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Tag: Myntra

  • From Chai Breaks to AI Breaks: How Indian Marketers Are Letting Robots Handle the Hustle

    From Chai Breaks to AI Breaks: How Indian Marketers Are Letting Robots Handle the Hustle

    MUMBAI: There is a huge change happening in India’s digital marketing scene. 73 per cent of marketing teams worldwide now use AI tools for jobs that used to take up 40 per cent of their workday. However, Indian marketers are at a crucial point right now. Most people are not using AI solutions appropriately; therefore, they miss out on smart automation’s life-changing power.

    The Task Delegation Revolution: A Chance Worth Rs 4 Lakh Crore

    The Indian digital marketing business, worth more than Rs 4 lakh crore, is experiencing what experts call “the productivity revolution.” AI tools are no longer just ideas for the future; they are real tools that are changing the way marketing teams work at advertising agencies in Mumbai, IT startups in Bengaluru, and e-commerce giants in Delhi.

    What AI Tools Do Best for Digital Marketers

    Content Scheduling and Localisation: The fashion store Myntra has successfully used AI tools to manage content scheduling in 12 Indian languages. These agents automatically change campaign messages for regional festivals like Durga Puja in Bengal and Onam in Kerala. Their AI systems currently take care of 80 per cent of social media scheduling, allowing creative teams to concentrate on campaign planning.

    Lead Scoring and Customer Segmentation: Bengaluru’s B2B SaaS business Freshworks used AI tools for lead scoring, which led to a 45 per cent increase in conversion rates. The system looks at how Indian businesses act during certain times, such as when they get budget clearances at the end of the fiscal year and when they buy things during festivals.

    A/B Testing at Scale: Paytm, a Delhi-based finance firm, employs AI tools to conduct large-scale A/B tests across diverse demographics. They evaluate everything from colour preferences (green vs. saffron themes around Independence Day) to messages that work for people with different income levels. Their AI-based testing method has increased click-through rates by 35 per cent and cut campaign setup time by 60 per cent.

    Real Numbers of Impact: During the 2024 holiday season, a well-known e-commerce firm based in Mumbai that sells ethnic clothing cut campaign management time by 40 per cent and increased Return on Ad Spend (ROAS) by 25 per cent. The AI tool changed how much to bid on Google Ads and Facebook campaigns on its own, based on changes in demand in real time during the busiest buying times of Diwali.

    The Human-AI Partnership Model: Changing the Roles of Marketers

    The best Indian marketing teams aren’t using AI instead of people; they’re making strong partnerships that use AI’s speed and human inventiveness.

    What People Are Still Best At

    Cultural Intelligence: AI can digest data, but human marketers are better at identifying cultural differences. A Chennai-based agency’s human team recently stopped a big cultural mistake when its AI proposed utilising beef images in a campaign aimed at South Indian vegetarians.

    Strategic Interpretation: AI tools give information, and people give it meaning. During COVID-19, Flipkart’s AI algorithms showed strange purchase habits. Human strategists saw this as a sign that people wanted more home exercise equipment and kitchen appliances, which led to successful pivot campaigns.

    Crisis Management: During the farmer demonstrations in 2024, human marketers at different companies made quick judgments to stop or change advertisements. AI tools couldn’t do this without human help.

    What AI tools Are Good At

    AI tools monitor social media sentiment in regional languages 24 hours a day, seven days a week, and inform human teams about possible problems before they get worse.

    Predictive Analytics: Zomato’s AI tools can predict when people will want more food during cricket matches and immediately change marketing budgets and inventory suggestions.

    Personalisation at Scale: Hotstar, a streaming service, employs AI tools to make content recommendations for 400 million customers, making it feasible to create unique marketing experiences that would be difficult for human teams to handle.

    A 3-Step Process That Works for Implementation Reality Check

    Step 1: Start small and learn quickly

    Start with easy automated chores, such as scheduling social media posts or sending out basic email marketing. Urbanclap, an Indian startup now called Urban Company, started by automating appointment confirmations and then added more complicated customer journey mapping. Many Indian businesses rush through this phase, making AI work poorly, and teams do not want to work.

    Step 2: Smart Scaling

    Add increasingly difficult duties, such as assessing leads and personalising basic content. Nykaa, an e-commerce site, grew by focusing on one group of customers (urban women aged 25–35) before branching out to other groups. Ensure AI knows how Indians shop, like the importance of wedding and festival seasons and regional preferences.

    Step 3: Strategic Integration

    Use AI tools for strategic tasks like optimising campaigns and performing predictive analytics. Swiggy, a big food delivery company, reached this point by adding AI tools to all of its marketing tools, from acquiring new customers to keeping them.

    How to Avoid Common Mistakes

    The Problem: AI tools often have trouble maintaining a consistent brand voice across Indian languages and cultural settings.

    The Answer: Ogilvy India, an advertising agency located in Mumbai, produced thorough brand voice standards in Hindi, English, and regional languages, with examples for distinct cultural settings.

    Worries About Data Privacy

    The Truth: Marketers need to be extra careful about how they use data now that India has a Personal Data Protection Act.

    Best Practice: Use AI solutions that put privacy first and follow local rules while still being useful.

    Risks of Too Much Automation

    Warning Signs: Customer satisfaction generally goes down when all human touchpoints go away.

    Example from India: A luxury firm based in Delhi first automated all of its customer care responses, which led to complaints about how impersonal they were. They were able to employ AI for early responses while making sure that humans handled more complicated questions.

    Important Success Metrics

    Effect on Revenue: There is a direct link between using AI and sales growth.

    Customer Satisfaction: Keeping high NPS scores even while more work is being done by machines
    Market Share Growth: Having better AI implementation gives you a competitive edge.
    Cultural Relevance Score: How well AI keeps a brand relevant in different Indian marketplaces

    Role Change vs. Role Loss

    Changing Roles:
    Digital Marketing Managers → AI Marketing Strategists
    Content Creators → AI Content Managers
    Performance Marketers → AI Performance Boosters

    New Roles:
    Trainers for AI Marketing
    Experts in Cultural AI
    Managers of Human-AI Collaboration
    The Competitive Edge of Being First

    Indian businesses that employ AI tools early are realising big benefits:

    . Cost Efficiency: Marketing operations costs go down by 30 per cent to 50 per cent

    . Market Responsiveness: the ability to quickly adjust to changes in how customers act

    . Scalability: the ability to grow more quickly in India’s many markets

    Looking Ahead: The Future of AI Marketing in India

    AI tools will be very important for marketers in India as the country progresses toward becoming a 5 trillion dollars economy. India has the most varied market in the world. In the next ten years of Indian digital marketing, the organisations that can find the right mix between AI efficiency and human innovation will be the most successful.
    The transformation isn’t about replacing marketers with AI; it’s about giving Indian marketers the tools they need to make ads that are more culturally relevant, effective, and impactful. It’s not a question of whether to use AI tools; it’s a question of how quickly and effectively you can do it while still keeping the personal touch that Indian customers love.

    The future of Indian marketers belongs to those who can successfully use artificial intelligence and human understanding to create marketing experiences that appeal to a wide range of people and achieve measurable business goals.

    The writer is a digital marketing specialist with extensive experience using AI in Indian markets. His company, C Com Digital, has worked with top companies to successfully add AI tools to their marketing operations while still remaining culturally relevant and connecting with people.    By Chandan Bagwe – Founder/Director of C Com Digital 

  • Indulekha enters serum space with Ayurvedic boost to scalp care

    Indulekha enters serum space with Ayurvedic boost to scalp care

     MUMBAI: Goodbye greasy hair days, hello Ayurvedic innovation. Indulekha, the beloved Ayurvedic haircare brand known for its iconic oils, is switching gears and swapping textures with the launch of two all-new, non-oily, clinically proven scalp serums designed to treat hair fall and dandruff with precision, potency and a whole lot of heritage.

    The two launches, Indulekha Bringha Hair Growth Treatment Scalp Serum and Indulekha Svetakutaja Dandruff Treatment Scalp Serum mark the brand’s first foray into the serum space, a bold move that blends ancient Ayurvedic science with the ease and elegance of modern-day skincare formats.

    According to a 2024 independent clinical study, the Bringha Hair Growth Treatment Scalp Serum helps grow 11,000 new hairs in just three months. Packed with a 4.6 per cent Bringha+ complex featuring Brahmi, Amla, Aloe, Pudina and more, this serum tackles oxidative stress and thinning hair by nourishing the scalp at its roots using traditional Arka and Kashayam Vidhi techniques.

    Not to be outdone, the Svetakutaja Dandruff Treatment Scalp Serum is proven to tackle recurring dandruff within just two weeks, according to a 2023 clinical study. Its 1.7 per cent Svetakutaja+ complex includes Lemongrass, Orange, Pudhina and Neem all formulated to banish flakes, soothe itchiness, and restore scalp barrier health.

    “This isn’t just a format shift, it’s a mindset shift,” said Hindustan Unilever VP hair care Sairam Subramanian. “While Indulekha Oil continues to be a go-to for millions, serums offer a compelling new way for our consumers to experience everyday Ayurvedic efficacy without the mess.”

    Visually too, the brand is shaking things up. The new serums arrive in sleek, premium packaging, a sign that Indulekha’s moving confidently into its next chapter. Still rooted in Ayurvedic authenticity, the bottles are all business on the outside, and all botanicals on the inside.

    Available on Amazon, Myntra and Nykaa, Indulekha’s serums signal a fresh era in Ayurvedic haircare, one that’s lighter on texture, but heavy on results.

  • Dreamwear gets a glow up as Ammarzo hits Myntra in style

    Dreamwear gets a glow up as Ammarzo hits Myntra in style

    When it comes to beauty sleep, Ammarzo believes the dream begins before your eyes shut. The luxury sleepwear label, founded by actor-entrepreneur Chahatt Khanna, has officially launched on Myntra, bringing its signature blend of elegance, comfort, and quiet sensuality to bedrooms across India. Think sculpted silhouettes, wisps of lace, and fabrics that whisper you deserve this.

    The debut collection is anything but sleepy offering standouts like the ethereal Lace Robe, the flirty Babydoll & Shorts Set, and the elegant Slip Dress designed to make women feel divine even on a Tuesday night. With price tags that deliver indulgence without intimidation, Ammarzo hits the sweet spot between self-care and soft power.

    “For me, it was never just about fabric,” said Ammarzo founder & CMD, Chahatt Khanna. “It’s about how a woman feels in that fabric. This launch is about creating pieces that wrap you in confidence and femininity even when no one’s watching.”

    More than fashion, the label is threading a shift in mindset. Ammarzo’s arrival on Myntra underscores a growing appetite for innerwear that isn’t merely functional but empowering, intimate, and in sync with a woman’s evolving sense of self. Each piece captures what the brand calls “cinematic minimalism” sunlight on skin, linen blinds, and a glass of wine that says I’ve earned this.

    With over 50 million active users, Myntra gives Ammarzo the perfect pillow to rest its ambitions on offering national visibility while staying true to its central credo: that softness and strength can absolutely sleep in the same bed.

    So, here’s your sign to ditch that old tee and slip into something more you. Because nightwear, as Ammarzo proves, isn’t just what you wear to bed, it’s how you carry yourself before the dreams begin.

  • YouTube India taps Gunjan Soni to drive next phase of growth

    YouTube India taps Gunjan Soni to drive next phase of growth

    MUMBAI: YouTube has picked a heavyweight to steer its India ambitions. Gunjan Soni, the former Zalora chief executive and Myntra marketing whiz, has been named country managing director, YouTube India — in a move that underlines the platform’s laser focus on India’s booming creator economy.

    Announcing the appointment, YouTube Asia Pacific vice-president and managing director Gautam Anand  hailed India as one of YouTube’s “most vibrant and crucial markets”, adding that Soni’s arrival signals an even stronger commitment to creators, users, and India’s digital future.

    With over two decades of leadership experience across e-commerce, tech, consulting, and media, Soni brings heavyweight credentials. Her CV reads like a greatest hits album: she led the turnaround of Jabong under Myntra, turbocharged Zalora’s regional expansion in southeast Asia, helped launch Hotstar at Star India, and pioneered data-led marketing at McKinsey.

    Fortune 40 under 40 honouree and board member at CBRE group, Soni is no stranger to building brands at scale — nor to nurturing ecosystems where creativity and commerce collide.

    Now based in Mumbai, Soni’s new playbook for YouTube India is packed with ambition: strengthening the creator economy, expanding shopping and video commerce, growing shorts and connected TV, and deepening user engagement across generations. In her own words, the goal is to “unlock intuitive, innovative formats” that empower Indian storytellers — from school kids shooting shorts to grandparents binge-watching devotional channels.

    “As a family of enthusiastic YouTube users ourselves — from my seven-year-old nephew to my 70-something mother — I’m truly excited to lead a platform that touches lives across generations,” said Soni in a spirited note to the community.

  • Manuj Arora appointed director, ads at Myntra

    Manuj Arora appointed director, ads at Myntra

    MUMBAI: Manuj Arora has taken on the role of director at Myntra. He moves into this position after nearly seven years with the online fashion retailer, where he previously held the titles of deputy director from April 2020 and associate director for three years starting in April 2022. During his time as associate director, his responsibilities included leading the gift card and strategic alliances businesses, as well as overseeing approximately 50 per cent of Myntra’s advertising business across various product categories.

    Prior to joining Myntra, Arora served as a manager at Sony Pictures Networks India (SPN) for two years. His experience also includes a role as associate group head at Reliance Broadcast Network, where he focused on business development through advertising sales and integrated marketing solutions. Earlier in his career, he held positions at Zee Media Corp Ltd (DNA) as an assistant manager in sales and at Colgate Palmolive in customer development.

    In his new role as director at Myntra, Arora will be responsible for Myntra ads, brand partnerships, strategic alliances, and gift cards.

  • The Bear House hares into physical retail with Rs 50 crore fund infusion

    The Bear House hares into physical retail with Rs 50 crore fund infusion

    MUMBAI: The Bear House, a Bengaluru-based contemporary menswear brand, has secured Rs 50 crore in Series A funding led by JM Financial India Growth Fund III, as it prepares to claw its way deeper into India’s competitive fashion landscape.

    The sartorial upstart, which has built its reputation on “elevated core” menswear for young professionals who need versatile attire that transitions seamlessly from boardroom battles to evening revelry, plans to use the investment to expand its brick-and-mortar presence, shore up working capital, and beef up marketing efforts.

    Having conquered the digital sphere through its own website and major fashion marketplaces including Myntra, Ajio, Flipkart and Nykaa, The Bear House recently opened its first physical outpost in Bengaluru last month. With fresh capital now in its coffers, the brand aims to unleash approximately 20 additional stores across India over the next two years.

    “We are optimistic about the growth of India’s online branded apparel market, especially in the men’s business-casual segment,” said JM Financial managing director, private equity Siddharth Kothari. “The Bear House has demonstrated impressive growth by leveraging its unique design sensibilities and direct-to-consumer strategy to build a loyal customer following.”

    For a company that has thus far ruled exclusively in the digital realm, the push into physical retail represents a significant evolution in its growth strategy. Founded in 2017, the brand has cultivated a reputation for chic, uncluttered designs catering to urban professionals who want to look sharp without appearing trussed up.

    “This growth capital infusion will help us accelerate our expansion plans and strengthen our brand’s presence,” said The Bear House  co-founder Harsh Somaiya. “As we scale our offline footprint and invest in brand-building, we remain focused on staying true to our design philosophy.”

    Perhaps most impressive is that The Bear House has managed to build a Rs 150 crore+ online brand while remaining bootstrapped and profitable—no small feat in an industry where red ink often flows as freely as champagne at a fashion week after-party.

    Dexter Capital served as the exclusive advisor on the transaction, with its investment arm, Dexter Ventures, also participating in the funding round.

    “Today’s young professional consumer is looking for a stylish persona at work and outside without compromising with comfort,” noted  Dexter Ventures general partner Anuradha Agrawal, adding that the company’s success stemmed from Somaiya’s manufacturing expertise paired with his co-founder Tanvi’s design skills.

  • Shoaib Akhtar fires back at Virender Sehwag with witty dig in Myntra Fwd banter

    Shoaib Akhtar fires back at Virender Sehwag with witty dig in Myntra Fwd banter

    MUMBAI: Former Pakistani speedster Shoaib Akhtar has reignited his cheeky rivalry with Virender Sehwag in a hilariously sharp Instagram reel that’s got social media buzzing.

    The video, a response to Myntra Fwd’s latest campaign featuring Sehwag, sees Akhtar mockingly rolling his eyes at the Indian opener’s relentless mention of his famous triple century. With a mischievous grin, Akhtar suggests Sehwag deserves a Guinness World Record for bringing it up so frequently.

    Not one to be outdone, Akhtar throws in a playful reminder of his own legacy the record for the fastest delivery in cricket history adding a dash of swagger to the friendly jab.

    The reel, packed with Akhtar’s signature humour, has quickly gained traction, drawing reactions from cricket fans and celebrities alike. The lighthearted exchange between the two legends has once again proven their on-field rivalry still makes for top-tier entertainment.

     

     

  • Farah Khan and Sufi Motiwala add a festive twist to fashion in Myntra’s Iftar campaign

    Farah Khan and Sufi Motiwala add a festive twist to fashion in Myntra’s Iftar campaign

    MUMBAI: Myntra has unveiled its latest campaign, Jashn-e-Iftar, turning a fashion duel into a festive extravaganza. The campaign stars film choreographer Farah Khan and fashion critic Sufi Motiwala in a lively qawwali showdown, bringing together humour, style, and the spirit of celebration.

    Set against the backdrop of an elegant Iftar gathering, the film opens with Sufi taking the stage, dishing out his signature sharp-witted fashion critiques. Just as he delivers his verdict, Farah steps in, playfully countering him with her own qawwali-style verses. What begins as a battle of wits soon transforms into a joyful celebration of personal style, highlighting the fun and freedom of festive dressing.

    Myntra director of brand & digital marketing Abhishek Gour shared, “Festivals are all about expressing yourself with confidence, and this campaign captures that essence perfectly. With our extensive range of ethnic wear, luxury gifts, and home décor, we make it easy for everyone to embrace the festive spirit in style.”

    Farah added, “Festivals bring people together, and what better way to celebrate than with fashion and fun? This campaign perfectly captures the joy of dressing up, making a statement, and creating memories.”

    Sufi remarked, “Fashion is meant to be expressive and bold. This campaign flips the script on my usual critiques, making it a playful and entertaining celebration of personal style. Working with Farah was an absolute delight.” 
    The creative minds at toaster India brought the campaign to life, with chief creative officer Ira G describing the concept as a beautiful blend of banter and tradition.

    The campaign showcases Myntra’s curated selection of ethnic fashion, luxurious gifting options, and elegant home décor, making it the go-to destination for festive shopping this season.

     

     

  • Gosats and Flipkart partner to enable supercoins-to-sats swaps

    Gosats and Flipkart partner to enable supercoins-to-sats swaps

    MUMBAI: Indian asset-based rewards platform Gosats has announced a strategic partnership with e-commerce giant Flipkart, enabling users to swap supercoins for sats, digital gold, and vice versa. The exchanged sats can be used for voucher purchases, utility payments, and UPI merchant transactions, while supercoins can be redeemed for discounts and purchases on Flipkart. Additionally, users can utilise supercoins for up to Rs 200 off on the purchase of the Gosats elite card.

    The collaboration allows users to select the number of Flipkart supercoins they wish to convert into sats, with each supercoin valued at Rs 1. A minimum of 10 supercoins is required for conversion. Users can redeem 200 supercoins to obtain the elite card for premium benefits, while sats worth Rs 500 can be exchanged for 500 supercoins to be used on Flipkart.

    This development follows Gosats surpassing one million users in India, driven by recent feature launches such as BBPS and Satspay. The platform now processes over 2,000 BBPS transactions daily via the Gosats elite card, reinforcing its commitment to revolutionising digital finance in India.

    Gosats co-founder & CEO, Mohammed Roshan stated, “India’s digital finance ecosystem is still evolving, and our mission is to drive this transformation by integrating sats and digital gold. The elite card uniquely positions us to help users transition to digital finance, turning transactions into passive investment opportunities and enabling them to spend their digital wealth more effectively. Our collaboration with Flipkart supercoins will allow users to not only swap their supercoins for sats but also make purchases virtually cost-free—an innovation we aim to pioneer in the country.”

    This partnership marks a significant milestone for Indian consumers who use the Gosats app for bill payments, including electricity, Fastag, and postpaid recharges, alongside e-commerce transactions on platforms like Flipkart and Myntra. Unlike supercoins, which have limited validity, sats offer lifetime value, providing users with a novel means to manage their digital assets.

    Looking ahead, Gosats aims to double its user base by 2025, aligning with the Indian government’s Digital India initiative and further contributing to the nation’s digital financial transformation.

  • Myntra launches Mynshakti to support Women entrepreneurs in e-commerce

    Myntra launches Mynshakti to support Women entrepreneurs in e-commerce

    MUMBAI : As International Women’s day approaches, Myntra has launched ‘Mynshakti’, a dedicated programme aimed at supporting women entrepreneurs in the e-commerce sector. The initiative seeks to equip women-led businesses in fashion, beauty, and home categories with essential resources, mentorship, and operational guidance to help them scale.

    In its pilot phase, ‘Mynshakti’ will onboard around 100 women sellers, offering personalised support for seamless integration into Myntra’s platform. Participants will gain access to training on catalogue optimisation, pricing strategies, and marketing insights, along with expert-led webinars on business growth and platform navigation.

    The initiative builds on Myntra’s ‘Shecommerce’ programme, launched in August 2024, which has already fostered a thriving community of over 6,000 women entrepreneurs. Shecommerce has facilitated industry discussions, mentorship programmes, and career-building opportunities, particularly targeting women in tier two and three cities.

    Myntra chief human resources officer Govindraj MK described ‘Mynshakti’ as a natural extension of these efforts, aimed at fostering financial independence and entrepreneurial growth among women in e-commerce.

    With initiatives like ‘Mynshakti’ and ‘Shecommerce, Myntra continues its focus on bridging gender gaps and creating opportunities for women-led businesses in India’s digital marketplace.