Myntra recently launched a new digital ad film featuring Bollywood diva Chitrangda Singh for its fashion brand for women named All About You (AAY). The ad, which is now live on all social media platforms, showcases Chitrangda Singh describing the modern women of today and celebrations for choosing a life that is little different from the conforms of conventional society.
In the promotional ad, Chitrangda Singh represents an AAY woman who commemorates herself, and her life choices by acknowledging her strength, independence, and originality. The audience sees Chitrangda Singh as one of the most versatile actresses in Bollywood in the video that has been shot at the beautiful Royal Opera House. In the video, Chitrangda showcases some of the best AAY outfits that can be worn on different occasions in a woman’s life. She depicts the freedom a woman aspires to choose her career, clothes, and comfort. The alluring background music adds more magic to the narrative. And the latest AAY collection is on Myntra for all its women shoppers. In Chitrangda Singh’s words, “Working on the ‘All About You’ film and being associated with it has been a pleasure, especially because the brand advocates strength, authenticity, and individualism - the values that I resonate with as a person. I thoroughly enjoyed shooting for the film in the stylish western and Indian traditional outfits, as they are comfortable and resonate with my style.” Speaking on the launch of the campaign, Manohar Kamath, CXO, and Chief, Myntra Fashion Brands, said, “This campaign has been conceived to create aspiration for ‘All About You’ by outlining some of its characteristics traits expressively and engagingly. It is therefore rich in its adoption of culture, style, attitude, and opulence, delivered unequivocally by the charming Chitrangda Singh, whose personality shines through a balance of being bold, authentic, and uncompromising that perfectly fits with our brand values. This couldn’t have been delivered at a more appropriate time than the current festive season, catering consumer demand for traditional, evening wear and winter wear.” As All About You emphasizes garnering more attention from women shoppers consumers with a trendy and stylish fashion offering, Chitrangda Singh is the perfect example to illustrate the brand’s DNA that celebrates the originality of today’s women and their inner strength. Myntra has in the past collaborated with more such brands that define today’s women and challenge the conventional ideas of womanhood. It recently also launched Urbanic on its platform which is one of the best-selling brands among Gen Z. The brand is popular for its size chart - making fashion available from sizes XS-5XL - which indicates that there are clothes for everybody type. And there is no decimation in terms of clothes when it comes to different body sizes. It gained attention through a campaign called, “My Right To Wear”.
Source: https://uberant.com/article/1827092-myntras-all-about-you-extends-an-ode-to-women-with-chitrangda-singh/
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Creating a business and investing in something unknown to you with restricted funds, resources and workforce take a lot of perseverance. In addition to that, building something from scratch with limited knowledge in the midst of a pandemic is something that could be pretty risky for anyone. However, Shagun Labroo, founder of eco-friendly babywear brand OOKA, outlived these challenges and became Myntra’s most successful brand partner. Let us tell you how.
Everything started for Shagun during the pandemic. Being a parent herself, Shagun understood the difficulties of bringing up children. She also witnessed a sharp disparity between sustainable baby products that are sold outside India and the items that were sold within the country. In order to bridge this gap, she decided to create a babywear brand that is sustainable, trustworthy, and affordable. In Shagun’s words, “During the lockdown, I started thinking about what I wanted to do with my life, and consumer behavior was a big passion of mine right from my days of Business School. So, I decided to start my own company. That way, I could speak to parents and make quality products for babies. I started off while still working. I have now quit my corporate job and I have taken this full-time.” What Ooka Brand offers According to OOKA’s official website, all OOKA babywear essentials are made with high-quality cotton muslin. They are printed using chemical-free pigment dyes that are softer for a toddler’s sensitive skin. According to the website, OOKA does not use any chemical softeners. The safe fabric used for making these products is very comfortable and an ideal choice for Indian summers that are usually exceedingly hot. Some of the best-selling products by OOKA are sustainable cotton bath towels, baby bibs, baby swaddles, and baby sacks. Guidance and support from Myntra helped Shagun achieve her dreams With Myntra support and guidance and the hard work of her team members, OOKA products reached customers residing in remote states like Kerala, Assam, and Jammu & Kashmir. To make all this possible, Shagun and her team had to learn and unlearn a lot about building a sustainable babywear brand. “One important learning that we had because of Myntra was that the way products look on an e-commerce platform is very important. Photography is very important. Soon, in the future, we are also going to introduce more colorful offerings. Also, data-driven insights, available for all sellers, from Myntra tell us how our categories are performing, and if a certain zone is doing well,” says Shagun. Success Story of Shagun The 14th edition of End of Reason Sale (EORS) - a shopping bonanza when apparel or other goods relating to a specific season are sold at a cheaper price than usual - turned out to be a game-changer for Shagun’s OOKA brand. During the mega sale, her brand performed great. OOKA’s baby sacks and towels products were sold out the most during the EORS 14. After this remarkable feat, Shagun only dreams of taking OOKA to the next level.
Source: https://uberant.com/article/1824777-myntra-shares-tale-of-a-former-chip-designer-who-created-a-sustainable-babywear-/
Shoppers across the country are preparing to welcome the festive season and Myntra is here with a new product that can be the perfect choice to add more grandeur to your skin in this celebratory season. Myntra has now launched India’s famous luxury Ayurvedic lifestyle brand, Amrutam, on its digital store. The collaboration marks Amrutam’s premier partnership with an established e-commerce platform, Myntra.
Amrutam has been added to Myntra’s Beauty and Personal Care portfolio that has been doing exceedingly well for the past 2 years. Speaking on the launch of Amrutam Brand on Myntra, Ayyappan Rajagopal, Chief Business Officer, Myntra, said, “Myntra today has emerged as the preferred destination for beauty and personal care products for brands and consumers alike. The innumerable options from leading brands spread across categories in this segment have allowed us to cater to the evolving needs of online shoppers over time in the online beauty and personal care category, with a steady 70 percent growth in basket size since last year. The launch of Amrutam on our platform offers a strong boost to the premium segment in our Ayurvedic products portfolio, enabling us to cater to our thriving cohort of diverse beauty and personal care shoppers.” All about Amrutam A Gwalior-based brand, Amrutam was born with the idea to promote “Health is Beauty”. The brand solely believes to build a global community that follows a lifestyle that is mainly defined by Ayurvedic principles and practices. It also believes in acquiring mental, spiritual, and physical wellness through the essence of Ayurveda. It understands the demand of today’s customers who are looking for natural and chemical-free skincare products. Some of the popular Amrutam products available on the Myntra platform are Kuntal Care Hair Spa With Neem, Baby Care Massage Oil, Men Yellow Herbal Ubtan: Do-It-Yourself Skin Treatment, Unisex Kumkumadi Oil with Ayurvedic Recipe for Skin Radiance, Kuntal Care Herbal Shampoo, Kuntal Care Do It Yourself Hair Spa, Black Charcoal Face Mask, Bhringraj Hair Therapy 2 in 1 Herbal Shampoo & Conditioner, to name a few, starting from a reasonable price point – Rs.449. Myntra and its beauty and personal care portfolio Over the last year, Myntra has raised the bar of its beauty and personal care portfolio with a clutch of leading brands. It added more than 100 brands to its BPC category that offered over 450 brands. Some of these leading brands are Benefit, Bath & Body Works, Smashbox, and Minimalist, Taavi, Biotique, Mamaearth, WOW SKIN SCIENCE, Makeup Revolution London, Nykaa, MyGlamm, and Purplle, among others. According to a media report, Myntra currently has more than 600 domestic and international brands in the Beauty and Personal category. It aims to ramp up the numbers to 1000 brands with more than 35,000 styles by the end of this year. According to another news report, Myntra has witnessed tremendous growth in the BPC category with a majority of customers ordering products from Tier 1, 2, and 3 cities, apart from the metropolitan cities. “In the last few quarters, we have seen a large influx of shoppers from the North-Eastern region including Meghalaya, Nagaland, Manipur, and Mizoram apart from the key metros and Tier I cities, where the traction has always been high,” said Ayyappan Rajagopal.
Source: https://uberant.com/article/1820432-myntra-launches-ayurvedic-lifestyle-brand-amrutam-on-its-platform/
Myntra delivered 100% plastic- free packaging to its customers during Big Fashion Festival 202110/27/2021
Myntra is delighted to announce that during this Big Fashion Festival mega sale, that took place from October 3rd to October 10th, it eliminated 100 per cent plastic use in packaging and delivered plastic-free packaging orders to its customers. During its sustainability journey, Myntra incorporated several eco-friendly measures to this possible. And Myntra takes immense pride in sharing the positive results of this initiative. According to multiple media reports, the green initiative resulted in diversion of 670 tons of plastic in the month of September. This was also confirmed by Myntra in its blogpost.
Amar Nagaram on delivering 100 per cent plastic free packaging Myntra CEO Amar Nagaram shared his views on achieving this goal which was outlined by Myntra in 2019. “We place a strong emphasis on sustainable and responsible business practices and Myntra has been emphatic in its mission of going plastic-free. Packaging offers a visible and tangible indication of our commitment to creating a sustainable ecosystem and moving towards a 100% elimination of single-use plastic is a major step and a significant milestone in the direction of sustainable practices. As a leading player in the fashion, lifestyle, and beauty space in the country, we have taken the lead in enabling our seller ecosystem to adopt sustainable packaging alternatives along with us, creating positive environmental impact across the entire supply chain,” said Amar Nagaram. How Myntra took sustainable packaging measures This remarkable accomplishment was obviously not possible without the hard work of Myntra team members who conducted several educational webinars and training classes for its brand partners and sellers to help them incorporate environment-friendly paper packaging alternatives and give them ideas to implement it. After a thorough research and process exploration procedure, Myntra replaced all bubble wraps, plastic cello tapes, and poly covers have been with green packaging options such as eco-friendly paper tapes, and paper covers & boxes. All of this was delivered to its customers during the Big Fashion Festival (BFF) sale. Various sustainable measures taken by Myntra to perverse the mother Earth This is not the first sustainable initiative taken by Myntra. In the past couple of years, Myntra has incorporated numerous eco-friendly measures to its customers who truly emphasize with today’s growing environmental concerns – climate change, endangered spices, sharp rise in deforestation, etc. In July this year, Myntra collaborated with Canopy, an award-winning non-profit organisation to craft solutions and measures to preserve our forests. The partnership with Canopy was based on two projects namely - Pack4Good and CanopyStyle – that guided Myntra with various sustainable packaging alternatives using eco-friendly fabrics like rayon/viscose, lyocell, and modal. Another remarkable initiative was ‘Myntra For Earth’, wherein the e-commerce platform provided sustainable and conscious shopping alternatives to its customers in the month of October 2020. The sustainable initiative offered more than 5,000 eco-friendly styles from over 65 brands such as Kama Ayurveda, Forest Essentials, Fabindia, Unnati Silks, Bharatsthali, Pothys, Nino Bambino, Pranava, Lily & Sid, Metro Kids Company, The Body Shop, to name a few. To know more about such successful sustainable initiatives incoprtaed by Myntra.
Source: https://myntrablog.quora.com/Myntra-delivered-100-plastic-free-packaging-to-its-customers-during-Big-Fashion-Festival-2021-Myntra-is-delighted-to
The COVID-19 pandemic brought a lot of challenges to the fashion and lifestyle industry. One of the challenges was to understand the new demands – self-care products, eco-friendly products, quality over quantity, to name a few - of the consumers post the COVID scenario. And Myntra, as India’s leading e-commerce fashion portal takes immense pride in sharing that it collided well with the fresh demands and outlined conscious shopping alternatives for its customers. One of the events that turned out to be very successful for Myntra was the 14th edition of ‘End Of Reason Sale’ that showcased more than nine lakh styles from over 3,000 fashion and lifestyle brands. During the flagship event, Myntra collaborated with its multiple brand partners and sellers and reported a 60 percent growth in the event vis-a-vis last year. According to a media report, the e-commerce platform received the orders for as many as 18 million products by 4.2 million customers across India.
Apart from this achievement, throughout the year, Myntra also collaborated with multiple brand partners to launch new products on Myntra and delivered fashion to India’s Tier 1, 2 and 3 cities. Myntra is delighted to share the journey of its brand partners who worked really hard and received support from Myntra to fulfil their dreams of becoming entrepreneurs. One of them is Vaibhav Mittal, an ex-MNC professional, who was on-boarded to Myntra because of his good quality products. Vaibhav’s footwear brand named Guava is a mix of everything. It has sports shoes, flip flops, slippers, casual and formal shoes. Besides Guava, he owns three other brands on Myntra that has offers sports shoes, casual and formal shoes for women and as well as men. Myntra is elated to share that besides manufacturing for his own brands, he and his squad also manufacture for Myntra group’s in-house brands such as Mast & Harbour and Kook & Keech. In Vaibhav’s words, “We were lucky that Myntra on boarded us. After onboarding on Myntra, our brand clocked a 5X growth within the first year itself and since then there has been no looking back. When my friends ask about the recipe for collaborating with Myntra, I tell them it’s all good quality products.” Myntra’s other brand partners - Aayuushi Agarwal and Anushka Agarwal, owner of EROTISSCH – have a different story to share. The sisters wanted to come up with a brand that empowers women to embrace and be comfortable with in their skin. The duo wanted to make something on body positivity. And the breakthrough was creation of EROTISSCH, a lingerie brand. The founder sisters from Agra, Uttar Pradesh, are the ideal prototypes of how Myntra empowers and encourages Women Entrepreneurs who truly believe in taking charge of their future. “We get normal people, normal women to join us for the shoots, and once the pictures are done, and they come to us and say, \'Hey! Is this really me?\'. The feeling is quite fulfiling. It makes us feel that we are doing something nice. It\'s has been just one year on Myntra and we have witnessed magic. EROTISSCH has witnessed a growth of whopping 250% perfect,” says Anushka Agarwal. These are just a few stories. Myntra has collaborated with scores of brand partners to transcend fashion across the country.
Source: https://uberant.com/article/1819829-masterstroke-tales-of-partnership-with-myntra/
The fashion industry was among the several industries that were whacked by the economic repercussions of the Coronavirus pandemic that spread like a bushfire across the globe in early 2020. Within a few months, the demands and priorities of the consumers changed with the ‘new normal’ lifestyle that restricted to working from home and maintaining a distance of 2 meters to avoid contracting the deadly virus. From buying eyeliners, lipsticks to blushes, people started investing in sanitizers, masks, body shields, and hand gloves.
With the shift in customers’ demands, the entire beauty industry quickly adapted to the new normal and paced up the production of items that were necessary for the shoppers. But as the pandemic showed no signs of ebbing and the people were confined to the four walls of their house, consumers switched to new products – skincare items such as Niacinamide serum, Retinol cream, and hyaluronic acid, to name a few, to kill time at home. All this while, Myntra understood the new demands of its shoppers and started offering a variety of products in the beauty and skincare segment. Over a year, Myntra which is mainly known for selling some of the best-branded clothes, introduced more than 100 beauty and personal care brands to its BPC collection. With this addition, Myntra now has more than 600 domestic and international brands in the BCP category. Some of these premium brands are Benefit Cosmetics, Bath & Body Works, Smashbox, and Minimalist, Nyka, SUGAR, M.A.C, Miss Claire, Bobbi Brown, basic are, Bambo Nature, Biotique, Lotus Herbals, Love Beauty & Planet, Mirah Belle, MCaffeine, Kaya Skin Clinic, Khadi Natural, MISS ROSE, PLUM, Oriental Botniacs, Nisha, PAC, WOW SKIN SCIENCE, VLCC, others. In the words of Ayyappan Rajagopal, head of business, Myntra, “Beauty and personal care witnessed strong demand during the pandemic, as shoppers preferred the convenience of shopping them online. We doubled our customer base for the category in the last two quarters of last year and added about 100 new brands to our portfolio in the last six months.” Myntra also recently unveiled a peppy campaign starring Bollywood actress Disha Patani, to launch a fresh beauty destination for makeup lovers - Myntra Beauty. The brand campaign was created to deliver two strong messages. The first is ‘When it comes to beauty, there are no rules. And second ‘Myntra is the new beauty expert!’ With Disha as the star campaigner, Myntra’s aimed to inspire and reach out to maximum makeup lovers across the country. In Disha Patani’s words, “I am truly delighted to be the bridge between India’s greatest destination for style and those who wish to experiment with makeup and skincare while taking their beauty game a notch higher. I have always considered quality and simplicity in my approach to skincare, values that Myntra shares too with its selection of high-quality products for every individual.” Watch the ad campaign featuring Bollywood diva Disha Patani. Coming to the surging growth of the beauty industry, as per a report by the Indian Beauty & Hygiene Association (IBHA), the Indian BPC market is likely to witness a growth of up to billion by 2021, and Myntra aims to invest heavily in the segment to reach out to a maximum number of beauty and skincare shoppers.
Source: https://uberant.com/article/1816712-myntras-beauty-and-personal-care-segment-witnesses-mammoth-growth-in-last-2-yrs/
Myntra has always strived to give equal opportunities to its employees. It has created a safe milieu for its workers to showcase their maximum potential and enjoy a conducive working environment. Myntra is happy to announce that it has given utmost importance to gender inclusion. As India’s most loved e-commerce destination, Myntra has immense pride that it has created a culture that encourages women leaders. Myntra also takes huge pride in being recognized as one of the Top 50 India’s Best Workplaces for Women 2021 by the Great Place to Work (GPTW) Institute. Myntra acquired this remarkable feat by taking innumerable gender-neutral infinitives. Among them are:
Myntra commemorated Women’s Equality Day on August 26 to pay tribute to women who have been struggling hard for gender equality and equal rights for years. On Women’s Equality Day, Myntra took a pledge to persist to create, improve and maintain a conducive working environment and encourage more and more women to showcase their talent. Recently, Myntra highlighted its Big Fashion Festival (BFF) – a shopping carnival that took place from October 3rd-10th– wherein the online e-commerce platform displayed how its women brand partners are gearing up for the upcoming festive season. One of them was Neelam Jain who is the founder of Geroo Jaipur, a brand that offers handcrafted garments. In the words of Neelam Jain, Founder & Creative Head of Geroo Jaipur, \"Myntra empowers me with financial freedom and encourages me to take up challenges. It gave me a platform to display my creative designs, without a mountain of investment or store space. I could continue with handcrafts done by local artisans and add to their income which beings a smile on their faces.” Myntra on Women\'s Day, which is celebrated across the globe on March 8, carried out a mega sale for womenswear in multiple categories. The discounts were as high as up to 80 percent. On this occasion, Myntra also displayed the working experience of some of its employees and co-workers. Among them was Neetu Jotwani - VP - Sourcing and Product Development, MFB. “When I joined Myntra, it was quite interesting to see how a brand could embrace technology to steer an ecosystem towards progress. That said, at that point, the number of partners was relatively smaller. But today, we have gone international in our procurement, and now all best-in-class vendors want to partner with us. What gets valued at Myntra is what you bring to the table. As a leader, you don’t see yourself just as a woman but as an individual contributing and working together,” says Neetu. These are some of the measures Myntra has taken over the past couple of years to showcase its values and working culture. It has promoted gender inclusivity explicitly through its employee-friendly measures, giving equal opportunities and ensuring a conducive working environment. Myntra continues to stick to its principles and will work even harder to transcend gender equality across the country.
Source: https://uberant.com/article/1818290-myntra-among-the-top-50-best-workplaces-for-women-in-india/
A successful entrepreneur’s story is not just about his/her destination. It is also about their journey. A journey that is full of struggles, challenges, sacrifices, hard work and eventually valuable gains. A similar journey was experienced by Vaibhav Mittal, Head, Sales and Marketing, Lujo Trends Pvt. Ltd. From sourcing the products to developing a platform to sell them, taking photographs of the products, and packaging them, this young entrepreneur did it all with a small squad.
Vaibhav’s witnessed the first signs of success when Lujo\'s footwear brand Guvava started doing well on his platform. He then built a squad of 60 employees to expand the brand. And then Myntra on boarded Guvava on its platform. Over a year, the footwear brand’s monthly sales surged to a crore from 1.5 lakh-2 lakh rupees! And since then Vaibhav’s business has been thriving on Myntra. Apart from manufacturing his own products, Vaibhav and his crew also manufacture for Myntra’s in-house brands such as Kook & Keech and Mast & Harbour. In addition to this, Lujo also has three other brands that offer casual, formal and sports shoes with 400-500 styles to customers on the Myntra platform. In Vaibhav’s words, “We were lucky that Myntra on boarded us. Within a year of coming on-board with Myntra, our sales grew by over 50X and since then there has been no looking back. When my friend, who started his business later, asked how his company could sell on Myntra, I told him there is no recipe, one needs to have good quality products, and they will get a mail or call soon.” How did everything start? It all began in 2014 when Vaibhav’s father started living with him in Noida, Uttar Pradesh, soon after retiring from a government job. His father had no friends in the new city, and had a lot of free time. That’s when the family thought of commencing something to keep him busy. In the same year, Vaibhav, former HCL employee, was asked to move to America for work. However, he was reluctant to shift because of multiple reasons, including his son’s – special child – medical conditions. It was during this time when he decided to start his own business in the country itself. Initially, Vaibhav used social media platforms to promote his products. In the early stage, social media advertisements led to a decent amount of sales for his brand. However, growing competition and increasing expenditure on ads persuaded Vaibhav to look for other options. “That\'s when Myntra happened. It was the only marketplace that was working on purchase, order-based model. When you sell a product to Myntra, they take care of marketing, packing and shipping to customers. In other marketplaces, the seller needs to calculate too many things, but with Myntra, it was a 30 to 40 per cent fixed margin for us,” Vaibhav says. Besides this, Vaibhav and his team also received support from Myntra’s Brand Manager who shared valuable knowledge on growing trends and styles, and helped his squad understand what’s performing well on the digital platform. The pitfalls of COVID-19 pandemic did not stop Vaibhav from prospering Vaibhav confesses that the COVID-19 pandemic had a negative effect on his business, however, with the support and hard work of his team, kin and Myntra, Lujo Trends brands’ sales picked up and gradually witnessed tremendous gains. He concludes the interaction by saying, “Do not stop at any given point if you’re very passionate and determined about something.”
Source: https://uberant.com/article/1811547-story-of-an-ex-corporate-cog-who-turned-into-an-entrepreneur/
Every year, thousands of companies around the country put in their nominations for a spot on India's Top 100 Best Companies to Work list, and only crème de la crème manage to win the honor. Since it is well-established that the award does not come easy, the fact that a company manages to bag the very multiple times speaks volumes about its work ethics and employee-centric ideology. Well, much like two times in the past, India's favorite fashion destination, Myntra, has won the award for a third time now. India's most loved fashion address is a delight, not just for the shoppers but its employees as well. After all, the decency on the inside reflects on the outside too.
Let's take a look at the factors which helped Myntra feature on the coveted list, and that too for the third time now. After all, you would be wondering by now about the ideology, approach, and several other factors that set Myntra apart. One of the most distinguishing factors that make the Myntra life so desirable is its promise and delivery of a level playing field. The world might obsess over filters, Myntra believes in a world without filters. Myntra believes in a world that is brimming with opportunities to excel. A world without any barriers or boundaries inflicted based on an individuals' personal beliefs, ideologies, or practices. Myntra believes in offering a culture that empowers the employees to create an impact, drive positive difference, and enable betterment in their lives. Such positivity then radiates and makes everyone's lives better. Myntra employees bask in such goodness, topped with an added layer of support, care, and empathy. Even though the employees are always aware of the inspiring workplace culture around them, recognition from a global authority like Great Place to Work® Institute boosts the morale even more. After all, the Great Place to Work® Institute has been a pioneer in inspiring, sustaining, creating, and recognizing exceptional workplaces around the globe. Celebrating the win for Myntra, even the employees poured out praises on LinkedIn. Rajesh Narkar, VP Omni, Marketplace & International Brands at Myntra Jabong, wrote, "Here I can be a part of the environment that encourages people to express their views without inhibitions or the fear of being judged. And that level of acceptance in the company culture helps you grow in confidence in both personal and professional fronts!" Well, this is the kind of statement which perfectly sums up the workplace culture at Myntra. It is no secret that a high-energy, fun, and vibrant work culture encourages innovation and learning while inspiring creativity, passion, and commitment. While Myntra ensures all of that, it takes an edge with its well-rounded and employee-friendly policies designed to nurture talent and offer them absolute peace of mind. Significant measures like these allow the employees to be fearless, as they know that their organization will always be there to support and strengthen them in their hours of need. Myntra's vision towards the same reflects through its people policies, programs, and practices. Myntra's policies for its employees are among the best across industries. For instance, the Leave Policy comes with unlimited wellness leaves and family care leaves for employees, which they can avail themselves to take care of their family members. It would be suitable to say that Myntra doesn't only take its employees under its wings, but their families too. The latest Family Support Policy seems like another noteworthy mention here. The Family Support Policy extends financial and non-financial support to the families of deceased employees. For those on their motherhood journey, Myntra has a Motherhood & Beyond policy. Through its Flying Lessons program, Myntra supports women leaders at the organization through mentorship and networking. These measures and many more come together to make the employees feel loved, cared for, and valued. Ever since the onset of the pandemic, families have become way more important for the employees, and Myntra understands that. Hence, it does not limit the support and benefits to its immediate employees but extends them to the families. Myntra has also stepped up to the challenges caused by the pandemic by adapting to newer ways of working, virtually supporting and onboarding the new joiners, creating the COVID task force team, and conducting vaccination drives for its employees and their families. The vaccination drives also covered Myntra's delivery partners. Well, with that kind of employee-centric approach, a spot on India’s top 100 best companies to work for in the 2021 list seems much deserved.
Source: https://uberant.com/article/1794015-myntra-grabs-a-spot-on-india%E2%80%99s-top-100-best-companies-to-work-for-in-2021/
In the last decade, textile and fashion industry around the world has come to terms with the fact that the consumers of today, both millennials and the generation z, want clean fashion and beauty products. They read up on the environmental impact of fashion. They are aware about the obnoxious amount of water being used by textile industry, how the dyes being used are not just creating water pollution, but also impacting on the health of the people living in areas near textile plants and of course those working at the plants. They are also aware about child labour and the assortment of chemicals that used by clothing giants everywhere to give consumers the range of bright colours they are looking for.
Now all this awareness on the negative impact of the fashion industry on the environment means many things. First of all, the demand for clean, eco-friendly clothes, skincare and makeup products will continue to rise. Today’s consumers look for words like cruelty-free, vegan, paraben free etc while buying beauty products. As a result, brands too need to shift their focus on making sure these and similar standards demanded by the new age consumers are met. The awareness also means that there is a need for certifications. Why would your customer believe you are offering clean products? Has it been verified? Besides verification, the impact of the clothing industry on community is also a big part of the sustainability discussion. Jumping on the sustainability bandwagon, Myntra has also announced a set of things under a concept called Myntra for Earth on the World Environment Day that just went by. What were those announcements you may ask. Myntra for Earth is an umbrella segment under which more than 70 brands offer more than 5500 sustainable styles to choose from. The participating brands include H&M, Mango, Adidas, Fabindia, Unnati Silks, Bharatsthali, Pothys, Nino Bambino. The brands offering sustainable clothing are certified by bodies like Better Cotton Initiatives (BCI). One of Myntra’s brands Taavi uses natural fibres and materials to create both clothing and personal care products. The brand has been supporting hundreds of local artisans even during the pandemic when the demand for fashion initially took a downturn. Besides Taavi, Myntra has also partnered with LENZING™ ECOVERO™, a fibre making company that uses responsible methods to create a range of viscose0based fibres. Viscose, being a user-friendly fibre, is in great demand by fashion brands these days. Brands at Myntra like House of Pataudi, Roadster, and Dressberry use this award winning eco-friendly fibre to offer a sustainable range of clothing. But Myntra for Earth isn’t limited to brands that offer eco-friendly clothes and beauty and skincare products. It extends to other aspects of the brand as well. Let’s take packaging for example. Myntra has taken measures to ensure that minimum single use plastic is now used for packaging. Have you noticed your Myntra orders delivered in brown, recycled packaging lately? That’s what we are talking about. Besides packaging, using solar energy is also something that Myntra is dabbling with. Two of Myntra’s Facility Centers are now solar powered. In total, 5500 solar panels are being used which currently generate 1.75 megawatt of power. This brings down Myntra’s carbon footprint by 2600 tonnes. In layman terms, it is as good as planting 35,000 trees. Not bad, right? All these measures at Myntra are just the beginning of a much larger sustainability story waiting to happen. The plan is to increase the number of solar panels across India in future. At the same time, conversations with brands are happening on including more eco-friendly products in their offering. Packaging will ultimately get rid of all the plastic in future. Right now, it’s one step at a time.
Source: https://uberant.com/article/1692455-myntra-for-earth-offers-clean-fashion/
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December 2021
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