When Roadster Became Official Fashion Partner Of Fast & Furious 8

Roadster, Myntra’s outdoor lifestyle brand, has always been much sought after by adventure lovers. So, it came as no surprise when it was chosen as the official fashion partner for no less than the Hollywood movie franchise, Fast & Furious 8, on the eve of the release of the movie in India.

Just in time for the release in India of the eighth instalment of NBC Universal’s top movie, starring Vin Diesel, Dwayne “The Rock” Johnson and Jason Statham, the movie’s indelible imprint is now visible in Roadster apparel. The movie has been running in theatres since April 12, 2017.

In an exclusive partnership, a ‘Fast & Furious 8 collection by Roadster’  has been created for fans of both the movie as well as the clothing brand from Myntra. It comprises 120 designs in graphic tees, tops, shirts and denims. Reflecting the presence of an increasing number of women in adventure sports in present times, the collection has an exciting clothing range for women too.

Surely, wearing a T-shirt reflecting dramatic visuals of muscle cars or unforgettable quotes from the movie franchise, is what a fan’s world is all about. The Fast & Furious 8 Roadster denim collection has distinctive accordion panels on the knees which allow for enhanced stretch and make for greater riding comfort.

The special edition collection is priced from Rs.799 onwards.

The Fast & Furious 8 collection by Roadster is available on the Myntra website and at the Roadster brand store in Bengaluru only. The store had recently opened to rave reviews, allowing customers to use the latest technology to have a shopping experience like never before, with features like Touch-interface, ‘Scan & Go’ purchase mechanism, no shopping bags, no checkout counters and no billing queues.

As part of a related contest, Roadster offered its customers unique promotions and a chance to win free tickets to the action flick.

Speaking on the association, Manohar Kamath, Head, Myntra Fashion Brands, said, “We are delighted to bring the Fast & Furious brand of speed and action to the world of fashion. The agreement between NBC Universal’s Fast & Furious franchise and Roadster brings together two brands that are synonymous with passion for the road. Roadster has always had an aptitude for speed and a fearless attitude. This ties in perfectly with the Fast & Furious franchise. We are confident that the exclusive collection will be a success and we look forward to extend the range to accessories and footwear in the future.”

Bhavik Vora, Founder & CEO, Black White Orange Brands Pvt. Ltd, the licensing agency that represents NBCUniversal in India & South Asia, said, “Fast and Furious is not just a movie, it’s also a culture. It represents passion for living on the edge. We’ve found a perfect partner in Roadster to give form to this thought. Their aesthetically appealing and aspirational range will ensure that fans in India can literally flaunt this brand on-their-sleeve.”

Black White Orange is known for having signed famous brands like Baahubali, HBO’s Game of Thrones, Paramount Pictures, Sesame Street, Brand YouWeCan, PSG Football Club, Assassins Creed, British Motor Heritage & US-based design house bCreative.

Myntra, India’s leading platform for fashion brands, has partnered with leading franchises and brands in the past as well. Brands such as Nike, Adidas, Puma, Levis, Wrangler, Arrow, Jealous 21, Diesel, CAT, Harley Davidson, Ferrari, Timberland, US Polo, FabIndia, Biba and more are just part of 2000-odd fashion and lifestyle brands you can find onboard Myntra.

What’s more, Myntra delivers to more than 19,000 pincodes across the country, offering customers options like Cash-on-Delivery and 30-day Exchange/Return policy.

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Fashion Has Always Been All About You

India is turning fashionable, and what’s more, it is starting young. Unlike previous generations when only a select few included fashion in their daily choices, today’s world is one where almost every person is into fashion. Today’s fashion is not just about wearing trendy clothes but also the knowledge to accessorize and blend fashion with one’s own taste, all at the same time.

A leading fashion portal like Myntra cannot but be elated at this change. Anant Narayanan, CEO, Myntra & Jabong, in an interview with CNBC, said that fashion and lifestyle are undergoing a major transformation in recent times.

In fact, he went so far as to describe fashion as having emerged as a culture. The reasons for this, elaborated Ananth, was fashion becoming one of the best forms of self-expression; the modern Indian woman becoming aware about what she wants to do; and existing biases getting better. Making Myntra a daily habit for women was a task they had undertaken, shared Ananth.

All About You

What better example than Deepika Padukone’s All About You when it comes to a clothes brand created to give the wearer the freedom to actually wear what one wants, be it in the material that best suits the Indian weather, or having the choice of wearing western as well as Indian (which not many brands offer) and also being one of the most affordable brands in fashion, costing just between Rs 800-Rs 4000.

As Deepika Padukone shared in the same interview, when she initially thought of launching her own clothesline, it was to give expression to the girl inside. But her passion soon evolved into the idea of empowering girls and women, from age 15 to age 40, by giving them the right to find their preferred fashion within this brand.

Deepika said that fashion was an extension of a person’s personality and it truly came into fruition when one had the liberty to wear what they wanted to at home, work or any social setting without any peer pressure. Talking of her Spring-Summer collection launched recently, she said it had softer and lighter fabrics, lace, florals and pastels, with comfort being the key word. Deepika also emphasized that knowledge and acceptance of one’s own uniqueness is key and it is upto each one of us to mould it into our strength. Only then can a person drive out the irrelevant and embrace themselves.

All About You has also proved to be one of the top five women’s wear brands on Myntra, and among the top ten on Jabong, according to Ananth. The unique partnership of Deepika and Ananth, one an actor and the other a businessman, can be credited with the success that All About You has seen in the online retail space. By making the brand a lot more accessible to a larger audience, by endorsing simplicity as well as pizzazz, All About You has reduced the isolation that a lot of brands create by catering to specific trends and audiences. As Deepika has stated, it is all about exploring and embracing your true self which would in turn reflect in one’s style and clothing, the idea on which All About You is based on. As a matter of fact, Deepika based the idea of the brand based on her own mother’s elegant and relatable fashion which inspired her.

All About You has seen good growth in recent years. With a Year on Year growth of 150%, it’s no surprise that the brand is so hugely successful and will continue scaling higher in the foreseeable future.

Source: http://articles.org/fashion-gears-up-to-meet-a-fashionable-generation/

No More Billing Queues At Roadster’s New Outlet

On March 17th 2017, Myntra opened its first offline retail store for its outdoor lifestyle brand Roadster, one of its bestsellers. The opening of this store lines up with Myntra’s ambition of employing technology to make fashion and lifestyle more accessible to the Indian mass.

The new Roadster store is opening at 100 Feet Road in Indiranagar, one of the very posh residential and commercial locality of Bengaluru. With a store size of 4000 square feet, this luxuriously huge store has been designed to engage customers with its appearance, ambience and use of technology.

Roadster

Inside the store is a video wall, with complete control to shopper by virtue of a touch interface, which will display every nooks and crannies of all Roadster products as well as provide a snippet of the latest fashion trends across the globe. To make things more interesting for the customer, a ‘Scan & Go’ purchase mechanism will be in place which will allow customers to add their purchase choices from the Roadster lineup into the Myntra shopping cart, removing the need for shopping bags, checkout counters and long billing queues, making it an even more comfortable experience for the customer.

To take the technology boom employed at Roadster one step further, a ’Highway 360’ feature, powered by virtual reality, will allow a person to visit idyllic locations and have incredible experiences, all through a virtual road trip. If this wasn’t enough, the customers will also get to pick tokens from a display that are to be placed on the touch-surface which will reveal real life destinations and clothing options appropriate for said location. All of this technology is done through the power of Artificial Intelligence, designed to empower and enrich the customer experience.

Myntra and Roadster’s alliance has paved the way for Myntra to develop an omni-channel presence, a feat not yet achieved by e-commerce sites in India of this scale. Roadster’s sale on Myntra constitutes of a little more than 8% of the overall revenue of Myntra, and such a partnership will help push Myntra’s dream of technology integration to the customer buying experience.

Ananth Narayan, CEO of Myntra & Jabong, spoke at the occasion of the store’s soft opening. He said that the store’s opening was the first step in Myntra’s plan to expand in the offline market and a brand like Roadster, with a growth rate of 80% YoY, will make for a very beneficial partnership for Roadster to boost its products and Myntra to become more omnipresent in the Indian retail market. He added that the store would be a transformative experience for customers through the technology that they will get to experience and bring in a new era of the shopping experience overall.

Adding to that, Manohar Kamath, Head of Myntra’s Fashion Brands, said that the store will be an addition to the portfolio of what Myntra has to and can offer to customers and the store’s design will prove to be a game changer for the future of retail.

 

Myntra Brings You Swarovski Jewellery, The Best Accessory

Valentine’s Day just got over and it was all about adding a sparkle to one’s clothes as well as to life. What better way to do that than by wearing Swarovski crystal jewellery, with its glamourous and classic look.

Swarovski’s jewellery stands out because of its crystal beads, which contain 32% lead, maximizing the refraction from the crystals. One can find Swarovksi jewellery in a multitude of colours precisely because of the different refractions of light that are made to emerge from the crystals.

Swarovski is a famous Austrian brand based out of Europe. The company headquarters, known as Swarovski Crystal Worlds, based in Wattens, Austria, attracts tourists from around the world l Worlds. A Giant created out of grass, with huge crystals for its eyes, is known to people around the world as more than 12 million people have visited the place. Another attraction there is a Crystal Cloud, with eight lakh Swarovski crystals!

The story goes that the founder of Swarovski, Daniel Swarovski, was skilled in glass-cutting. Yet, he invented an electric cutting machine which used hydro-electricity, so as to cut crystal glass finely.

swarovski-story-inside_myntra_140217

It was when the company formed by his name – Swarovski – launched its watches and jewellery collection in Europe that it became a desirable brand. Its USP were the precisely-cut, high quality, stunning glass crystals, besides the minerals, sand and quartz used to create its beautiful jewellery and watches. Swarovski’s crystal figurines can also find pride of place in homes around the world.

Thankfully, one doesn’t have to look far to possess a piece of Swarovski. Myntra, the leading fashion portal of India, has a huge collection of rings, bracelets, necklaces and earrings. On Myntra, Swarovski is available in unique forms, like a crystalline watch set, a tennis set bracelet, a crystal bangle watch and a crystalline Stardust pen. Party season or not, Swarovski accessories may be the best companion for you.

The Myntra-Swarovski partnership was crystallized in June 2016, following which, a huge collection of Swarovski’s earrings, bracelets, necklaces, sets, watches, writing instruments and more, became available to Myntra’s clientale.

The partnership was extra special for Myntra because it was also the first time that Swarovski had entered the online retail space.

In fact, the Swarovski e-boutique soon became one of Myntra’s premium offerings. Earlier available only in brick-and-mortar boutiques and stores of Swarovski, they were to be found at the mere click of a keyboard or button on a smartphone.

The best news of all, one that will undoubtedly bring a sparkle to your eyes, is that the price of this world-famous jewellery is not too expensive, starting from as low as Rs 1,990 to maximum of Rs 49,900.

The objective of the partnership between Myntra and Swarovski is to consolidate the online fashion portal’s reach and access with tech-savvy consumers in Tier II and Tier III markets, where it wants to enter through diversifying its brand offerings, thereby bringing the best of fashion and lifestyle to all parts of the country.

 

Myntra’s End of Reason sale begins Jan 3

Myntra, India’s leading online fashion portal, is bringing its flagship End of Reason Sale once again starting January 3, 2017. This is the fifth edition of the landmark sale. It lasts up to January 5, 2017.

Just when you think all the festivals and celebrations are over with the year coming to a close, the Myntra sale, coming as it does at the start of a new year, brings a whiff of hope and excitement with it. What’s more, the sale promises to deliver everything your heart desires with its tagline: “Jo chaho milega, jab Myntra ka sale khulega” (meaning whatever you want you can have, when the Myntra sale opens).

Myntra EORS sale

Around 1800 top Indian and international brands with their latest winter collections are part of the sale, which expects about 10 million-plus customers to come online to shop and create a new wardrobe for the New Year. To participate, customers of Myntra can shop through the Myntra mobile app, the Myntra mobile website and the Myntra website on the desktop.

Last year’s sale, the fourth edition of EORS, had helped Myntra log over two million item orders at the conclusion of the first day of a two-day sale. In the run-up to the opening of the sale last year, Rs 700 crore worth of products were added to the EORS wishlist. The wishlist is a special feature associated with the event. Potential customers have to hurry up and fill their wishlist with their favourite styles, so they don’t miss any extra offers.

One can expect up to 80% discount on the largest range of fashion clothing. An extra 5% discount can be availed on every purchase if a customer pays with a Myntra gift card.

Myntra has also introduced gamification during the EORS sale. The game, available on the Myntra app, allows one to play, accumulate points, and win early access to the sale. There are many other innovative activities, like the Mannequin Challenge, which can be used to uncover the prices of products.

By now, most people must have spotted the Myntra ad at least once. The ad features both P V Sindhu and Hrithik Roshan. While the Olympic champion and ace shuttler is seen tackling two players across the net even as she prefers to browse through he Myntra App, the Bollywood star is seen in his branded clothing lien HRX, jogging and giving a shoutout about the sale dates.

The 35-second ad tells shoppers to get ready for the ultimate sale. It encapsulates the secret fashion desires of people, and helps to build excitement. The commercial can be spotted on top TV Channels, while the marketing campaign for the sale is spread across print, radio, digital and social media. On the digital front,, besides the game, Twitter has seen Indian off-spinner R Ashwin doing his bit for the sale.

The TVC has been conceptualized by Happy Creative and directed by Razneesh Ghai. Kartik Iyer, CEO, Happy Creative Services, had this to say: “Working with Myntra on their EORS campaign has always been exciting, with the sale growing by leaps and bounds every season. The aim has been to build excitement around the most awaited fashion sale in the country.”

On the campaign, Gunjan Soni, CMO & Head, International Brands Business, Myntra, said, “EORS has emerged as the most sought-after fashion sale event in the country. Through this campaign, we are reaching out to our existing and new customers, urging them to prepare and make the most of the three-day sale.”

Gunjan Soni added, “The size and reach of our marketing campaign for the upcoming ‘End of Reason Sale’ is unprecedented. We have come up with an array of innovative activities to engage with our customers. We are doing a take on the Mannequin Challenge to reveal prices of products, gamification to drive traffic and a focused regional push on digital.”

Top Bosses Of Myntra Decode A Dynamic Workplace

If you’ve ever wondered what it’s like to work at one of the trendiest workplaces in the country, here are the top bosses at Myntra giving you a peek into daily life at the leading online fashion portal.

In Myntra CEO Ananth Narayanan’s words, “More than the physical workspace, it is Myntra’s culture and values that are exciting. Our mission at Myntra is to use technology to democratise fashion and lifestyle for all in India and even globally. What does it mean? It means using technology and enabling technology to disrupt the fashion and lifestyle space, as well as fashion and value change in the country.”

Ajit Narayanan

“We work through the entire gamut: from buying to making to selling to servicing. Then, we have a very invigorating culture. We aim high and try doing impossible things. And the best ideas win, no matter where they come from,” added Ananth.

Abhinav Trivedi, VP, Engineering, says, “At Myntra, we constantly strive to give a beautiful, swift and secure experience to each customer.”

Ambarish Kenghe, Senior Vice President and Head, Product, says, “Myntra is a tech company to the core. When we do a sale, we are able to scale 2500 times on a normal day, compared to 5-10 times anywhere in the world.”

Ajit Narayanan, Chief Technology Officer, says, “Our aim is to serve 50 million customers that’s not possible without technology being at the core of the journey.”

Sharath Bulusu, Vice President, Product Management, has this to say, “Get prepared to adapt to one of the most exciting markets in the world.”

Myntra Launches Sportswear Collection Ad Campaign

Myntra, the leading online fashion portal, has launched a new campaign to showcase itself as a one-stop destination for all sportswear. The campaign revolves around the theme, “pick a psort, let Mynra do the rest”, implying that no matter what sport may be to your liking, Myntra has everything you need to wear and have for indulging in the sport.

Through the new ad campaign, Myntra is trying to portray itself as not just a one-stop destination for all your sports apparel and accessories, but also the fact that it is not just the category leader in many areas, it is also big on sports. And why not, when 30 per cent of Myntra’s business is sportswear, including sports footwear.

Myntra sports

Moreover, you will not only find everything you need on Myntra, the portal will also help you fit the look, through a software. Myntra’s Shop by Sport and Shoe Finder software enables customers to shop for exactly what they want by filtering products as per their specific requirements. The platform has also added a feature called ‘Assisted Shopping’, wherein customers can dial in and speak to a support expert who will guide and navigate the customer through the sport shopping experience.

The campaign’s aim is to showcase the platform’s sports brand portfolio to reach out and leverage one of the fastest growing fashion segments in India. Being home to over 100 sports brands, including some of the most iconic brands, Myntra offers an unparalleled range of sportswear for people looking to engage in a wide variety of sporting activities.

On the campaign, Gunjan Soni, CMO & Head – International Brands Business, Myntra, had this to say: “Sportswear has been growing at 45% year-on-year and is one of the largest categories on Myntra. The Sports Campaign aims to unequivocally establish Myntra as the foremost destination for all your sportswear needs. A unique attribute for this category is need for advice and keeping this in mind, we have added some features to assist customers while shopping. We have also created a specialized sports store on the Myntra app to cater to the unique needs of customers and we are seeking to drive awareness for these offerings through this campaign.”

The TV Commercial: The TVC uses humour to show how a guy gets inspired to try a new sport each time he gets “hit” by the main object of each sport. Each time he changes his choice of sport, Myntra comes to his recue by providing him with the right asccessories to play that particular sport.

The TVC has been created and produced by Taproot Dentsu. Speaking on the occasion, Ayesha Ghosh, General Manger, Taproot Dentsu, said “As an e-commerce platform, Myntra’s edge lies in the width and depth of offerings, as well as the ease with which to access them. To launch their sport offering, we felt this route works best, as it covers the A-Z of sport and makes for an interesting way to display the sheer number of sporting brands that are available on Myntra. It speaks to anyone, whether serious about sport or not. While not the focus of the story, the service aspects of assisted shopping and shoe finder technology convey the required expertise for Myntra to take the high ground on sport.”

Source: http://articles.abilogic.com/192871/pick-sport-myntra-rest.html

Get Into The Free Esprit Of All Things

Esprit, the famous international brand of clothing and accessories, is now available online on Myntra, making it a convenient way to shop for the popular brand.

Esprit is a French word that means vitality and possessing the spirit of life. It was chosen as the name for a new brand of casual fashion when it debuted in San Francisco, USA in the year 1968. It wanted to become the clothing of choice for young people who were free spirited, unconventional, unique and daring. Therefore, the clothes were designed to be casual for maximum comfort yet as stylish as one could imagine – the best of both worlds, you could say.

esprit-2

Since then, the Esprit brand has become a reputed, desirable, quality fashion clothing line for men, women and children. It claims to be inspired by real people with real emotions, justifying its name, which means “spirited”.

The new Esprit collection on Myntra has arrived just in time for winter, with Christmas a few weeks away, followed by the New Year, so is a showcase of the winter festivities trends. It also happens to have retro inspiration, with a hint of the ’90s styles of fashion and sports luxury.

There are as many 405 different styles to be explored and worn. From baggy tops to trendy sweatshirts, from wide trousers to slim skirts, from jackets to Tees, besides shorts, coats, sweaters and blazers – one has plenty to choose from for lovers of casual chic.

It’s not surprising that Esprit has chosen Myntra as its launch platform. Myntra, after all, possesses an edge on the online fashion landscape in India. The partnership between the two players will undoubtedly help forge plans that will aid Esprit’s business strategy for the region. Esprit has in the past demonstrated its multi-channel approach to conducting its retail operations globally.

From Myntra’s point of view, the arrival of Esprit is an exciting addition to the online portal’s already large portfolio, comprising more than 30 leading international fashion brands of clothes and accessories.

The genesis of Esprit can be traced back to San Francisco, where Susie and Doug Tompkins founded the company, to reflect the sunny Californian attitude through its line of clothing.

The foremost three values behind the very first designs were effortless style, authenticity and easy-living. Esprit aspired to be the best casual fashion brand, offering outstanding value for money. Its colours were forever new, its fabrics always of top quality and most important, extremely easy to wear.

Each Esprit clothing spelt effortless, relaxed and comfortable style. The selection of the fabric, its fitting and quality are the foremost priorities at Esprit.

Esprit’s collection ranges from casual sportswear to business clothing for men and women, casual wear for young women, kids’ clothing, sports wear, ski wear, fitness clothing and street wear. Clothes never being complete without accessories, Esprit also has a huge range of accessories like bags, shoes and watches.

Esprit watches are extremely desirable, and range from the Esprit Black Metal Casual Analog Men’s Watch to the Esprit Rouge Black Women’s Watch. Then, there’s the Esprit Black Leather Casual Analog Men’s Watch and the Esprit Black Silicon Analog Men’s Watch. There’s also the Esprit Marin Halo Gold Men’s Watch.

Esprit Home sells products like furniture and carpets, home textiles and bathroom fabrics. Besides kidswear, Esprit also has stylish maternity wear, toys, and nursery furniture. The group also sells cosmetics under the Red Earth brand.

With a presence in more than 40 countries, around 900 retail stores and more than 7,800 wholesale stores, including franchise stores and spaces in department stores, it’s a force to reckon with.

Source: http://www.sooperarticles.com/shopping-articles/fashion-articles/experience-real-esprit-freedom-myntra-1540983.html

When Myntra Gave A Makeover To Its Employees

Beauty is skin deep, goes the saying, but in reality, the more beautiful one looks, the more happy one feels – which makes beauty quite a deep idea, actually! The staff at Myntra’s warehouse would certainly agree to this philosophy as they all said they were really happy with the way the session made them look and feel.

The Myntra warehouse employees, who normally spend their day doing quality checks on goods to be delivered, then packing them, and finally getting them ready for delivery, were treated to a day that was quite different from their usual, routine day.

myntra-staff-makeover

The day had begun with anticipation, with a male employee wanting to look like a “hero’ after his makeover. A lady employee said she wanted to look “modern and fashionable”. Then, another guy said he wanted to be “fun and cool.” There was one who said she never woke make-up before stepping out of the house but here she was, ready to get a makeover. There was a guy who just wanted a change, a new look, and then there was a girl who said she was prepared not to recognise her familiar face in the mirror.

Well, they got haircuts and blow-drys, eye make-up and and lip make-up, among other things.

The day culminated in feelings of sheer amazement, with people unable to recognise themselves. Someone said she couldn’t believe that she could look like a model. “I feel proud to see how I’ve changed,” said one, while another said, “Seeing the audience expression was simply ‘wow’.”

Following individual attention being given to them by Myntra’s in-house stylists, all the warehouse employees were in agreement that it was one of the best things to happen to them.

Then, it was time to walk the ramp, cheered on by colleagues who couldn’t believe their eyes that the stylish catwalk was by their well-known colleagues.

After a long and hard day’s work, stylist Pious John said he really enjoyed the makeover session with the employees, and it was “worth the wait” to see how fabulous each of the employees looked after it was over.

Rida, another stylist who was accompanying him, said it was a priceless feeling to see the expressions of the Myntra employees on the conclusion of the makeover experiment.

After a hard day’s work, stylist Pious John said the makeover session was “worth the wait”, while stylist Rida said, “Seeing their expressions was priceless.”

Last year, Myntra had offered makeover sessions to its customers with a tie-up with Ola App. The Ola App is of course a mobile app for personal transportation.

Their joint effort offered a free makeover session, curated by personal style advisors, to users of the Ola app. Ola and Myntra flagged off the ‘LookGood Express’ – which were actually dedicated cabs from Ola – filled with goodies, to offer a complete makeover to customers across Bengaluru, Mumbai, Hyderabad, Chennai and Kolkata on August 2nd. Users enjoyed a free makeover at their doorstep on requesting a cab.

The ‘LookGood Express’ had a personal style advisor from Myntra, who called up customers to gather relevant styling details required to design a cool new look for them, on receiving a request through the Ola app. On reaching the customer’s destination, the style advisor handed over a personalised goodie bag with trendy apparels and accessories from Myntra, besides sharing personalised fashion tips to enhance the customer’s new look.

It goes without saying that this first-of-its-kind activity simply delighted fashion lovers across the cities.

At the time, Srikanth Pinninti, Vice-President-Marketing, at Myntra, said, “We have always believed in creating exciting experiences for customers, helping them look good anywhere and everywhere. Our teams of stylists are eager to personally meet and offer individualised style makeovers at their door step.”

Source:http://www.artipot.com/articles/2037085/when-myntra-gave-a-makeover-to-its-employees.htm

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.

office_myntra

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.”