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. 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.”
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Being a patriarchal society, Indian society has its roots firmly dug into the times gone by: when women were expected to jump into the burning pyres of their husbands, when young girls were married off, when women weren’t allowed to go out of the house much less live an independent life. But all of that has gone and now lost in the sands of time, leaving only a flimsy shadow of the oppression, but one which is still unfair to the women of today. The modern ramifications of oppressing women of the past is still dragging many a society behind, with the most extreme situations posing serious threats to the free-will of women, but a new age is upon is and one that guarantees equality. Issues faced by women, and in turn women empowerment is a powerful movement with a firm hold on the modern Indian ideals. Many media platforms, channels, public forums etc. are taking up the cause with fervent excitement and it seems that soon the last chains of the patriarchal past of India will be soon left behind, making way for a modern society based on equality. Anouk by Myntra, is a one such brand which focuses its campaigns on empowered women of today through campaigns such as the ‘Bold is beautiful’. Taking up several issues faced by the modern Indian women in regard to equality, Anouk creates advertisements which invoke the feelings of modernity that are in a way still grounded in the Indian society. With the aim to reach as many women as possible with their messages of women empowerment, Anouk attracts its customers by genuinely appealing to the side of them that has been oppressed, or has seen oppression happening to other women they know. Such oppression is not always direct: sometimes it comes hidden behind the plaintive requests of one’s spouse such as a husband wanting her wife to quit her job because of his convenience. Or a woman being told what she can and cannot wear. It is still a widely practiced form of oppression that women in rural areas are never sent to school for education and are married off quickly, sometimes even before they are legally allowed to wed. Women empowerment is a movement that has a long way to go before it can stand triumphant in the Indian soil, as many of the women in our country remain illiterate, but with the coming of the ‘digital age’ many platforms were created for the public voice to be amplified. Anouk offers a variety of apparel in the ethnic wear section, but not just for the housewives. The Anouk collection concentrates on creating bold designs which are still grounded enough to be construed as ‘formals’ for workplaces. The modern Indian woman transforms effortlessly from the fast-paced office-lady to being the mother-of-two in a matter of minutes, leaving little to no time for changing attires. So what they wear in the morning becomes their uniform for the day, and that kind of thought is present in the Anouk collection. Why do women love handbags so much? Is it because of convenience –it carries everything from their eyeliners, lipsticks, make-up, money, change, passport to their birth certificates? But men also keep all of their essentials in their briefcases and don’t seem to have such a strong bond with it. Is it because a bag is also a fashion accessory? Maybe. What really answers the questions is this: Women love handbags because they get it all, trend and convenience, from that little extra strap around their shoulders. It is not restricted to any one place on earth, women all over the world love bags. From the stables of Milan, Italy comes a brand which straight-out loves to make fashionable bags just as much as women love to have them. Love Moschino range of fashionable bags first came to limelight in March 2014, with its first flagship store at the exclusive Corso Venezia Avenue. The ‘M’ monogram with a heart shape has since then emerged to be one of the most desirable brands across the world. Forget Louis Vuitton, Georgio Armani and Gucci –‘Love Moschino’ is the ‘new’ and ‘in-style’ in the fashion world. Initially started in 1983 by an Italian designer Franco Moschino, the younger version of the Moschino brand is called ‘Love Moschino’ - the ‘Love’ meant to represent empathy, sharing, emotions, together with the desire to express oneself. And it has helped in expressions. People from all over the world are going gaga over the young new ‘Love Moschino’ as it takes the formal training and classic know-hows of making luxury bags and mixes it with what is ‘in’ ‘here and now’. This amalgamation of the old and the new is sure to bring the spotlight of the fashion world on the new collection. Now available on Myntra, ‘Love Moschino’ comprises of handbags, backpacks, sling-bags, clutches and wallets, besides quilted bags and patchwork totes, and geometric-cut and studded box clutches. It is known all over the world for its eclectic style and designs, the collection from ‘Love Moschino’ is a blend of pop culture and high fashion. Available in noteworthy hues of red, black, ivory and beige, the collection is sure to put the shopping instincts of all bag-lovers into overdrive. Imagine buying that lovely satin-contoured-sequined bag in your favorite shade which goes amazingly with the new red dress you bought. Now that you have, you need only visit the Myntra page and the dream comes true. Making ‘Love Moschino’ available at your doorstep, not just handbags either, but the entire collection is the Myntra way of doing good for the world. However, ‘Love Moschino’ does not only offer bags but a wide range of ready-to-wear collections such as shoes, charms, eyewear, watches and small leather goods. Come, be a part of the largest growing center of online shopping –Myntra, and go through all the international and national brands now at your service. Don’t waste the opportunity to own one before they’re all out, because they will be if you don’t hurry. |
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December 2021
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