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Tag: Myntra

  • Upstox onboards Harish Narayanan as chief growth officer

    Upstox onboards Harish Narayanan as chief growth officer

    Mumbai: Investment platform Upstox has announced the addition of three senior executives to its leadership team. The company has appointed former Myntra CMO Harish Narayanan as chief growth officer, Saurabh Agarwal as vice president – new initiatives, and Jayant Chauhan as senior vice president – finance.

    “It gives us great pleasure to welcome Harish, Saurabh, and Jayant to Upstox’s leadership team,” said Upstox co-founder and CEO Ravi Kumar. “They bring with them immense experience and expertise. I’m confident that with them onboard, we will succeed in our endeavor to take Upstox’s products and services to the next level and fulfill our drive of encouraging equity participation across the nation.”

    Harish Narayanan will be responsible for driving full-funnel business growth, marketing, operational excellence, and strategic collaborations. Prior to joining Upstox, Narayanan served as the chief marketing officer at Myntra for almost three years before stepping down from the e-commerce marketplace in November 2021. He was responsible for all aspects of marketing and was also leading the brand solutions and creative teams as part of his responsibilities at Myntra.

  • Achint Setia named marketing & social comm business head at Myntra

    Achint Setia named marketing & social comm business head at Myntra

    Mumbai: Flipkart-owned fashion e-commerce platform Myntra has promoted Achint Setia to the position of marketing and social commerce business head. He was previously the VP and business head – social commerce at the fashion portal.

    In his new role, Setia will be responsible for building Myntra brand, loyalty program (Insider), user growth, content-led commerce, and Live commerce businesses.

    “Starting another new chapter at Myntra helping people look good and feel good! Thanks to my teams, mentors and well wishers,” Setia said in a LinkedIn post, announcing his new role.

    Setia is a business building expertise in consumer tech and media with cross-functional experience across marketing, operations, strategy, content, product development, and analytics.

    He joined Myntra as VP of marketing in 2018 and led brand, sale events, digital and performance marketing in that role. He conceptualised, launched and scaled the Myntra loyalty programme (Insider) and the venture into content to commerce play (Myntra Studio).

    Before joining Myntra, he worked with companies like McKinsey & Co, Microsoft R&D, and Viacom18 Media.  

  • Hrithik Roshan finds reasons to shop in Myntra’s ‘End of Reason Sale’ campaign

    Hrithik Roshan finds reasons to shop in Myntra’s ‘End of Reason Sale’ campaign

    Mumbai: Myntra has launched a marketing campaign ahead of the fifteenth edition of its flagship, ‘End of Reason Sale’ (EORS), scheduled to be held between 18 to 23 December. The tagline for the campaign ‘Ab Har Koi Reason Chalega!’ sums up the proposition of the event, while urging consumers to shop with just a reason, however silly the reasons might be.  

    Conceptualised by Brave New World, Myntra will be launching 15-second ad films, starring an existing band of celebrity ambassadors, such as Hrithik Roshan, Dulquer, Simbu, Vijay, Kiara Advani, Disha Patani, and Samantha.

    The storyboards of the ad films conform to the tagline ‘Ab Har Koi Reason Chalega!’ with the ‘Reason to shop’ taking centre stage in the ad films, viewers can witness their favourite celebrities making up reasons to shop on Myntra. Hrithik for instance, uses his new hairdo as an excuse or reason to shop, Samantha uses an unknown holiday destination and installing a new mirror as reasons enough to shop, it pains Bhuvan to witness two of his wardrobe hangers without any clothes and he decides to shop to have them occupied. Bhuvan also stars in an ad film where he chooses to shop for colours that he thinks his pet dog can identify and appreciate. Thus, the ad films use reasons, small and big, as examples to induce shopping among viewers, ahead of EORS-15, with quirky thematic storytelling helmed by its celebrity ambassadors.

    In order to drive buzz and salience for the property, Hrithik, Kiara lead the Hindi TVC’s, and Dulquer, Simbu, Vijay, and Samantha add a touch of southern flavour to their respective scripts. The films will be streamed across multiple leading TV channels, social and digital platforms.

    While Hrithik will be seen on TVCs and digital ad films promoting the men’s apparel category, kids and footwear categories, Vijay, Dulquer and Simbu will promote the men’s fashion category in regional edits. Kiara will front Women’s western wear, Disha will lead the beauty and personal care category, while Samantha will lead Women’s ethnic wear as well as accessories. 

    “Our marketing campaign for the upcoming edition of EORS has been developed keeping in mind the new-age lifestyle consumers who are both fashion-conscious and social media savvy,” said Myntra vice president Achint Seti. “This has prompted us to focus extensively on our social commerce platform, including M-Live to engage with our audiences at scale through their favourite celebrities and influencers.”

    “Apart from this, our TV ad campaigns with celebrities, help us reach every part of the country and demography, with the central message of the campaign, that urges shoppers to have a reason to shop, no matter how silly, captured effectively in the ad. This is one of the biggest marketing campaigns that we have put up for EORS and we are expecting to reach ~200 million people,” he further said.

    The brand recently forayed into social commerce at scale, by launching M-Live which enables a real-time video-enabled, interactive shopping experience, guided by influencers and experts. EORS-15 will witness M-Lives with celebrities and influencers on Myntra-Studio alongside a heightened influencer engagement program at Myntra across all social media channels.

  • Myntra forays into social commerce with ‘M-Live’ platform

    Myntra forays into social commerce with ‘M-Live’ platform

    Mumbai: Myntra has announced its foray into influencer-driven social commerce at scale, to cater to the evolving content consumption patterns and shopping preferences of consumers. As a part of this launch the Flipkart-owned online fashion store also unveiled M-Live, becoming one of the major ecommerce platforms in the country to adopt the interactive, and real-time live shopping model.

    With the launch of its social commerce charter, Myntra is looking to transform the way consumers shop by bridging the gap between inspiration and commerce while bringing both under one single platform, said the brand in a statement.

    “With Myntra Fashion Superstar, Myntra Studio, and now M-Live, an immersive live video shopping experience, we are heralding a new age in fashion and beauty, making big strides in the social commerce landscape, with our path-breaking tech-pivoted solutions,’ said Myntra social commerce VP and business head Achint Setia. “At the heart of our social commerce initiative, is our desire to offer unparalleled content-led shopping formats to our customers, while harnessing the power of the creator ecosystem and technology.”

    “Built for today’s consumers who are gradually progressing from text-based or catalogue-based shopping to influencer-guided interactive experiences, the charter also offers brands an avenue to build salience with a highly engaged fashion-forward customer base, for new launches, collaborations, and showcase hero products along with a host of other benefits,” he added further.

    The social platforms today are considered to drive nearly 70 per cent of purchase decisions for fashion-forward consumers with fashion and beauty being the most popular categories in the social commerce realm as per industry reports. Pivoted on community, connection, and trust, Myntra believes that as the future of shopping, its social commerce charter is likely to play an important role in defining the way its customers shop.

    Myntra’s social commerce business has three distinct propositions that aim to add composite value to consumers, creators, and brands alike: Myntra Fashion Superstar, Myntra Studio, and now M-Live.

    M-Live aims to facilitate a real-time engagement between consumers and brands by allowing influencers and experts to host live video sessions of product and styling concepts curated by them, on the Myntra app, enabling viewers to shop instantly, said the brand.

    Users can enter these live events through the Studio section of the Myntra app, which are quite similar to Instagram Live sessions. One can post questions, share their feedback, see other comments and also follow the creator hosting the livestream. Additionally, there is a dedicated product tray at the bottom of the screen which would display all the products that are being showcased by the influencer. A user can tap on any product to add it to his/ her wishlist or purchase them by placing orders without leaving the livestream. Myntra Studio currently engages about 20 per cent of Myntra’s monthly active user base and the brand expects this to grow to 50 per cent in the next three-four years.

    With its foray into social commerce, Myntra is set to create a new eco-system for consumer-influencer engagement by providing the necessary turf for influencers to engage with and acquire new followers under one roof. The influencers would also get the opportunity to partner with leading Indian and global lifestyle brands, said the statement.

  • Myntra CMO Harish Narayanan moves on

    Myntra CMO Harish Narayanan moves on

    Mumbai: Fashion marketplace Myntra’s chief marketing officer (CMO) Harish Narayanan has decided to move on from the company. Narayanan’s exit was made official by the company on Sunday.

    An experienced marketing official with over 16 years of experience, he led three teams at the fashion marketplace, which included marketing, brand partnerships, and design. Post his exit from Myntra, he will be working in the booming ed-tech space, as per reports.

    Narayanan will be with the company till January 2020. 

    Myntra’s chief financial officer Ramesh Bafna is another top executive who will exit the company in January. The company parent’s Flipkart’s group chief financial officer Sriram Venkatraman will be filling in and will act as Myntra’s interim CFO.

    The announcement comes days after Myntra appointed its new CEO Nandita Sinha, effective 1 January 2022. Sinha will join Myntra from group company Flipkart, where, as vice president of customer growth and marketing, she is currently leading the overall charter for marketing.

  • Nandita Sinha to take charge as new Myntra CEO

    Nandita Sinha to take charge as new Myntra CEO

    Mumbai: Online fashion retailer Myntra has announced the appointment of Nandita Sinha as chief executive officer, effective 1 January 2022. Sinha will join Myntra from group company Flipkart, where, as vice president of customer growth and marketing, she is currently leading the overall charter for marketing.

    As a seasoned leader in the consumer internet space, Sinha has deep expertise in leading businesses and driving tech-pivoted growth and innovation. During her nearly eight-year stint at Flipkart, she has worked across multiple roles and categories, including beauty & personal care, books and general merchandise, home and furniture and has built a strong organisation, grooming several future leaders with her exemplary people skills, said the company in a statement.

    “Myntra is integral to the group as an organisation that leads the charter on fashion, beauty and lifestyle, solving the dynamic needs of the modern fashion-conscious consumer,” said Flipkart Group CEO Kalyan Krishnamurthy. “As the forerunner of several innovations and unique consumer experiences, our aspirations continue to grow for Myntra as a separate company. I am certain that with her strong background in driving businesses and an acute focus on customer-centricity, Nandita (Sinha) will be instrumental in defining the next phase of Myntra’s evolution as its CEO.”

    Sinha joined Flipkart in August 2013 after stints in Hindustan Unilever Ltd and Britannia Industries Ltd. Before joining Flipkart, she was the co-founder at MyBabyCart.com. She holds an MBA in marketing and strategy from FMS Delhi and is a BTech Graduate from IIT BHU.
    “I am very excited about my new role and look forward to the opportunity of driving Myntra’s vision of democratising fashion further while working with a very talented team at Myntra,” said Sinha on her new role.

  • Myntra and Voot partner to bring Myntra Fashion Superstar Season 3

    Myntra and Voot partner to bring Myntra Fashion Superstar Season 3

    Mumbai: Myntra and video streaming platform Voot have come together to launch Myntra Fashion Superstar Season three exclusively on Myntra Studio on the Myntra App and Voot starting 11 November.

    The show will provide an opportunity to fashion enthusiasts across the country to showcase their creative prowess. Centered on the theme #MFSIWearMyStory, the new season will showcase the hunt to find India’s next big fashion influencer and leverage the synergy between iconic fashion trends and social media. 

    The show will witness several budding and established fashion, lifestyle, and beauty influencers battle it out based on their inherent talent, individual expression, and powerful engagement. The episodes have also been designed to highlight Myntra’s thriving influencer engagement channel such as Myntra Studio, the platform said on Thursday.

    Myntra VP and business head – social commerce Achint Setia said, “This edition will focus on shaping mindsets around celebrating unfiltered, and real conversations alongside the most relevant and credible voices. Our partnership with Voot will enable us to attract the highly engaged viewer base of Voot and expand the pool of fans for the show. We are also thrilled about Myntra’s proprietary technology allowing viewers to not just watch the show but also interact live with the contestants and the judges, as well as shop all the looks of the influencers (contestants) via Myntra Studio on the Myntra app.”

    In addition to the launch of Season three of MFS, 11 November will also witness Myntra Studio offer India’s largest assortment of shoppable looks handpicked by sought-after fashion and beauty influencers sharing the latest styling trends and hacks, added Setia.

    Viacom18 Digital Ventures head-AVOD (Voot) Chanpreet Arora said, “We respect the commitment that they (Myntra) has shown towards accepting and being a part of the pop culture community. While Myntra is the leader for young fashion, it’s great to see them actively adopting the pop culture trend. Voot is the leader for creating content for the youth and always being the youth whisperer. As a brand that strongly resonates with the youth, our association with Myntra will allow us to leverage our combined strengths to ensure the show achieves significant reach and scale.” 

  • ‘Hyperlocal’ is the latest buzzword for E-commerce sites

    ‘Hyperlocal’ is the latest buzzword for E-commerce sites

    MUMBAI: The Great Indian Festive sales have gotten underway with every e-commerce platform launching its biggest annual blockbuster sale campaign. The growth in internet users, reduction in data prices, and changing consumer behaviour fuelled by the pandemic have spurred the evolution of online retail to go beyond the metros and tier-1 towns. The rapid growth of Bharat online is re-shaping India’s e-commerce landscape like never before with ‘hyperlocal’ being the new buzzword.

    India’s e-commerce market is estimated to record sales worth $ 55 billion during 2021 with the addition of 40 million new online shoppers, as per a recent Indian Retail Industry Report. The number of online shoppers for 2021 is estimated to reach 190 million compared to 150 million in 2020. India is poised to become the third-largest online retail market by 2030 after the US and China with an annual Gross Merchandise Value (GMV) of S$ 350 billion. This changing e-comm landscape is largely driven by hitherto underpenetrated regions in the country, alongside the emergence and growth of multiple e-commerce platforms and D2C (direct-to-consumer) start-ups catering to these lesser explored segments.

    The growing popularity of online shopping has led the e-commerce players to further expand their consumer base into the country’s villages and towns, in time for the busy festive season. Online marketplaces have been localising various offerings in the areas of regional language, Voice, and Video in a bid to break the language barrier and make e-commerce more accessible and convenient for customers pan India.

    E-commerce giant, Amazon India announced that its website will now be available in Marathi and Bengali in addition to Hindi, English, Kannada, Malayalam, Tamil, and Telugu. The e-tailer plans to expand its regional language offering further with the launch of a voice shopping experience in Hindi. “Our aim is to make e-commerce accessible, relevant and convenient for customers. Every month, tens of millions of customers visit Amazon.in in regional languages and 90 per cent of the customers are from tier-2 and below cities,” said Amazon India director- customer experience & marketing Kishore Thota.

    Snapdeal too announced the expansion of its call center capabilities to speak to users in eight Indian languages, making customer support services available in additional local languages. “The pandemic has accelerated the adoption of digital channels, and today people in smaller cities are now purchasing items such as everyday fashion, home decor, kitchenware, and other items online. And as more and more people gravitate towards e-commerce, they will increasingly expect customer services to be in their languages,” said a Snapdeal spokesperson.

    Marketplaces like Amazon and Flipkart are leading the hyperlocal agenda by increasing Bharat’s presence into newer as well as niche markets, said WATConsult managing partner Sahil Shah. “E-tailers who are into mass-market products have shifted gears since the pandemic. There is a clear plan to capture the new India that comes from various parts of the country, using the most localised form of experiences that one can create,” he noted.

    While events like Big Billion Days and special sales on Independence Day and Republic Day offering were organised earlier too, it is only now that India’s e-tailers have sensed an opportunity in regional festivals like Ganesh Chaturthi or Onam to propel sales in different states.

    “E-commerce players are shifting focus to regional activations and are offering region-specific deals as people tend to shop more ahead of their own festivals. To achieve maximum penetration, e-tailers are using vernacular communication channels and deploying social media influencers popular in specific states or regions to promote such events,” said ClanConnect CEO and co-founder Sagar Pushp.

    The changes have become more pronounced since the outbreak of the COVID-19. There has been a three-fold rise in the number of influencers being engaged by e-tailers to promote their sale events through personalised messaging.

    With the Pujo and Navratri celebration underway, and Dusshera and Diwali just around the corner, lifestyle and fashion e-tailers like Myntra, Ajio, Meesho, Purplle have launched campaigns with distinctive regional flavour and feel in multiple vernacular languages. These shopping marts are trying to outdo one another in grabbing eyeballs and finger clicks onto their platforms with special offers & Pujo Makeup Guides and, exclusive launches, and cash-back schemes for their customers. E-tailers are leaving no stone unturned to increase their brand awareness through creative ad spend. After a brief lull in the April-June quarter, they are going all out to redefine KPIs and cater to the newly emerging consumer segments.

    “In terms of marketing spends, we have seen a shift of 20-30 per cent budget being allocated to regional campaigns compared to last year. Focus has moved from generic creatives to specific ones in various vernacular languages to garner more sign-ups,” said cashback and coupons app, CashKaro co-founder Swati Bhargava. Celebrities and brand ambassadors are also picked carefully, with a heightened focus on regional audiences. There also has been a 3x rise in influencer-led digital promotions.

    CashKaro has implemented measures like device-level and language-based targeting after studying the data from Tier-2 to Tier-6 cities, from where 45-50 per cent sale is expected. “At CashKaro, for instance, the activation rates for Tier-2 and beyond have shot up by 40 per cent because of integrating regionally popular creators into the pipeline. The organic impact has been massive as we’ve seen an 8x jump in our traffic during this sale time compared to last year,” shared Bhargava.

    The rise of micro and macro influencers from small towns has come into the spotlight over the last year, as people looked for somebody they could relate to. To leverage this want, many e-tailers have implemented activation of regional celebrities and influencers to acquire more users.

    Myntra’s celeb-heavy campaign features brand ambassadors with a massive regional following like Vijay Deverakonda, Dulquer Salmaan, Mallika Dua, Konkona Sen Sharma and Samantha Akkineni, in addition to those with a national following like Hrithik Roshan, Disha Patani and Kiara Advani. These stars will be seen in region-specific engagements through various content formats such as reels, videos, and stories. Apart from this, over 100 high-impact celebrities and influencers with heavy local presence from the worlds of Bollywood, OTT, reality TV, and digital will drive awareness through pre-buzz and event days for the e-tailer. Other Fashion e-sites like Ajio too have launched campaigns featuring a plethora of celebrities with each of the films voiced in a different regional language, targeting a particular zone across the country.

    Meesho released its latest TVCs which will be aired on major regional TV networks, such as SunTV, VijayTV, Gemini TV, AsiaNet, UdayaTV, TV9, and ETV, in addition to YouTube, and OTT platforms in Hindi, Tamil, Telugu, Kannada, and Malayalam, in order to reach deeper into the Tier 2+ markets. The etailer also plans to leverage regional content creators on multiple alternate channels like – Sharechat, Moj, MX TakaTak, and other favoured content channels for the target group.

    Purplle has also rolled out a 360-degree campaign across Television, Print, Digital, and Social Media channels which will see over 3000 regional influencers participating in a bid to reach out beyond metros to the tier 2, 3 towns.

    “From onboarding regional influencers who create content in local languages to adaptations of the videos and even static content in local languages, we have personalised offers to drive traffic from these locations,” said digital-first agency Lyxel&Flamingo co-founder and COO Shreyansh Bhandari, adding that the agency also maps traffic and revenue from these new towns. “Across campaigns, we have seen the View through rates, CTRs (click-through rates) have been much better when we have localised content for the TG.”

    Brands that were only focused on Tier-1 cities are now seeing exponential growth from smaller towns. What digital has been able to do so well is to provide them access to great content in their language. The confidence of creators, publishers, and OTT platforms is only increasing to keep investing and producing content for them.

    “Digital and e-commerce in the last decade were about India– its urban, English-speaking audience. However, this decade is all about Bharat– it’s rural, small-town audiences who prefer to consume content in a language that is native to them,” added Bhandari.

  • Myntra promotes ‘Big Fashion Festival’ with celeb, influencer-heavy campaign

    Myntra promotes ‘Big Fashion Festival’ with celeb, influencer-heavy campaign

    Mumbai: Ahead of its ‘Big Fashion Festival’ (BFF) slated between 3 and 10 October, fashion e-tailer Myntra has rolled out a 360-degree marketing campaign aimed at strengthening its position as India’s ‘fashion expert’ and the go-to destination for festive fashion shopping. The campaign called ‘Tyohar Ki Fashion Shopping, Only With India’s Fashion Expert,’ aims to reach both existing and new customers, with a heightened focus on regional audiences, to inform them about the brand’s offerings for the festive period and BFF in particular.

    The celeb-heavy campaign featuring brand ambassadors Hrithik Roshan, Vijay Deverakonda, Dulquer Salmaan, Silambarasan, Kiara Advani, Samantha Akkineni, and Disha Patani in 15-second ad films is currently live across multiple TV channels, OTT, social and digital platforms. In addition to the brand’s official ambassadors, other stars such Vaani Kapoor, Yami Gautam, Mallika Dua and Konkona Sen Sharma will be seen in region-specific engagements through various content formats such as reels, videos, and stories.

    Over 100 high-impact celebrities and influencers from the worlds of Bollywood, OTT, reality TV, and digital will drive awareness through pre-buzz and event days while highlighting the fashion ranges and occasion wear among their fans and followers. With the current edition of BFF coinciding with the T-20 series, Myntra has collaborated with CSK and RCB to amplify the reach and engagement of the campaign.

    “The festive season is the most-awaited time of the year, and festive shopping plays a pivotal role in elevating the celebration spirit,” said Myntra CMO Harish Narayanan.”With the current edition of our BFF being our largest-ever edition in terms of brands, selection and offers, we have created a robust 360-degree campaign that not only highlights our proposition but also reaches every cohort of shoppers, with equal focus on those celebrating regional festivals.”

    “We have not only increased presence by targeting leading social, digital and electronic platforms, but also the frequency, to boost top-of-mind recall among various age groups, across the country,” Narayanan further said.

    The ‘early access’ happening between 1 and 2 October will provide special offers and benefits to members of Myntra’s loyalty program ‘Myntra Insider’ who can also avail of free shipping for six months until February 2022, and insider-exclusive value offers from over 150 brands. The ‘insiders’ will also have access to gift vouchers from some of the leading brands, said Myntra in a statement.

    The ‘Play & Earn’ feature will allow users to play games and redeem their stars to get attractive rewards. There’s also an array of benefits for first-time users of the platform. Myntra will also use in-app promotions to communicate deals, prices, and details of various benefits over the course of the next few days, it added.

  • Discovery India launches premium clothing line with Myntra

    Discovery India launches premium clothing line with Myntra

    Mumbai: Discovery Communications India has announced the launch of its unique blueprint of clothing line – Discovery Adventures X Roadster Life Co, in collaboration with its licensing agent in India Black White Orange. Tailored to the needs of the Indian market, the full range of products is available on Myntra.

    The collaboration aims at providing quality and functional products for modern-day men and women, celebrating the beauty of the outdoors, and inspiring activities that enrich people’s lives, said the statement.

    Discovery’s product line includes approximately over 100 unique style items ranging from jackets, knitwear, sweatshirts, t-shirts, long sleeve shirts and trousers in a variety of bold and seasonal colours. Combining innovative technology with design excellence to create a perfect balance between aesthetic and performance, the products capture versatile features like being hyper stretch, water-resistant, easily packable and convertible, along with key design style elements, including the Discovery logo and collaboration labels.  

    Discovery Inc, SVP- international licensing, Ian Woods said, “The launch of Discovery Adventures X Roadster Life Co represents a milestone for us in the Indian market, with branded apparel now available for the first time. At the core of Discovery’s DNA is the spirit of adventure, exploration and innovation, and we are proud to partner with Myntra, one of India’s leading fashion and lifestyle destinations, to bring this brand ethos to life in a range of quality products that are relevant and on-trend for consumers.  

    “It’s a proud moment for Myntra to kick off this association with Discovery for one of the leading jeanswear brands in the country, Roadster Life Co, the brand ethos of which revolve around building great experiences, memories and stories that resonate with younger consumers and thus has become a favourite across India,” commented Myntra CXO and chief – Myntra fashion brands, Manohar Kamath. “Passion for outdoors is common to the DNA for both Roadster Life co and Discovery Adventures, making it a great opportunity to leverage synergies and offer a compelling lifestyle range to customers.”

    Black White Orange Brands Pvt Ltd, co-founder & COO Mitali Desai stated, “Adventure-wear has been a major white space category for us, and we’re extremely excited to partner with Myntra to launch the stylish yet comfortable Discovery Adventures X Roadster Life Co range. Discovery is known for its minimalistic yet classy artwork and we are sure that the adventure enthusiasts will enjoy browsing through and shopping for this stunning collection.”