Myntra and Rannvijay Announce the Launch of Extreme Clothing Brand – Disrupt

Growing up, we were all aware of the hugely popular and distinctly unique TV show called ‘Roadies’. While the show drew its fair share of retractors, it also attained a cult status among fans of the show. Historically, it marked the first instance of a successful reality show based in India. It is also remembered for bookmarking the transition of MTV from a purely music channel to a music-reality TV channel, which was also a global trend. One of the reasons why Roadies gained immense fame was due to the ever-present Rannvijay Singh, who was once the winning participant of the adventure reality show, and subsequently went on to host and judge the show. Throughout the show, he showed his determination and earnestness, and maintained an aggressive approach that was guided by principle.

Over the years, Rannvijay has moved from television shows to modelling, acting in films, and more recently, he launched his signature line of clothing. Launched with the help of Myntra, Rannvijay announced Disrupt, an adventurous clothing line for adrenaline junkies. Over the last few months, as was evident from his posts on social media platforms, he was designing this clothing line with his friend Shakeef Khan. The line is targeted toward customers who are free, wild-spirited, and original.

An excited Rannvijay spoke in a flurry about his new brand, saying ““I strongly believe Fashion should always be effortless yet cool. There is a bit of personality and fashion sense in all the styles offered at Disrupt. The key idea was to combine our concept of disruption along with the new-age audience. From the prints, the stitch styles, and the color palettes, there is an element of disruption in almost all of them.”

Rannvijay of Roadies Fame Launches ‘Disrupt’ with Myntra

His partner Shakeef Khan was equally enthusiastic and optimistic about Disrupt’s launch on Myntra. He said, “Our collection is a perfect blend of style and substance. We want to leverage Rannvijay’s massive fan following, his fashion sensibilities and combine that with the need for a solid casual wear brand in the market. Rannvijay is widely known for his fashion sensibilities and we are confident that Disrupt will soon emerge as the individualistic fashion choice amongst the young and fashion-conscious Indian consumers in the next one year.’

Aimed at millennials, the brand has done well to keep in mind the dressing habits of the target demographic. Millennials have largely abandoned classic dressing norms of yesteryear, with a distinct preference of tees over formals, sandals over slippers, and shorts over jeans and trousers, and in general, the paradigm has shifted from showiness and conformity to comfort and functionality. It’s no debate that in the harshly temperate climate of India, comfort is the key to productivity. Hence, the rebellious line of clothing from Rannvijay and Myntra is sure to appeal to the younger generations since that is exactly what they are offering.

Puspen Maity of Myntra’s Sales Department, said, “Disrupt will make for a key and interesting addition to Myntra’s portfolio of contemporary street fashion and youth culture, which is in great demand lately. The brand is a manifestation of Rannvijay’s persona as a cool and effortless swashbuckler and is sure to be a rage among his fans. Our exclusive association with the brand clearly positions Myntra as the go-to destination for celebrity driven brands, offering comfort and quality at the best price.”

Source: http://www.articlecede.com/shopping-and-product/rannvijay-of-roadies-fame-launches-disrupt-with-myntra/

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The Staff That Made EORS a Huge Success

With the conclusion latest edition of the End of Reason Sale, Myntra emerged successful and more than content with their performance. This was the 8th edition of the End of Reason Sale, and was held between 22nd and 25th June 2018. With discounts of 50 to 80% being offered, it was no surprise when customers from around the country were enticed by the sales event and went on a shopping spree like never before. However, this incredible campaign could only be pulled off thanks to the blood, sweat and tears of the Myntra staff, delivery personnel and customer care executives.

Myntra’s CEO, Ananth Narayanan, also credited the innovation team for developing key strategies that helped them penetrate the market and take hold of a substantial share of it. He commended the hard work of all the departments in Myntra, and credited them for their ability to complement each other and work efficiently towards a common goal. He said,” This year, like every other year, we’ve had some fabulous innovations, like Early Access, whether it’s our referral programme, or the personalized videos that we send out, all of these have been incredible innovations”.

Here Is What Happened Behind the Scenes

Here is what some of the department heads of Myntra had to say about their experiences of the event.

Jeyandran Venugopal, Chief Technical Officer

“EORS is getting bigger and better for us, and it’s been amazing to go on this journey. This is my third End of Reason Sale, and every edition of this event has been totally amazing.

Gunjan Soni, Chief Marketing Officer

“EORS is what brings the best out of Myntra, I think it brings all of us together, and that’s what makes it a spectacular event.”

Manish Pansari, Senior VC, Supply Chain Management

“There are a few things that have been consistent – we’ve just been growing, the scale has been growing, and the experience has been amazing and fantastic always. The festival mode is always on”

Amit Mathur, Senior Director, Human Capital

“There’s an existing ritual, involving a chocolate fountain, seems to be very lucky for EORS. I make sure I go and eat some of those chocolate wafers”

Sriram Iyer, VC of Engineering (Research Labs)

‘End of Reason Sale has remained the same, the only thing is that the scale has been getting larger and larger, and the event’s getting grander and grander, and tech getting better and better.”

Dhanmoni Sharma, Associate Director of Real Estate & Workplace

The energy level or kind of engagement, the culture that we build around the EORS, or the team bonding, that is the best part of EORS”

Dipanjan Basu, Chief Financial Officer

The tension in the build-up, and the fact that we always try to solve problems and the hustle around EORS, that hasn’t changed.”

Mithun Sundar, Chief Revenue Officer

“I’ve never been a part of something so special, where we’re solving problems live, making quick decisions live – very exciting.”

Avishek Sen, VC, Human Capital and Customer Experience

“The way all the teams, be it technology, be it revenue, be it consumer experience, supply chain, how everybody comes together, is what makes the event a true success”