Myntra, Jabong to integrate private brand portfolios

By

Maverick Martins

Published
Dec 20, 2016

India’s leading online fashion retailers Myntra and Jabong are integrating their private brand portfolios to revive Jabong's private label business and cut down losses.

All Myntra owned private labels will now be available on Jabong, which already accounts for 20 per cent of Myntra’s business, according to an Economic Times report.

“Jabong has just started selling two of Myntra’s private brands -- Roadster and All About You -- and has received encouraging response. HRX will be the third brand to be sold on Jabong from next month. Eventually, all 12 brands of Myntra will be launched once business gains traction,” said Jabong’s chief business officer, Rahul Taneja.

Taneja said Jabong is also trying to revive its private label business, piggybacking on Myntra’s processes and platform.

It would start with womenswear brand Sangria. The focus on private labels will boost Jabong’s margins and help to cut down its losses.

"Jabong, for the first time, reported an operating profit in October when sales grew 50%. Private brands will be one of the ways we expect to boost profitability, as well as try out various means to induce our existing customers to shop at the platform without any discount,” said Taneja.

Between Jabong and Myntra, there are around 400 brands that overlap on both the platforms. Jabong is now using Flipkart’s logistics arm Ekart for all deliveries, which has increased its efficiency.

“We are leveraging the partnership with Myntra while talking to the brands and will be replicating some of their application features and technologies for Jabong,” said Taneja.

Myntra acquired Jabong for about $70 million in July, pipping bidders such Future Group and Snapdeal.