_TO_COIMBATORE_CITY_2019_1

60
references

61
 REFERENCES
Book & Author

• Information Note to the Press (Press Release No.

33/2013)
• Internet Marketing (Internet Marketing Academy),
ISBN: 978-87-7681-815-9, 1st Edition.
• Kotler Philip, Keller and Kevin Lane, Marketing
Management (14th edition), (2000) Pearson
Education, Inc.
• Seth Jagadeesh N and Atul Parvatiyar, Customer
relationship Management, (2004), Saga publication
Inc.

Newspaper
• Times of India
• India Today
• Business India

62