Myntra's rise to dominance in India's e-commerce landscape is, like many in India, a story of business evolution. The fashion e-commerce company, headquartered in Bangalore, was founded in 2007 with a focus on the personalisation of gift items. By 2010, Myntra had shifted its focus to online retailing of branded apparel. In 2014, Myntra merged with Flipkart (India's premier e-commerce portal) and then in 2016, Myntra acquired rival Jabong. Today, the e-commerce giant trades more than 2000 brands and is the number one fashion vertical in the country.
And according to CMO Gunjan Soni, it's time that marketers moved with...