Myntra Wins ET Panache Award For Trend-Setting Workplace

At a grand evening in Mumbai last Friday, Myntra was awarded the ET Panache Trendsetting Workplace Award. Myntra’s trendsetting workplace is as much about its physical interiors as it’s about the culture of mixing work and play.

The moment you step inside, you might take a step backwards, thinking you have wrongly come to a modern mall! It starts at the reception itself, which resembles a high-end shop. There’s a Look Good Café as well as a live video-shoot ramp. The names of famous fashion models are scrawled on the walls, while portraits of sports and fashion icons brighten up the office space.

Comics and graffiti decorate the walls, while lounges welcome you to take a break. The mannequins and racks of clothes, not to mention camera on a tripod, are typical signs of a fashion photoshoot.

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The brand Myntra is representative of fashion to its numerous fans. Similarly, its office recreates the world of fashion across its four floors, with each floor showcasing different aspects of the fashion business – such as fashion brands, fashion sports, fashion editors and fashion stylists.

Myntra’s office in Bangalore also has one of the largest spaces dedicated to indoor games like badminton, snooker, foosball and gym. There’s indoor space to practice cricket, running, bicycling. Myntra even has its own cricket league – the Myntra Premier League – in which high employee participation is seen.

Asked to explain the reason behind Myntra bagging the ‘Trendsetting Workplace’ Award, during an interview, Myntra CEO Ananth Narayanan said, “For me, a trend is an idea, invention, or differentiated approach, that fundamentally changes how people, organisations and society conduct themselves.”

“Trends tend to shape and change the ecosystem permanently. When it comes to Myntra, Ananth elaborates, belonging as it does to “an industry like fashion, it is important to have a vibrant and open culture that spawns creativity and nurtures talent. Our culture and office are intertwined. Our vibrant and colourful office space underscores our commitment to create a vibrant and fun culture at work.”

“Since Myntra employees spend a considerable part of their day within the office, it is important that the workspace reflect the culture that one wants to build. People mix work and play without compromising on results,” he adds.

What’s even better is that the trendsetting culture at Myntra is not just about office design, but that it extends to some pretty cool policies and perks also. Women employees, for example, have the option of taking a six-month maternity leave, followed by flexible working models on their return to office.

Since the beginning, Myntra has succeeded in building a really different culture that aids innovation, encourages risk-taking, values ownership and appreciates collaboration. The main differentiators that help to promote such are a culture are Myntra’s value system, which comprises, “Myntra First, Aim High, Make it Happen, Make Work Fun, Look Good & Relentless Focus on the Consumer.”

Each of these values is deeply embedded into Myntra’s Systems And People Practices.  Some key examples of implementing these values can be seen in the “Myntra Performance Management System”, which is aimed at recognising team performance through establishing team goals over individual goals. The Myntra Customer Immersion Programme ensures each employee understands the consumer by actually delivering products door to door, before officially onboarding.

Ananth Narayanan says, “I see two big shifts in the workplace. First, the approach to doing business has changed from linear to non-linear. Secondly, organisations no longer view employees as resources, but as partners in their success. The emergence of technology giants and new age start-ups has played a big role in this.”

Vogue India Had Night Out On Myntra

Among the most awaited events on the Indian fashion calendar – Vogue India’s Fashion’s Night Out – for the very first time, went digital in association with Myntra, the leading fashion portal. The dates for the event were 14-16 October, 2016.

The debut was the perfect time for fans of Vogue to buy classic Vogue favourites like Vogue Loves, Vogue Merchandise, Vogue Curates and Vogue Edits.

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Vogue has always been about the zeitgeist and this unique e-shopping experience was another step forward for the Vogue community. It was a chance for Myntra’s loyal customers to get their hands on exclusive designs from the best known names in fashion.

Vogue India’s Fashion’s Night Out @Myntra brought more than 90 leading Indian fashion labels in Vogue Loves – including SVA Couture, Tarun Tahiliani, Label by Ritu Kumar, Sabyasachi, Amrapali, Gauri and Nainika, Pankaj & Nidhi, Ashish N Soni, Gaurav Gupta, Rajesh Pratap Singh, Sanjay Garg, Shantanu & Nikhil, Suhani Pittie,. Arti Vijay Gupta, Deepa Gurnani, Dhruv Kapoor, Eina Ahluwalia, Geisha Designs, Ikai by Ragini Ahuja, Ilk by Shikha & Vinita, Hemant & Nandita, Kanika Goyal, Nikasha, Nimish Shah, Not So Serious, Outhouse, Payal Khandwala, PayalPratap, Shivan and Narresh, Sukriti & Akriti and Valliyan.

It was Fashion’s Night Out on Myntra, courtesy Vogue, with top-notch designers creating exclusive Vogue merchandise for the special event. The designers were Tarun Tahiliani and Monisha Jaising, with T-shirts and tote bags, respectively.

Vogue Curates helped customers to try out multiple looks for themselves, while Vogue Edits showcased select pieces from major international fashion brands.

Women Can’t Be Contained in Stereotypes

Women are oppressed in India, and have been for as long as recorded history serves us. With the advent of Islam in India in the Mughal period, several notions of ‘purda’ and ‘hijab’ made its way to the local Indian women. It happened in the form of clothes such as salwar-kurta and dupatta. It became the most preferred attire for women. Earlier, hindu women were known to let their bosoms remain uncovered as they often wore sarees which were mostly wrapped around their waists with one end going over the shoulder. As the time progressed, so did the fashion and rights of women. For a long time, in the patriarchal order under the Islamic rulers, women were given little freedom to do as appeased them, but now in the year 2016, times have changed remarkably, however, a ghost of the previous restrictions still exist for the women in our country.

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‘Don’t go out after sunset’, ‘Don’t talk to boys’, ‘Don’t wear short clothes’, ‘Get married quickly or what will the society think?’…these kind of oppressive words are still being spoken every day to women along with countless other small tidbits which put a question of the extent of freedom granted to women. To break such stereotypes which shackle the modern Indian women, several media platforms are being used to promote education for girls, equality in the work space, and women empowerment.

Anouk by Myntra is one such venture which utilizes digital media to shed light on such issues while promoting their apparel which are created for the modern Indian women. ‘Bold is Beautiful’ is one such campaign which focuses solely on issues relating to inequality between men and women, showcasing how a powerful message can be communicated by a woman who is confident in her demeanor and unstoppable in her pursuits.  Anouk offers a variety of bold, ethnic wear for women who do not give into external pressures and stand up for themselves in a world that is frequently learning to respect people who do.

Ethnic side of ‘All about you’

Ethnicity –how does one describe it? Is it the summation of everything that is found, invented, evolved or existing in our motherland? Or is it simply what has captured our hearts for so long (for centuries) that it has become a part of us? Ethnicity is what remains when the rest has moved on through the sands of time. So what is our inheritance as Indian of modern age? One thing comes to mind before anything else: Our clothes.

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Ethnic fashion is big in India, even today when there are no limits of trading (because of globalization) and western clothing is just as readily available. Much of the textile market in India deals with the manufacturing of Indian clothes or ethnic wear such as Kurta-Pajama, Salwar-Kameez, Sarees etc. and it is because of the popularity of such items all over the world that Indians are reputed to be brightly-dressed in beautifully embroidered clothes. However that international image is not exactly on the mark as even the ethnic fashion has been going through a continuous evolution. With Bollywood helping greatly in the propagation of trends since its inception, ethnic fashion clearly outshines western fashion in the films.

Deepika Padukone –the young, vibrant superstar, has similar thoughts on ethnic wear, as she has ventured into fashion with her brand ‘All About You’ with Myntra. Offering a vibrant collection of ethnic wear, she is set to take the trend-setting crowd by their brightly-colored dupattas and introduce her own natural style into the mix. Offering a variety of sober, subtle and breezy-cutted attires, ‘All About You’ offers you grandeur in minimalism.