ACADEMIC SESSION

2016-2018

Group Project
Supply chain management

SUBMITTED TO: SUBMITTED BY:

Prof. Sunita guru Adarsh Kumar 164103
Mustafa raja 164134

Tejal Jain 164157

 ACKNOWLEDGEMENT

I would like to express my deepest gratitude to all those who provided me the
possibility to complete this assignment.

Furthermore I would like to acknowledge with much gratitude to our faculty Prof.
Sunita guru for giving me this assignment which made me to learn about the supply
chain management in myntra.
 Type of site
Myntra E-commerce

(Online shopping)
Myntra is an Indian fashion e-
commerce marketplace company Available in English
headquartered
in Bengaluru, Karnataka, India. The
Owner Flipkart
company was founded in 2007 by Indian
Institute of Technology graduates with a
Website www.myntra.com
focus on personalization of gift items. By
2010, Myntra shifted its focus to the online
retailing of branded apparel. Alexa rank 846 (Jan 2017)[1]

Established by Mukesh Bansal along with

Yes
Ashutosh Lawania and Vineet Saxena, Commercial
Myntra was in the business of on-demand
personalisation of gift items. It mainly Registration Required

operated on the B2B (business-to-business)

model during its initial years. Between 2007 Launched 2009
and 2010, the online portal allowed
customers to personalize products such as Current status Online
T-shirts, mugs, mouse pads, calendars,
watches, teddy bears, pendants, wine glasses and jigsaw puzzles.
In 2011, Myntra expanded its catalogue to include fashion and lifestyle products and
moved away from personalization. Myntra tied up with various popular brands to
retail a wide range of latest merchandise from these brands. Myntra offered products
from 350 Indian and International brands by 2012. Myntra also had casual wear for
men and women from brands. The website saw the launch of Fastrack watches and
of Being Human, the brand.
2014 saw the merging of Myntra with another Indian e-commerce
giant Flipkart.com in an estimated deal of 2,000 crore (US$310 million), though
nothing in terms of value was officially disclosed by any of the company. Merger
was majorly influenced by two large common shareholders, Tiger Global and Accel
Partners. Myntra still continues to function and operate independently to increase its
market share from 50 to 70 per cent of the market share. In 2014, Myntra's portfolio
included about 1,50,000 products of over 1000 brands ranging from international
brands to designer brands and distribution area of around 9000 pincodes in India.
In May 2015, Myntra moved on to app-only business model wherein customers can
only buy and transact in their site through smartphones. The move came after the
site claimed that 95 percent of Internet traffic on their site came mobile and 70
percent sales were generated through smartphones. The move to app-only generated
mixed reviews and saw 10% dip in sales initially.
However, in February 2016, the company retracted its app-only model in an attempt
to win back lost customers. The company cited that the app-only strategy had
backfired and Myntra would relaunch its website.
Myntra was voted as the "Indias Most Admired & Valuable Power Brand Award
2016" at 7th Annual India Leadership Conclave & Indian Affairs Business
Leadership Awards 2016 under the chairmanship of the founder Satya Brahma on
Friday 1 July 2016 in Mumbai.
In May 2014, Myntra.com merged with Flipkart to compete against Amazon which
entered the Indian market in June 2013 and other established offline retailers
like Future Group, Aditya Birla Group and Reliance Retail.
Product offerings
Myntra.com is a marketplace that deals in a bouquet of nearly
150,000 products from more than 1,000 International and Indian brands. It started
its operations with B2B model of business but also offered
few personalised products to its customers like calendars, watches, mugs and mouse
pads.

Currently, it has adopted B2C business model and operates via its website and
mobile app. Its products are for men, children and women and includes

Topwear Casual shirts, formal shirts, t-shirts, sweaters, suits, coats,

sweatshirts, jackets, kurtas, kurtis, saris, blouses, dupattas, shawls, jumpsuits,
dresses, waistcoat and tunics
Bottom Wear Track pants, shorts, formal and casual trousers, shorts, jeans,
leggings, salwar, jeggings, skirts, capris and churidars
Activewear and sportswear- Active t-shirts and swimwear
Accessories- Smart wearable and watches
Sports equipment
Innerwear- Lingerie, sleepwear, loungewear, boxers, vests, thermals and trunks
Footwear- Casual shoes, sports shoes, formal shoes, sandals, heel and flats
Cosmetics and personal care products- Shampoo, soaps, moisturiser,
aftershave lotion, aftershave cream and face wash
Luggage and trolley
Fashion accessories- Belts, wallets, mufflers, helmets, ties and cufflinks
Home and living products Bed sheets, pillows, pillow covers, quilts, curtains,
cushion cover, bath towels, table cover, showpieces, wall dcor, candles and
vases
Pricing
Myntra.com is one of the most powerful fashion brands in the online market. Its
investors include IDG Ventures, NEA-IndoUS ventures and Accel Partners. Myntra
has targeted fashion conscious, online shoppers and the medium-income group as its
target customers. It faces intense competition from several companies that has
resulted in the implementation of competitive pricingstrategy. Myntra.com has
kept product prices at reasonable and pocket-friendly rates to lure customers and
increase its market share. It has also adopted a promotional policy and offers several
incentives to draw its customers to its portal.

Revenue model
Myntra.com is an aggregator of many brands. Its business model is based on
procuring current season merchandise from various brands and making them
available on the portal at the same time as in respective retail brand outlets. All
these products are offered to customers on MRP. It is a Business to Customer (B to
C) revenue model
 Supply chain management
Supply chain management (SCM) is the management of a network of
interconnected businesses involved in the ultimate provision of product and service
packages required by end customers (Harland, 1996). Supply chain management
spans all movement and storage of raw materials, work-in-process inventory, and
finished goods from point of origin to point of consumption.
Basic terms used in myntra supply chain

Product sourcing is locating a source of products to sell that you do not

manufacture yourself.
Drop shipping involves transferring customer orders to another company,
who fulfills the orders by shipping the items directly to the customer on your
behalf.
Wholesale suppliers are simply providing you items at wholesale prices
from the manufacturers.
Logistics of myntra
Myntra.com is an Indian company with its presence spread over nearly 9,000
locations in India. Its headquarters base is at Bengaluru in Karnataka and regional
offices in Chennai, Mumbai and New Delhi. The company is aware how important
seamless logistics is as it can make or break an e-commerce portal. Hence
Myntra.com has decided to adopt the Hybrid-logistic model, which would help them
to gain recognition and also penetrate in further areas.

Third-party distributors were allotted to help the company in their operational

logistics. Its own strong and widespread distribution network includes an
efficient supply chain and a capable delivery service so that goods reach its
customers safely and within allotted timeframe. Its merger with Flipkart has
increased its distribution channel and helped it to penetrate and reach
additional markets. Besides online platform, Myntra.com also offers a personalized
experience to its loyal customers via mobile shopping.

Value Chain Analysis

 o Firm Infrastructure -The basic requirement of Myntra was for the office to
reflect youthfulness, freshness, and vibrancy while incorporating fashion as
the overall theme. The design team left no stone unturned in making this
dream a reality.
o Human resource management- is one such support activity that can make or
break any organisation in the long run. It is a very employee friendly
organisation. The firm focuses on work- life balance.
o Technology- Its technology allows online retail to be possible by hosting the
website in which the customer can browse through the online catalogue,
choose what he wants to buy, make online payment and receive the goods at
his/her doorstep.
o Procurement is important for Myntra as they deal in merchandising; they
receive the finished goods from various brands, store them at their various
warehouses and then ship them to the customer when ordered.
o Outbound logistics is one of the critical activities for Myntra. They use a
third party courier for their outbound logistics. It is their responsibility to
give the demanded product to the third party courier as soon as possible.
They then keep track of the lead time and try to reduce it with collaboration
from the courier company.
Marketing and Sales is a core activity of Myntra. Through proper marketing
Myntra is creating awareness among customer & enhancing their online shopping
experience.
CONCLUSION
E- Business signifies a complete new & profitable way to do business, providing
the all requirements as desired. The Internet is equivalent to online world where all
the resources are not fully exploited and where customers may gain advantages.
Here corporations may upsurge their profits further and users may find the desired
product or service easily without stress of shopping around. Customers keep
coming back only if earlier shopping experiences have been pleasant and
successful. In this intricate business world, the e-retailing will become tremendous
business strategic concept. Most profitable method of business process in coming
decade to the textile and garment industries. E-retailing strategies of myntra