Ajio vs. Myntra: Fashion eCommerce Showdown - A Comparison

NATIONAL INSTITUTE OF FASHION TECHNOLOGY
IDM: GLOBAL MARKETING & E -COMMERCE
HOLISTIC COMPARISION OF TWO E – COMMERCE
WEBSITE – AJIO AND MYNTRA
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Alok Kumar (BFT/18/489)
Khushi Gupta (BFT/18/422)
Meheli Das (BFT/18/505)
Pranav Priyadarshi (BFT/18/1035)
Somya (BFT/18/526)
Suyash Prakash (BFT/18/520)
Saurabh (BFT/18/1956)
(B.F. Tech – VI)

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ACKNOWLEDGEMENT
On the very outset of this document, I would like to extend my sincere and heartfelt
obligation towards my faculty Mrs. Shefali Kongari who has helped me in this project on
Holistic comparison on E-commerce website for the subject of Global Marketing and E-
commerce.
Without his Active guidance, help, cooperation and encouragement I wouldn't have
made head- way in the project.
I extend my gratitude to NIFT, Patna for giving me this opportunity.
I would also like to express my sincere gratitude towards my parents, who hasalways
supported me morally and economically.

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Introduction
ABOUT AJIO
AJIO is Reliance Retail’s digital commerce initiative, a fashion and lifestyle brand,
and it is the ultimate fashion destination for hand-picked styles, on trend and best
prices you can find anywhere.
AJIO was launched worldwide on April 1, 2016 at Lakme Fashion Week with its
headquarters in Bangalore, Karnataka, India. Ajio is among one of the first steps in
Reliance Industry in e-commerce. Introducing the app with a variety of products
from clothing, footwear and other accessories. The Reliance Group is known for
having a large sales business in India. They have their most popular Reliance
Trends in a store that sells all kinds of children's clothing for men, women and
kids. The great success of this work has led to the development of this application.
They are not only limited to Indian wear; they also have a large collection of the
world's most popular fashion brands listed on the application list.
Celebrating fearlessness and uniqueness, Ajio always seeks to bring a new,
current and accessible perspective to personal style.
At the bottom of it all, Ajio's philosophies and plans point to one simple truth -
being included and accepted as the only way to make our society more humane.
And along the way, just a little more stylish, whether it’s to create capsule
collections that make putting together a good look easier, making foreign
products available in one place, reviving a rich Indian fabric heritage with Indie
collection or making a beautiful style easy purchase with AJIO in-house brand
Own.
With the advanced internet infrastructure developed by JIO and the powerful
physical trading business developed by Reliance Retail, they are creating a unique
Indian e-commerce model with AJIO. This model will incorporate seamless
integration of online and offline models while developing advanced customer
information, delivery services and payment system.

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ABOUT MYNTRA
Myntra is an Indian commerce company headquartered in Bengaluru, Karnataka,
India. The company was founded in 2007 to sell personalized gift items. It was
founded by Mukesh Bansal and Ashutosh Lawania and Vineet Saxena. It has
worked extensively on the B2B (business-to-business) model during its early
years. Between 2007 and 2010, the site allowed customers to customize products
such as T-shirts, mugs, mouse pads, and more. Currently, it has adopted the B2C
business model and works with its website and mobile app.
Myntra is one-stop shop for all fashion and lifestyle needs. India's largest e-
commerce store for fashion and lifestyle products, Myntra aims to provide a free
shopping and hassle-free experience to consumers across the country with a wide
range of brand and products in its segment. The brand makes a concerted effort
to bring fashion power to consumers with many of the latest and high-quality
products available in the country.
Value proposition of Myntra is focused on empowering consumers with the
freedom to buy fashion products online. Offerings such as a large catalog of
seasonal products, 100% authentic products, cash delivery and a 30-day return
policy make Myntra, the country’s preferred shopping destination. To make
online shopping easier for customer, a dedicated customer liaison team is waiting
to answer 24x7 questions.
Myntra understands the needs of its customers and impresses them with a choice
of clothing, accessories, cosmetics and shoes from more than 500 leading
businesses in India and abroad. Outstanding brands include Adidas, Nike, Puma,
Catwalk, Inc 5, United Colors of Benetton, FCUK, Timberland, Avirate, FabIndia
and Biba to name a few. We can also buy from the recently launched labels such
as Roadster, Sher Singh, Dressberry, Kook N Keech and ETC.

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BRAND COMPARISON
GLOBAL RANK (WORLDWIDE)
MYNTRA AJIO
959 1955
COUNTRY RANK (INDIA)
MYNTRA AJIO
60 118
CATEGORY RANK (FASHION & ACCESSORIES)
MYNTRA AJIO
1 2
TRAFFIC OVERVIEW MYNTRA

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AJIO
ENGAGEMENT
MYNTRA AJIO
TOTAL VISITS 36.42M 19.16M
AVG. VISIT DURATION 00:05:01 00:04:38
PAGES PER VISIT 6.62 6.67
BOUNCE RATE 50.68% 53.32%

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TRAFFIC BY COUNTRY
MYNTRA
INDIA 90.22%
UNITED STATES 4.18%
UNITED KINGDOM 0.59%
CANADA 0.55%
UNITED ARAB EMIRATES 0.47%

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AJIO
INDIA 95.69%
UNITED STATES 1.79%
UNITED KINGDOM 0.29%
CANADA 0.22%
UNITED ARAB EMIRATES 0.19%

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TRAFFIC SOURCES
MYNTRA
AJIO

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SEARCH
MYNTRA

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AJIO

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SOCIAL
MYNTRA
AJIO

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DISPLAY ADVERTISING
MYNTRA
AJIO

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AUDIENCE INTEREST
MYNTRA

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AJIO
COMPETITORS
MYNTRA AJIO
flipkart.com zara.com
zara.com nike.com
nike.com myntra.com
ajio.com nykaa.com
nykaa.com macys.com
lyst.com nykaafashion.com
nykaafashion.com reebok.com
teepublic.com bewakoof.com
newbalance.com biba.in
bewakoof.com shop.adidas.co.in

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Marketing Mix of AJIO
PRODUCT MIX
The e-commerce website deals with a wide range of fashion products for men,
women, and kids. AJIO offers fashion-related products mainly and aims to provide
an affordable wide range of choices to its customers. The website has a variety of
sections from casual wear, ethnic wear, party wear, formal wear, and Indie wear
collections specially created by boutique designers from India and all over the
world. The website offers products from various brands which also include
international brands, and high-end fashion brands apart from the regular
affordable brands to its customers. In addition, AJIO also has its in-house brands
like OUTRYT, AJIO Own and has handpicked products from local designers. This
way it can differentiate itself from the competition. They offer fashion accessories
such as shoes, bags, belts, jewelry, for men and women. T
hey also have a product category named Home and Kitchen, in which they offer
products like Bed linen, curtains, carpets, rugs, showpieces, home décor, and
kitchen accessories.
PRICE
Reliance group is known for their affordable price for every product. AJIO sells its
product at various prices ranges, it has cheap and affordable products as well as
expensive products from high end brands. The overall range of products are
affordable while maintaining high quality, providing designer clothes and
international brands.The company is able to serve the customers with the best
price as they have tied up with various third party logistics partners for home
delivery. The company has an inventory led e-commerce model. It has also
engaged with various third party logistics partners for last mile delivery. AJIO also
uses psychological pricing strategy on its websites like ‘under Rs 999’

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FOLLOWING ARE THE TABLES SHOWING THE HIGHEST AND LOWEST RATES OF
VARIOUS PRODUCT ITEMS OFFERED BY AJIO
 WOMEN’S SECTION
WOMEN CLOTHING ITEMS LOWEST RATE (INR) HIGHEST RATE (INR)
KURTIS AND KURTAS 220 12,000
TOPS AND T-SHIRTS 120 12,742
DUPATTAS, STOLES AND SHAWLS 75 15.000
SAREES 480 26,250
PANTS AND CAPRIS 495 2,920
SKIRTS AND SHORTS 200 10.999
JACKETS AND COATS 336 23,600
BOLEROS AND SHRUGS 192 4,449
LINGERIE AND INNERWEAR 141 12,749
BAGS , BELTS AND WALLETS 150 15,590
WOMEN’S FOOTWEAR 174 26,249
 MEN’S SECTION
MEN CLOTHING ITEMS LOWEST RATE (INR) HIGHEST RATE (INR)
KURTAS 345 3,790
SHIRTS 225 16,990

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SWEATSHIRTS AND HOODIES 250 16,999
JACKETS AND COATS 250 37,499
TROUSERS AND PANTS 400 16,000
NIGHTWEAR AND LOUNGEWEAR 300 3,999
BAGS AND ACCESSORIES 100 26,490
FOOTWEAR 110 25,999
 HOME AND DÉCOR SECTION
HOME AND DÉCOR PRODUCTS LOWEST RATE (INR) HIGHEST RATE (INR)
BEDSHEETS 380 6,999
CUSHION AND PILLOW COVERS 160 4,749
BLANKETS, DOHARS & QUILTS 650 5,499
CARPETS, RUGS AND DURRIES 496 5,995
BATH 100 3,995
AROMAS AND CANDLES 99 7,490
HAIR CARE 290 860
WALL ARTS 250 16,919

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PLACE
AJIO has headquarters in Bangalore Karnataka. A costumer can purchase from
AJIO through its website https://www.AJIO.com/ and mobile application
AJIO partners with third-party logistics service providers so as to effectuate
Product delivery to Users ("Logistic Partners").
The company aims to ensure the delivery of its Products all across India, currently,
AJIO has a select list of areas where delivery can be undertaken. The company is
an inventory-led one and covers over 15000 pin codes everywhere India where it
delivers its products.
The User may use the tracking identity number alloted on the Platforms or the
website and/or the mobile application of the Logistic Partner to check the
whereabouts of the purchased Product and the estimated time of its delivery.
As a part of its offline-to-online scheme, reliance has set up AJIO kiosks allowing
its customers to order online goods in-store with assistance. The kiosks allow
shoppers mainly in rural India to place orders for products from the AJIO e-
commerce platform in small, rural JIO brick-and-mortar stores. Shop staff can
assist the customers in the process.
PROMOTION
AJIO offers a plethora of attractive offers and promotions running on the
site. AJIO offers various Promotions to its Users to create, encourage and sustain
User interest in the Products from time to time. The brand uses the tagline “doubt
is out” to promote itself.
AJIO offers various discounts to its costumers as a part of its promotional
strategy. AJIO offer the following offers on select Products on its Platforms
namely: (a) Trade Discounts, and (b) Coupon Discounts

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Trade discounts are regular the discounts, provided by AJIO for user benefit. The
Trade Discounts shall offer discounts up to a certain percentage on the maximum-
retail price (“MRP”) of the Products, and the user will only be required to pay the
MRP of the Product as reduced by the amount of Trade Discount.
The range of Trade Discounts offered on a Product may increase or decrease at
any time during the term of the Promotions
As a part of it’s promotional strategy it gives various rewards to its costumers.
‘Invite your Friends to AJIO’ Program (“AJIO Referral Program”) being
organized by Reliance Retail Limited (“Reliance”) offers the opportunity to
earn rewards by referring individuals to sign up and make purchases
on www.AJIO.com (“AJIO Website”) and/or AJIO mobile application (“AJIO
Mobile App”) collectively (“AJIO Platform”) using a unique AJIO referral
code (“Referral Code”) provided to registered users of AJIO Platform (“AJIO
User”).
Loylty Rewardz awards Reward Points to the customers who transact using
certain bank’s debit/credit card and also to customers who transact at their
partner brands. The costumer is benefited with 3 Points per ₹100 spent at
AJIO using select bank’s debit/credit card. Here’s the list of banks: SBI, Bank
of India, Central Bank of India, Federal Bank, Indian Bank, Oriental Bank of
Commerce, Saraswat Bank, Karur Vysya Bank, Lakshmi Vilas Bank, Equitas
bank, Indian Overseas Bank, IDBI, Punjab National Bank, Canara Bank, UCO
Bank, Yes Bank and more.
CONTESTS BY AJIO

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1. The AJIO SPIN THE WHEEL Contest was a promotional digital contest wherein
participants were required with the opportunity to win AJIO vouchers of
various denominations. This contest is run by Reliance Retail Limited (AJIO
Division) (“AJIO”).
2. AJIO.com’s #DressedToGig campaign in 2018 was an attempt by the brand to
connect with this expanding consumer base and establish itself as a young, fun
and youthful brand.
Participants who were between 18 and 24 years of age were given a chance to
win the grand prize for two winners to party at the biggest EDM
(Electronic Dance Music) festival in Belgium, by posting a picture of themselves
on the AJIO’s Instagram.
The campaign helped position AJIO.com as a relatable, fun and trendy brand
which got the pulse of its young customers.
PROMOTIONAL OFFERS
First Purchase Offer
The First Purchase Offer is a promotional offer for all Users who are making their
first purchase on the Platforms (“First Purchase Offer”).
AJIO Points Based Registration Program
AJIO Points based registration program is a promotion that AJIO.com runs for its
users. As a part of this program, when a user registers on AJIO.com, the website
will credit up to 500 AJIO Points into the user’s account.
AJIO also gives offers on making payments through certain wallets and Banks
Wallets
 Paytm Offer
 Mobikwik Offer
Bank Offers

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 AXIS Bank Offer
 HDFC Bank Offer
 Bank Of Baroda Offer
 Standard Chartered Bank Offer
 State Bank Of India Bank Offer
PEOPLE
At Ajio, you get an enviable combination of flexibility to create, freedom to
challenge norms and ideate, and the fulfilment that comes from seeing your ideas
scale – all while working in an environment that is secure, puts people first, and
enjoys a track record of disruption, success and triumph over 40 years.
Powered by Reliance and carving its own new-age culture, Ajio bridges the worlds
of business acumen and risk-taking, audacious enterprise.Life at Ajio is daring.
Helmed by a young leadership team, employees have the space to be themselves
and realise their fullest potential.
Their leaders are stalwarts of retails from across the world. Women constitute
40% of the leadership team. Employees at Ajioare always focussed on
collaborating to get the best work done, challenging themselves with the question
‘what next’ and making it happen.
With the growth of the business and its operations, the company has been hiring
more and more people in its management and is working with third-party

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partners to facilitate product delivery. The company is open to having a diverse
group of passionate and talented people to make an impact in the business world.
The company trains its employees through a study program and a diversity
program.
PHYSICAL EVIDENCE
Ajio has witnessed tremendous growth, made successful customer journeys,
partnered with over 100 brands, and created a niche for ourselves in the already
crowded ecommerce landscape.As an indie brand, our self-curated line plays a
role in upholding India’s rich textile heritage. Their women, men and kids’
sections have transformed the retail paradigm-creating one of the largest product
repositories on ecommerce today. From London, Dhaka to China, Ajio fashion has
made an indelible mark.
This exponential growth has been fueled by a stellar tech foundation and new-age
supply chain. The tech team has developed one of the lightest apps in the market.
The seamless integration of delivery services and payment ecosystem catering to
over 9,000 pin codes are one of Ajio’s biggest accomplishments.
Ajio Business-to-Business, with a presence across 13 countries, is transforming
the wholesale model of retail. For the first time, wholesalers and small and

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medium retailers are connected via the Ajio B2B app, revolutionizing stock, range
and pricing.
They are spearheading the retail revolution with the launch of New Commerce
through an omni-channel strategy, powered by technology that integrated online
fashion and makes it available through offline stores across rural, semi urban and
urban India. Integrating the Reliance Retail network with the Jio span is set to
alter everything we know about retail today.

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PROCESS
The company has opened an Ajio store in selected Reliance Trends stores. Ajio
sells fashion clothing from all over the world. Offers clothing, hot on fashion
shows worldwide, premiums and budgets for international brands. The company
has used the advantages of Reliance and its expertise to bind the top brands
around the world. It also collaborates with local artists, shopping malls and offers
a collection of designers. Ajio produces its own collection of clothing grown under
the brand name Ajio. The company uses a large network of retail stores selling
Reliance Trends to store products, to facilitate delivery.
AJIO partners and third-party service providers to facilitate product delivery to
users. It is a unique brandwith Omni channel capabilities. Created a separate
commerce model for India. The model incorporates seamless integration of the
offline and online while developing advanced customer information, delivery
services and payment system. AJIO takes advantage of Reliance's stellar sourcing,
supply chain and sales operations to further differentiate the market.
Significantly, real estate is a combination of internal and external partnerships.
The company has partnered with leading procurement organizations across the
country to deliver an impactful shopping experience.
In addition, it receives from Jio's digital ecosystem. The platform is built using
state-of-the-art technology integrated together during recording using the most
open sources and other leading e-commerce products on the shelf.
It has the advantage of being able to use the state-of-the-art Reliance of JIO tech
like JIO Chat and Reliance Retail and JIO visual assets, thus enabling the real
Omnichannel experience.

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PESTLE ANALYSIS OF
AJIO
Political factors:
Since AJIO is owned by reliance, Being a part of the ‘Make In India’ initiative, so it
enjoys government support.
AJIO is also planning to expand its business abroad, which can pose political
challenges as the laws differ from country to country.
Economic Factors:
Reliance industries have Robust customer base,
Secure and steady endorsement of parent company Reliance Industries
Mukesh Ambani’s AJIO saw a dip in reach when the nationwide lockdown started
in March last year.
The percentage of customers who transacted on Myntra was nearly four times
that of AJIO in January 2020.
In the months following the lockdown, the company had to offer huge discounts
to boost sales
Social Factors
The festive season in India especially in the months of September to November
sees a growth in sales of ethnic wear and gift item on the website
While tech-savvy youngsters still comprised the largest share of buyers, but in
2020 . AJIO, saw a massive 98% growth in 45-plus age group buyers, as
youngsters were mainly home bound during the pandemic.
In a normal year, fashion sales are driven by travel, office wear, general social
engagements, sporting activities, festivals and weddings. “The first three got
completely wiped, sportswear just became athleisure, due to the situations

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created by covid pandemic work from home culture.
Technological Factors:
AJIO used launched its annual mega trade meet Sambandham , digitally in the
year 2020 in month of October, without venturing into busy marketplaces, which
could be a health hazard given the current COVID-19 situation.
They organized an online trade show Sambandham that hosted a virtual business
meet where retailers could interact with AJIO business heads and discuss market
trends and business opportunities, apart from their shopping experience on AJIO
platforms.
Legal Factors
AJIO website has laid its terms and conditions governed by the laws of India,
without reference to any conflict of laws principles and with an exclusive
jurisdiction to the courts of Mumbai, as stated on the website.
The privacy policy of the website is in accordance to Section 43A of the
Information Technology Act, 2000;
As per the amendments by the Indian government in ‘Consumer Protection (E-
Commerce) Rules, 2020, which asks e-commerce websites to share more
information about the buyers to make consumers more aware of the local sellers
and brands can affect the sales of international brands on the website.
Environmental Factors:
AJIO is a part of reliance industries and it has conducted many environmental
protection drives as a part of its CSR.

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Types of Payment Methods for
Ajio:-
Payment acceptance was no exception for mobile penetration.
This digital payment solution offers a quick solution for customers. To set up a
mobile payment method, the customer just has to download software and link it
to the credit card.
As E - Commerce is becoming mobile mainstreamed; customers are finding it
more convenient to use mobile payment options.
Credit/Debit Cards
Credit and debit cards are still the most commonly used method for payment
worldwide.
As every country has their own issuers, it can sometimes be difficult to make
purchases internationally as not all cards are accepted in different regions!
Not to mention the difference in transaction fees and conversion fees.
However, digital-only/challenger banks are on the rise and gaining in popularity
due to their flexibility, efficiency and ease.
Here are some examples of popular digital banks across different regions around
the world:
Most challenger banks offer free international transactions with the best
conversion rates, crypto currency options, increased security with instant
spending notifications, budgeting features and are generally an easier experience
when transferring money or making payments abroad.
Ruling the market for payment methods in e-commerce are eWallets, and more
important to note, their growth has just begun!
E-Wallets

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E-wallets offer another alternative option to make online purchases, essentially
through the use of a prepaid credit account.
Google Pay, Apple Pay, Venmo, M-Pesa and Alipay are some examples of popular
company that offer e-wallets used worldwide.
It is easy to set up an account, and many of these companies now use biometric
authentication for increased security as you make a payment or transferring
money online, such as a fingerprint or facial/iris recognition.
This method of payment is often preferred as you don’t need to enter your
credit/debit card details each time you make a payment, so the process is quicker
and easier.
Digital Crypto currencies
Crypto currencies are slowly being introduced as a mainstream means of making
transactions.
Widely used e-wallet and gateway companies like Skrill and Samsung Pay are now
accepting crypto currencies.
While dedicated platforms such as Coinbase and Bitpay work alongside e-
commerce companies to allow customers the option of using cryptocurrencies to
make transactions.
Although not every company accepts this payment method yet, the use of
blockchain and cryptocurrencies is thought to be the next best step for the
evolution of e-commerce.
This is due to speed, convenience, low-cost transactions, as well as a reduction in
data storage and handling costs, and finally increased security.
Cryptocurrencies can be used to make purchases and transfer by means of
methods previously mentioned, such as through a third-party gateway processor
or e-wallet.
With so many options, it is important to check coverage in your area, what
features are on offer, what payment methods your customers most prefer to use,
the cost and most importantly the security of the platform you wish to use.

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MARKETING MIX OF
MYNTRA
PRODUCT

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Myntra is an online retailer of clothing brands and products that sells online on its
website and in its applications. What started as a gift-giving platform today has
grown into an e-commerce platform with more than 2000 international and local
brands in its product catalog and selling a bundle of nearly 150,000 products. It
started its business with a B2B business model but also offered a few personalized
products to its customers such as calendars, clocks, cups and mouse packs.
Currently, it has adopted the B2C business model and works with its website and
mobile app. Its products are for men, children and women and include
• Top dresses - casual shirts, formal shirts, T-shirts, jerseys, suits, coats, skirts,
jackets, kurtas, kurtis, saris, blouses, shawls, jumpsuits, dresses, i -wistcoat and
jackets.
• Bottom Wear - Track pants, shorts, formal and casual pants, shorts, jeans,
leggings, salwar, jeggings, skirts, capris.
• Clothing and sportswear - Active T-shirts and swimwear.
• Accessories - Smart wearable and watches.
• Sports equipment.
• Underwear - underwear, bedding, bedding, boxes, vests, thermals and stems.
• Shoes - Casual shoes, sports shoes, formal shoes, sandals, heel and flats.
• Cosmetics and personal care products - Shampoo, soap, lotion, aftershave
lotion, aftershave cream and wash lotion.
• Goods and trolleys
• Fashion Accessories - Belts, wallets, inserts, helmets, ties and bowls.
• Home and living products - bed sheets, pillows, pillow covers, sheets, curtains,
pillow cover, bath towels, table cover, display, wall decoration, candles and vases.

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Myntra also offers a variety of online shopping services such as free home
delivery, easy exchanges and refunds on delivery. Myntra recently introduced a
new service where the user can try on clothes before buying them. In addition to
providing e-tailing services and products for the sale of other products online,
Myntra also has a wide range of products with in-house branding.
PRICE
Myntra is in a highly competitive environment so it is focused on competitive
price. Myntra.com is one of the most powerful fashion brands in the online
marketplace. Its investors include IDG Ventures, NEA-IndoUS businesses and Accel
Partners. Although Myntra sells branded products, it follows a discounted price
model. The discount is designed to attract more customers and build a more
reliable user base. Myntra also organizes end-of-sale events called End of Reason
Sale where goods are sold at discounted prices of 50-80%.

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This discounted model has been supplemented by technology-led prices in recent
years using Myntra's in-house software and algorithms. This product pricing
model for products is based on data ranging from usage pattern and customer
search history and is therefore known as a dynamic price model. The price of in-
house labels is made competitively; however it costs the consumer about 20-25%
cheaper. In addition Myntra Original products offer a 60% limit on the company,
compared to the 35-40% offered by third-party websites. Myntra.com maintains
product prices at reasonable prices and packages to attract customers and
increase its market share. It also adopts an advertising policy and offers several
incentives to attract its customers to its site.

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PLACE
Myntra.com is an Indian company with its presence spread in nearly 9,000 places
in India. Its headquarters are in Bangalore in Karnataka and in regional offices in
Chennai, Mumbai, and New Delhi. The company knows how important seamless
activity can be as it can or will disrupt an e-commerce site. Myntra.com has
therefore decided to adopt the Hybrid-logistic model, which will help them gain
recognition again and again in some areas.
Third-party distributors are assigned to assist the company in their operations. Its
robust and comprehensive distribution network includes efficient transaction and
efficient delivery service so that goods can reach its customers safely and on time.
Its merger with Flipkart expanded its distribution channel and helped it to and
reaches more markets. In addition to the online platform, Myntra.com also offers
a personalized experience to its loyal customers through mobile shopping. Myntra
plans to reduce shipping costs and time by using this technology and shipping
products to local customers nearby. Customers can even choose to pay a delivery.
Myntra has just started using geo-tagging technology to be able to access and
access a list of ten of its counterparts in its archives.

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PROMOTION
Myntra.com has gained a lot of product recognition due to its powerful and
violent marketing campaigns. It has launched ad campaigns with different taglines
such as Ramp it Up and Real Life Mein Aisa Hota Hai Kya. Its advertisements are
displayed on print, electronic and social media platforms such as newspapers,
television, Twitter, Facebook and its website. Myntra has donated sports jerseys
made to football and cricket teams such as FIFA, IPL and Team India as part of its
promotional strategy. Myntra uses traditional and digital media to promote itself
in its promotional activities in its marketing mix. From the full page of End of
Reason Sale Ads in newspapers to celebrities making their Diwali purchases on
Myntra in TV commercials, it has produced traditional channels in a creative and
effective way. In the digital age, the company leaves nothing and uses the latest
technology such as AdSense to provide customized marketing to the consumer.
Social media platforms like Facebook, Instagram, Pinterest and Twitter play a very
important role in Myntra's promotion strategies. The importance of social media
in Myntra's marketing strategy is shown by the fact that it joined Facebook back

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in 2007 when it was founded and has over a million followers now. Apart from
this, the company also continues to present various promotional offers on its
website. Customers are sent promotional emails and notified by in-app
notifications about special offers they can find on Myntra. It also accepts several
schemes such as end-of-season sales, discounts and occasional offers.
Myntra.com realises the impact of star power and its association
with celebrities like Lisa Haydon, Ranveer Singh, Kangana Ranaut and Hrithik
Roshan has helped it to create positive brand visibility in the consumer market. It
has been the recipient of awards and recognition like Pride of India 2009-10 and
Red Herring Global 100 Winner in the year 2010. From online to Tele: With
increasing cash flows and IPO funds, Myntra came up with Tele Vision
Commercials and also they are doing viral advertising by outdoor campaigning, e-
mails, hoarding placement and cross campaigning.
PEOPLE
Myntra, as an ecommerce services company, has a strong human policy. The
online shopping site is a relatively low communication service but that does not
diminish the value of Myntra’s workforce at all. Employees are a big part of
delivering on its promise to do excellent and timely work for its customers.
Myntra is a young company in the growing phase, so talent retention and
acquisition are a big challenge for them. Myntra clearly defines its recruitment
policies and looks for high-achieving people with passion, energy and driving to
learn and succeed. It follows fun at work philosophy and tries to make the
workplace enjoyable for employees.
Myntra has developed certain rights in the leaves, enabling its employees to enjoy
both the best, working and private life. In line with the company's consistent
efforts to guarantee the full well-being of its employees, Myntra initiates an
industry-leading leave policy. All Myntra employees now have the right to receive

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unlimited social benefits, which can be obtained if a person is under the weather.
This development of leave policy ensures that employees take leave to take care
of their well-being without worrying about the balance of leave.
Myntra also strongly believes in being sensitive to the family needs of its
employees so their well-being has always been one of the priorities. Continuing
its efforts in this space, the company has also introduced 14 days of Care Leaves
staff that they can use to care for young children and elderly parents when in
need.
In addition, the wedding ceremony now allows for 5 days off, including those
guaranteed abroad, the same - sex partner weddings, and civil unions, as Myntra
prides itself on defending the LGBTQIA + goal and this is an important step in this
regard. Lastly, Holidays give employees the opportunity to take a 24-day break,
care for needy family members and travel and spend quality time with them.

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Myntra also won the Trendsetting Workplace Award for its state-of-the-art stores
such as workshops with live video ramps, gaming zones, comic con and much
more. It also offers a highly competitive pay package to its employees to reduce
the level of attrition and retain talent.
PHYSICAL EVIDENCE
Myntra's excellent service is well known and trusted throughout the country. It is
remarkably popular with young women. The foundation of happy and loyal
customers is the hallmark of its work.
Myntra has observed an 86% rise in the number of buyers from 2 and 3 cities - the
highest to date - in its recently conducted End of Reason Sale (EORS), indicating a
change in consumer behaviour and online shopping at the time of closure. It was
the first post-Covid-19 lockdown online sale that the brand was looking to bring in
the first wave of commonalities and win back customers.
According to the fashion retailer, approximately 3.5 million customers purchased
during the EORS, with an initial population of more than 7 lakh. The platform sold
about 19000 items per minute high and recorded a 30% growth in YOY volume
during the event.
Myntra offers a wide range of online-based services via Platform. One such
service enables consumers to purchase original products such as clothing, shoes,

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and other accessories from a variety of fashion and lifestyle products (collectively,
"Products"). Products can be purchased via the Platform using the various
payment methods offered. Free shipping, cash delivery and a 30-day return policy
without inquiries help to promote good customer relationships and prove
Myntra's services 100% trustworthy. The success of this strategy is reflected in
the fact that the rate of return of fashion products in Myntra is about 20%. This
shows that the return procedures are so simple and reliable that even when they
return, almost all customers return to buy from Myntra.
In this pandemic situation, Myntra is trying to gain customer’s trust and support
by ensuring their well-being via offering contactless delivery, safe packaging,
time-to-time temperature checking of their delivery agents and proper
sanitization so that people can continue buying without any hesitation.

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PROCESS
The Myntra’s process is at the core of its success so far. From purchase, payment,
delivery, everything is a well-defined and systematic process that makes it easy to
identify failed points and be ready for corrective action if needed.
Myntra technically delivers 10 major warehouses and warehouses on its platform
to provide real-time access to the nearest consumer for quick delivery from
nearby stores or distribution centers.
It uses geo-tagging, a process that allows companies to find vendors closer to the
buyer, thus reducing delivery time and equipment costs. At the moment, the
whole process is made transparent and visible to customers as they are able to
access the tracking information on their phone and know exactly where and
where their package is. The heart of any e-commerce business is its operations
and Myntra is a pioneer in integrating technology into it to achieve new levels of
excellence. They use an in-house team that takes care of most of their orders.
This helps to keep all end-to-end customer purchasing information simple and
easy.

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Myntra PESTLE Analysis
PESTLE Analysis of Myntra analyses the brand on its business tactics. Myntra
PESTLE Analysis examines the various external factors like political, economic,
social, technological (PEST) which impacts its business along with legal &
environmental factors. The PESTLE Analysis highlights the different extrinsic
scenarios which impact the business of the brand.
PESTLE analysis is a framework which is imperative for companies such as Myntra,
as it helps to understand market dynamics & improve its business continuously.
PESTLE analysis is also referred to as PESTEL analysis.
Political Factors:
The political factors in the Myntra PESTLE Analysis can be explained as follows:
Walmart-owned Myntra is a well-established e-commerce player, and has
presence in 9000 locations in India. However, Indian regulations have only turned
more stringent for e-commerce players. For instance, the draft e-commerce policy
proposes to regulate deep discounting by e-commerce companies. Such a move
could heavily impact the brand which regularly sells many products on discount.
Myntra had to work with new exclusive seller like Sane Retails. This was in
response to government regulations for, which mandated to have no more than
25% of overall sales for e-commerce platforms. In another instance, the Indian
government, in 2020, made certain amendments in ‘Consumer Protection (E-
Commerce) Rules, 2020. The law mandated that e-commerce platforms would
have to share more information related to the source and seller of products. The
government introduced such a measure to ensure buyers are more aware of local
brands, and choose these over foreign ones. This also came amidst tense relations
with China on the border. However, such measures could reduce the sales of
foreign brands on Myntra.

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Economic Factors:
Below are the economic factors in the PESTLE Analysis of Myntra:
Like many fashion brands, economic factors define how business operations
unfold.
Although the Covid-19 induced lockdown brought sales of fashion of Myntra to a
halt, it tapped newer opportunities to increase its sales. Thus, it started selling
masks and personal protective gears on its platform. In another instance, Myntra
found that with work from home rules in force, people would need lounge wear
and leisure wear. Thus, it sold these items to consumers. Yet, the Covid-19
lockdown has impacted the company negatively also. For example, sales fell by
20% in the month of March. This is because the consumers have deferred their
discretionary spending. Despite this, the company plans to add more shoppers.
Every year it comes up with End of Reason Sale that starts in December. It also
tried to serve more than 1.8 lakh shoppers during its flagship year-end sale on its

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website and app. The company offered a diverse portfolio of more than 2500
brands ahead at End of Reason Sale.
Social Factors:
Following are the social factors impacting Myntra PESTLE Analysis:
There is lot of opportunities for e-commerce platforms like Myntra to take
advantage of. For example, the government wants such platforms to grow in rural
areas too. The government will help set up the logistics and even provide some
funding for the same. Furthermore, if e-commerce companies collaborate to
provide a common service, they can take advantage of economies of scale and
share costs. Post the Covid-19 lockdown, there is a surge in online shopping as
concerns of safety persist in the online mode. This surge in demand can be
attributed to Tier 2 and Tier 3 cities. According to the annual report by
Unicommerce, many sectors are set to gain. These include electronics, fashion
and accessories, pharmaceuticals, Fast-moving consumer goods, etc. There are
other factors also which are contributing to the growth. These include growth of
new online shoppers, digital focus of shopping brands, preference of businesses
towards D2C model. Thus, Myntra, too will gain on these factors and grow.
Technological Factors:
The technological factors in the PESTLE Analysis of Myntra are mentioned below:
Myntra is making use of new technologies like data mining and artificial
intelligence. This would help its designers understand newer patterns and styles
and make more sales. The brand is already tapping into consumer data to
leverage its platform. It is also using augmented reality to improve the connect
with its consumers. The brand is also adding more features on its app. Such
features allow shoppers to rate their apparel purchases. Another characteristic is

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the use of augmented reality to produce unique t-shirts for its brands. So,
whenever, a shopper points at such t-shirts, the deign comes live. The brand has
also come up with an innovative project called as Rapid technology. The objective
is to deliver apparel products in a faster manner. The project involves estimate
demand and make quick response to new trends, reduce expenses and deep
discounting in a more cost-effective way.
The project also entails using Artificial Intelligence systems that can recognize
different shapes, designs and make related clothes.
Legal Factors:
Following are the legal factors in the Myntra PESTLE Analysis:
The legal environment of e-commerce companies in India is still evolving. There
are still lot of litigations involved against such companies. For example, there are
more than 322 cases against Myntra pending in the Panchkula District Consumer
Redressal Forum. Many of these cases involve the company charging lower prices
by deep discounts and adding taxes illegally. Also, there is lot of legal uncertainty
after Walmart-Flipkart deal. The deal involved Walmart acquiring a 77% stake in
Flipkart for a record $16 billion. There is lot of criticism involving the deal, with
some accusing Walmart of subverting FDI rules in India. Many traders have
chosen to go the legal route under the Competition Act, 2002. For example, the
All-India Online Vendors Association (AIOVA), a group of 3000 online sellers filed a
petition against Flipkart alleging deep discounting, preferential treatment to
merchants using the platform and the Walmart-Flipkart deal. All these litigations
could hurt the financial performance of Myntra.
Environmental Factors:
In the Myntra PESTLE Analysis, the environmental elements affecting its business
are as below:

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The brand has come up with eco-friendly fashion. These apparels use production
and packaging processes that are less harmful to environment and are also easily
breakable after the products’ life cycle are complete. Myntra is also collaborating
with other brands to provide eco-friendly products. It partnered with
LenzingEcovero fiber brand in October 2020. The aim was to deliver garments
manufactured using eco-friendly viscose fibre. This has helped the brand make a
new portfolio of environmentally-friendly clothes for both men and women. Such
partnerships help the brand address evolving wants of consumers and boost its
sales. Moreover, the brand has equipped 2 of its Fulfillment Centers with solar
roof panels to reduce the company’s carbon footprint. These centers are located
in Bhiwandi and Bilaspur and meet more than 30% of operational demand by
generating electricity. Such measures will help Myntra become more carbon-
neutral and further improve its brand image and reputation in the market.
To conclude, the above Myntra PESTLE Analysis highlights the various elements
which impact its business performance. This understanding helps to evaluate the
criticality of external business factors for any brand.
Types of Payment Methods for Myntra
Credit/Debit card payments:
Payments via cards are one of the most widely used and popular methods not
only in India but on the international level.
As a global payment solution, by enabling payment acceptance via cards
merchants can reach out to an international market.
Credit cards are simple to use and secure. The customer just has to enter the card
number, expiry date, and CVV, which has been introduced as a precautionary
measure. The CVV helps detect fraud by comparing customer details and the CVV
number.

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Coming to debit cards, they can be considered the next popular method for
eCommerce payments.
Debit cards are usually preferred by customers who shop online within their
financial limits. The main difference between credit and debit card is with a debit
card one can only pay with the money that is already in the bank account,
whereas in the case of a credit card, the spent amount is billed, and payments are
made at the end of the billing period.
Prepaid card payments:
As an alternative for credit/debit cards, prepaid cards are introduced.
They usually come in different stored values and the customer has to choose from
them. Prepaid cards have virtual currency stored in them. Though the adoption
rate of prepaid cards is low, they are gradually becoming popular for certain niche
categories.
Bank transfers:
Though not popular nowadays but still bank transfer is considered as an essential
payment method for eCommerce.
It is considered as ‘if all else fails’ kind of payment method. Some of the
eCommerce stores are also keen on using bank transfer payment options.
Customers enrolled in internet banking can do bank transfers for their online
purchases. Bank transfer is the most secure method as the transactions need to
be approved and authenticated by the customers.
It is a simple way of paying for online purchases and does not require the
customer to have a card for payment purposes
E-Wallets:
E-wallet is one of the upcoming trends which gives a new shopping experience
altogether. The use of e-wallets is becoming popular at an alarming rate.

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E-Wallets require a sign up from merchants as well as customers. After creating
an e-wallet account and linking it to the bank account they can withdraw or
deposit funds.
The whole procedure with an e-wallet is easy and fast. Considered as an advanced
and instant digital payment method, e-wallets can be integrated with mobile
wallets using advanced functionalities like NFC.
Prepaid e-wallet accounts store customer information and multiple credit/ debit
cards and bank accounts. It needs one-time registration and eliminates the need
for re-entering information every time while making payments.
Cash:
Let’s face it, in India cash is the king. For eCommerce, it comes in the form of the
cash-on-delivery option.
Cash is often used for physical goods and cash-on-delivery transactions. It does come
with several risks, such as no guarantee of an actual sale during delivery, and theft.
Though nowadays, cash on delivery does not necessarily mean customers pay with
cash (they can use cards, mobile payments as payment terminals are often available
with delivery agents), missing out on this is a strict NO.

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CONCLUSION
India’s two largest fashion e-commerce firms are Myntra and Ajio,. Though Ajio was
launched in the market much later than Myntra, still it has managed to secure the spot of
second most popular fashion website in India.
Fashion portal Ajio has emerged as a successful rival to Walmart-owned Myntra, India’s
market leader in online fashion.
Myntra, offers more product category as compared to Ajio as well as it has also seen to be
getting involved in newer advanced technologies, like augmented reality.
Myntra has also launched its show Myntra style super star, and has further went ahead by
making a fashion influencer page on its website to involve more with the customers.
Ajio has positioned itself as a cheap and good quality clothing e-commerce website amongst
the people.
Myntra has private labels that give big numbers and also has a larger brand portfolio than
Ajio, but Ajio is definitely in the race and is catching up very fast.
Never the less both websites have successfully won the hearts of the customers and aim to
grow more..

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CONTRIBUTIONS
Introduction & Website Traffic – Meheli Das
Marketing Mix of Myntra & AJIO – Khushi Gupta, Somya, Suyash Prakash
PESTEL Analysis, Brand Associations,- : Alok Kumar, Pranav Priyadarshi, Saurabh
Kumar.

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References
• https://www.ajio.com/
• https://in.fashionnetwork.com/news/Reliance-retail-pilots-ajio-e-commerce-store-kiosks-in-jio-
stores,1122555.html
• https://www.exchange4media.com/advertising-news/ajio.com-connects-with-youth-through-
itsdressedtogig-campaign-90765.html
• https://www.mbaskool.com/marketing-mix/services/17438-ajio.html
• https://www.mbaskool.com/marketing-mix/services/17246-myntra.html
• https://brandequity.economictimes.indiatimes.com/news/digital/myntra-to-make-buying-
more-social/49317140
• https://brandyuva.in/2019/08/marketing-strategies-of-myntra.html
• https://www.myntra.com/