Myntra unveils new focus areas: international brands, stylist services, and fitness trackers

By

Isabelle Crossley

Published
Nov 19, 2019

Flipkart’s online fashion business Myntra plans to roll out a series of new features to keep it competitive in India’s growing online fashion business including tracking customers’ fitness levels and local services.

Myntra customers will soon be able to track their fitness on the fashion site with an upcoming feature “Myntra Move”, sources told TNN. The feature is designed to allow the site to recommend products such as activewear to customers based on their fitness level. The products will also be eligible for same-day delivery, the sources said.

The business also plans to launch on-call stylists who will be available to assist customers with their fashion choices as they shop online. The site also plans to shift its focus towards international clothing brands and Indian brands in the bridge-to-luxury and luxury sectors. This could help to set it apart from other online retailers which are concentrating on value fashion. 

By utilising its acquisition of the omni- channel marketplace Pretr in 2018, Myntra will increase its hyper-local services which will allow it to reach a wider customer base, especially in non-metro areas. Myntra will offer same-day delivery to customers by delivering goods to the customer from a local branded store in partnership with Pretr instead of from one of its own warehouses.

Myntra’s parent company Flipkart has merged its other online fashion business Jabong into Myntra to streamline operations. Flipkart was acquired by the US-based retailer Walmart last year.