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Myntra logo.png
Type of site
Available inEnglish
Area servedIndia
Founder(s)Mukesh Bansal, Vineet Saxena, Ashutosh Lawania
CEONandita Sinha
SubsidiariesFitiquette, Roadster
Launched2007; 15years ago
Current statusActive

Myntra is a major Indian fashion e-commerce company headquartered in Bengaluru, Karnataka, India.[1] The company was founded in 2007 to sell personalized gift items.[2][3][4][5] In May 2014, was acquired by Flipkart.[6][7][8][9]

In May 2022, Myntra launched an express delivery service on its app to offer one of a kind of experience by fashion & beauty platform. This service allow shoppers to receive their orders for products marked with ‘M-express tag’ on the listing page within 24-48 hours of purchase.[10]


Established by Mukesh Bansal along with Ashutosh Lawania and Vineet Saxena; Myntra sold on-demand personalized gift items. It mainly operated on the B2B (business-to-business) model during its initial years. Between 2007 and 2010, the site allowed customers to personalize products such as T-shirts, mugs, mouse pads, and others.[11]

In 2011, Myntra began selling fashion and lifestyle products and moved away from personalisation. By 2012 Myntra offered products from 350 Indian and International brands. The website launched the brands Fastrack Watches and Being Human.[12]

In 2014, Myntra was acquired by Flipkart in a deal valued at 2,000 crore (US$250 million). The purchase was influenced by two large common shareholders Tiger Global and Accel Partners.[9] Myntra functions and operates independently.[13] Myntra continues to operate as a standalone brand under Flipkart ownership, focusing primarily on "fashion-conscious" consumers.[14]

In 2014, Myntra's portfolio included about 1,50,000 products of over 1000 brands, with a distribution area of around 9000 pincodes in India.[15] In 2015, Ananth Narayanan became the chief executive officer of Myntra.[16]

On 10 May 2015, Myntra announced that it would shut down its website, and serve customers exclusively through its mobile app beginning 15 May. The service had already discontinued its mobile website in favour of the app.[17] Myntra justified its decision by stating that 95% of traffic on its website came via mobile devices, and that 70% of its purchases were performed on smartphones. The move received mixed reception, and resulted in a 10% decline in sales.[18][19] In February 2016, acknowledging the failure of the "app-only" model, Myntra announced that it would revive its website.[20]

In September 2017, Myntra negotiated the rights to manage Esprit Holdings's 15 offline stores in India.[21][22] Myntra reported a net loss of ₹151.20 crore in the financial year 2017–2018.[23]

In January 2021, Myntra changed its logo, after a police complaint was registered that the logo resembles a naked woman. The complaint was filed by a woman named Naaz Patel, who runs an NGO called Avesta Foundation.[24]

Acquisitions and investments[edit]

In October 2007, Myntra received its initial funding from Erasmic Venture Fund (now known as Accel Partners), Sasha Mirchandani from Mumbai Angels and a few other investors. In November 2008, Myntra raised almost $5 million from NEA-IndoUS Ventures, IDG Ventures and Accel Partners. Myntra raised $14 million in a Series B round of funding. This round of investment was led by Tiger Global, a private equity firm; the existing investors IDG Ventures and Indo-US Venture Partners also put in substantial amount towards funding Myntra. Towards the end of 2011, raised $20 million in its third round of funding, again led by Tiger Global.[25][26] In February 2014, Myntra raised additional $50 Million (Rs.310 crore) funding from Premji Invest and few other Private Investors.[27]

In April 2015, Myntra acquired Bengaluru-based mobile app development platform company Native5, with a view to strengthen and expand Myntra's mobile technology team.[28]

In July 2016, Myntra acquired mobile-based content aggregation platform Cubeit, to strengthen and expand its technology team.[29]

In July, 2016 Myntra acquired their rival to become India's largest fashion platform.[30] In October 2017, Myntra partnered with Ministry of Textiles to promote handloom industry.[31][32]

In April 2017, the company acquired InLogg, a city-based technology platform for the e-commerce sector.[33]

In April 2018, Myntra acquired Bengaluru-based start-up Witworks, a maker of wearable devices to strengthen its technology team.[34]

In August 2018, Myntra acquired Mumbai-Based start-up Pretr Online Services Pvt. Ltd., an end-to-end omnichannel platform for retail.[35]

Digital Reality Show (fashion influencer)[edit]

Launched its first digital reality-based show "Myntra Fashion Superstar" which is based on the fashion influencer talent hunt on Myntra app on 17 September 2019.[36][37][38] In association with Zoom Studios,[39]his show will identify & reward India's next big fashion influencer.[39] Show has eight episodes of reality serious which will see 10 contenders competing with each other. They would also be mentored and judged by a star studded jury, from the world of Bollywood, TV and fashion, including Bollywood actor Sonakshi Sinha and stylist Shaleena Nathani.[40][41][42][43]

Regulatory action and lawsuits[edit]

The Enforcement Directorate are investigating Myntra for breach of Foreign Exchange Management Act.[44]

In January 2016, Enforcement Directorate issued notice to Myntra's owner Flipkart. It has a tie up with Nike with the dealer Funfash to sell all authentic Nike accessories[45]

Labour issues[edit]

In June 2016, Myntra's logistics staff went on a strike alleging lack of basic employee benefits and poor wages.[46][47]

See also[edit]


  1. ^ "Bloomberg". Retrieved 8 January 2019.
  2. ^ Surti, Saloni (22 May 2014). "Flipkart-Myntra: Consolidation the only way to survive the Indian e-commerce industry?". Archived from the original on 12 July 2018. Retrieved 4 September 2014.
  3. ^ Bapna, Amit (11 July 2011). "Overall Lifestyle category will cross $1000 billion in India: Mukesh Bansal Founder-CEO, - Economic Times". Retrieved 17 June 2012.
  4. ^ "Business / Companies : to expand operations". The Hindu. 7 September 2011. Retrieved 17 June 2012.
  5. ^ Saxena, Anupam (14 March 2011). "Updated: Myntra Gets $14M In Second Round Funding". MediaNama. Retrieved 17 June 2012.
  6. ^ ET Bureau (23 May 2014). "Flipkart acquires Myntra, gears up to take on Amazon".
  7. ^ Flipkart Acquires Myntra in Indias Biggest E-Commerce Deal - Retrieved on 2014-05-23.
  8. ^ "Flipkart acquires E-Tailer Myntra.Com in an around $300 Mn Deal". IANS. Retrieved 22 May 2014.
  9. ^ a b "Flipkart, Myntra merge in Rs 2,000 crore deal". The Times of India. Bangalore. 23 May 2014. Retrieved 21 May 2015.
  10. ^ "Myntra launches 48-hour delivery with M-Express". The Economic Times. Retrieved 10 June 2022.
  11. ^ Kazmin, Amy (15 May 2015). "Myntra spearheads India's move away from desktop browsing". Financial Times. New Delhi. Retrieved 21 May 2015.
  12. ^ Bhushan, Hari. "History of Myntra".
  13. ^ "Myntra enters new spaces post merger with Flipkart".
  14. ^ Sen, Anirban (9 January 2018). "Flipkart fashion business catches up with Myntra". Livemint. Retrieved 13 May 2018.
  15. ^ "Myntra Brand Portfolio".
  16. ^ Myntra appoints Ananth Narayanan as chief executive - The Economic Times
  17. ^ "Myntra to Shut Down Website, Go App-Only on May 15". NDTV Retrieved 13 May 2018.
  18. ^ Modhy, Karrishma (20 May 2015). "Will Myntra's move away from desktop cause its downfall? apart from this they have a strong appeal amongst smartphone users with this new approach". FirstPost. Retrieved 21 May 2015.
  19. ^ Shankar, Besta (21 May 2015). "Myntra Sees 10% Drop in Sales After Moving to App-only Format". International Business Times. Retrieved 21 May 2015.
  20. ^ Maheshwari, Richa. "Myntra no longer app only, brings back mobile site to woo customers". The Economic Times. Retrieved 16 February 2016.
  21. ^ "Myntra to manage Esprit in India, curate 15 retail stores". The Economic Times. 28 September 2017. Retrieved 12 October 2017.
  22. ^ Sen, Anirban (29 September 2017). "Myntra wins rights to manage Esprit stores in India". Retrieved 12 October 2017.
  23. ^ "Myntra revenue shrunk by 80% to ₹427 crore in FY18". Livemint. 8 January 2019.
  24. ^ "'Utha le re baba': 'Offensive' Myntra logo undergoes a change, divided netizens spark meme fest".
  25. ^ sushma.un (2 September 2012). "Fashion retailer raises $60 m in third round of funding".
  26. ^ Khan, Irfan (2 September 2012). " Raises $20Mn In Third Round Of Funding". Private Equity.
  27. ^ "E-tailer raises 310 Crores from Ajim Premji and other Investors". IANS.
  28. ^ "Myntra acquires Bengaluru-based Native5". The Hindu. 7 May 2015.
  29. ^ "Myntra acqui-hires content aggregation platform Cubeit". VCCircle. 11 July 2016. Retrieved 16 July 2016.
  30. ^ "Flipkart's Myntra acquires Jabong". 26 July 2016. Retrieved 26 July 2016.
  31. ^ "Myntra partners Textiles Ministry to promote handloom industry". Moneycontrol. Retrieved 18 October 2017.
  32. ^ Bureau, BW Online. "Myntra Associates with Ministry of Textiles to Support Weavers and Promote the Handloom Industry". BW Disrupt. Retrieved 18 October 2017.
  33. ^ "Myntra Acquires Bengaluru-Based InLogg, a Logistics Technology Firm". NDTV Gadgets 360.
  34. ^ Sen, Anirban (16 April 2018). "Myntra acquires wearables maker Witworks". Mint.
  35. ^ Variyar, Mugdha. "Myntra acquires omnichannel retail platform Pretr". The Economic Times. Retrieved 27 June 2021.
  36. ^ "Myntra launches 'Fashion Superstar', world's first digital fashion reality show". afaqs!. Retrieved 23 October 2019.
  37. ^ "Myntra launches 'Fashion Superstar', world's first digital fashion reality show". Indian Television Dot Com. 10 September 2019. Retrieved 23 October 2019.
  38. ^ "Myntra's reality show Fashion Superstar will broaden the influencer market". Moneycontrol. Retrieved 23 October 2019.
  39. ^ a b "The Zoom Studios, Myntra join hands to launch digital fashion reality show". The Economic Times. 24 June 2019. Retrieved 23 October 2019.
  40. ^ "Myntra Fashion Superstar: Top looks from the 3 judges that we are crushing on". Retrieved 23 October 2019.
  41. ^ "Myntra aims to boost engagement on app with first-ever digital fashion reality show 'Fashion Superstar'". Indian Television Dot Com. 11 September 2019. Retrieved 23 October 2019.
  42. ^ Tiwari, Saumya (13 September 2019). "Influencers drive fashion buying, says Myntra-Jabong's Nagaram". Retrieved 23 October 2019.
  43. ^ IANS (30 June 2019). "Sonakshi Sinha to Judge Digital Fashion Reality Show 'Myntra Fashion Superstar'". Retrieved 23 October 2019.
  44. ^ "After Flikpart, online retailer Myntra under ED lens for FEMA breach | ET Telecom". Retrieved 2 March 2016.
  45. ^ "Enforcement Directorates probe on e-comm cos gathers steam". Retrieved 2 March 2016.
  46. ^ "We have no loos, basic facilities, complain Flipkart delivery boys - Times of India". The Times of India. Retrieved 2 March 2016.
  47. ^ "Over 400 Delivery Staff of Flipkart & Myntra Go On Strike. Their Ask? Toilets". NextBigWhat. 31 July 2015. Retrieved 20 October 2020.