Myntra strengthens its beauty segment with Amrutam

By

Maverick Martins

Published
Sep 14, 2021

E-commerce major Myntra has strengthened its beauty and personal care portfolio with the addition of the luxury Ayurvedic brand Amrutam to its platform.
 

With this partnership, Myntra will house Amrutam’s range of made in India products in the beauty and personal care space that includes healthcare, skincare, haircare, and other lifestyle products.
 
The association is Amrutam’s first-ever partnership with an established e-commerce vertical and expects it to help it expand its customer base and boost sales across the country.

Commenting on the launch of Amrutam, Ayyappan Rajagopal, chief business officer at Myntra, in a statement said: “Myntra today has emerged as the preferred destination for beauty and personal care products for brands and consumers alike. The launch of Amrutam on our platform offers a strong boost to the premium segment in our Ayurvedic products portfolio, enabling us to cater to our thriving cohort of diverse beauty and personal care shoppers.”
 
On their association with Myntra, Agnim Gupta, principal tech growth at Amrutam, added: “At Amrutam, we have always focused on superior customer experience and hence, reaching a wider audience through a platform that understands and prioritizes customer experience makes us proud to be associated with Myntra."
 
Myntra houses over 600 domestic and international brands in the beauty and personal care segment. It claims to have clocked a triple-digit growth on an average in the last quarter.