National Institute of Fashion Technology: AJIO vs. Myntra Comparison

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Added on 2021/06/05

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This report provides a comprehensive comparison of two prominent e-commerce websites, AJIO and Myntra, focusing on their marketing strategies and business models. The analysis begins with an introduction to both platforms, highlighting their origins, target audiences, and value propositions. A detailed brand comparison follows, including global and country rankings, traffic overview, and engagement metrics. The report delves into the marketing mix of AJIO, examining its product offerings, pricing strategies, distribution channels, and promotional activities. Tables showcasing product pricing and offers further enhance the analysis. The report also includes a discussion of Myntra's marketing mix, highlighting similar aspects such as product mix, pricing, and promotional efforts. The study incorporates data on website traffic, competitor analysis, and audience interest to provide a holistic understanding of the competitive landscape. This report is a valuable resource for understanding e-commerce marketing, brand positioning, and consumer behavior within the fashion and lifestyle industry.

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
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TRAFFIC OVERVIEW MYNTRA