MYNTRA

Myntra, an Indian fashion e-commerce company, was founded in 2007 by Mukesh Bansal, Ashutosh
Lawania, and Vineet Saxena. Initially, it sold personalized gift items, but in 2011, it expanded to
include fashion and lifestyle products. By 2012, it offered products from 350 Indian and international
brands, with a distribution area of around 9000 pincodes in India. Myntra, a leading Indian fashion e-
commerce brand, has experienced remarkable growth through strategic acquisitions, collaborations
with top brands, and a mobile-first strategy. The company has expanded its product offerings beyond
clothing to include footwear, accessories, beauty products, and home decor. Its focus on customer
experience and technological innovation has contributed to its success.

Myntra, a leading fashion e-commerce platform, has revolutionized the online shopping experience
by integrating AI and Augmented Reality technologies. AI predicts trends and offers personalized
recommendations, while AR and VR enhance the shopping experience. Myntra's AI-powered
platform scans data from social media and customer records, generating autonomous designs and
optimizing inventory management. This innovative approach sets new industry standards and
strengthens Myntra's position as a leader in the fashion e-commerce sector.

Challenges

customized Recommendations in Physical Stores: Myntra encountered difficulties implementing

customized recommendations in physical stores since consumers there are used to having fewer
options than they do while shopping online. This discrepancy may cause consumers to get
overloaded with information, which would be detrimental to their buying experience.

Customer Engagement in Rural Areas: Myntra faced a hurdle in trying to understand how Indian rural
areas perceived eCommerce. To effectively engage this group, it was necessary to employ innovative
methods in catering to their distinct requirements and preferences, particularly in rural areas.

Logistical Complications: Myntra Fashion Brands had logistical challenges with the transportation of
fabrics and completed clothing. Strategic solutions were needed to ensure timely and effective
product delivery while keeping operations sustainable.

Integration of AR and VR Technologies: Myntra had to make sure that customer interest and
happiness were maintained while incorporating AR and VR technologies into the online shopping
experience. Careful planning and execution were necessary to successfully implement these cutting-
edge technology to improve the consumer experience.

Opportunities

Improved Personalization: Myntra can offer more tailored recommendations to consumers by

utilizing AI technologies, which will enhance their shopping experience and raise customer
happiness. Myntra is able to provide customized product recommendations that appeal to certain
customers by gaining insight into their tastes and activities.

Creative Shopping Experiences: Myntra has the ability to give users engaging and dynamic shopping
experiences with features like Virtual Try-On, AI Skin Analyzer, and Photo Search. With these cutting-
edge tools, Myntra becomes a trailblazer in the market by increasing user pleasure and engagement.
Global Expansion: Indian customers now have easy access to international fashion trends because to
Myntra's Cross Border service. Myntra can reach a wider customer base and penetrate new markets
by diversifying its product line and extending its foreign presence.

Tech-driven Supply Chain Optimization: Myntra can accelerate order fulfillment, increase delivery
efficiency, and boost customer satisfaction by utilizing technology to optimize supply chain
operations and improve last-mile services. Investing in sophisticated logistics management can result
in improved inventory control and faster deliveries.

Solutions or Approach

To improve the customer experience on its platform, Myntra has implemented a number of solutions
and approaches using artificial intelligence and Augmented Reality technologies. Smart features,
which are tailored to individual aspects of the shopping journey, will be integrated into these
solutions. Myntra offers you the following smart features:

1) MyFASHIONGPT: Myntra's take on ChatGPT for the fashion industry, MYFASHIONGPT is an AI

tool that functions as a virtual influencer, assisting users in navigating the website, locating
the appropriate products, and receiving personalized recommendations. This feature
leverages AI to comprehend user preferences and offer customized product
recommendations, facilitating ease of finding what users are looking for.

2) Maya - Virtual Influencer: Maya is a virtual influencer on Myntra's platform, aiding users in
product discovery, offering personalized recommendations, and improving the overall
shopping experience. Maya uses AI to comprehend user preferences and offer customized
product recommendations, simplifying the process of helping users find what they're looking
for.

3) Sabre : Myntra's AI-powered returns system, Sabre, makes it possible for clients to get
speedier reimbursements when they exhibit positive buying and return behavior. This
increases the effectiveness of the returns procedure and boosts customer satisfaction3.
Customers may return items and receive refunds more easily thanks to this tool, which
employs artificial intelligence (AI) to study consumer behavior and streamline the returns
process.

4) Virtual Try-On: Myntra has combined AR and VR technology to provide features like Virtual
Try-On, which improves the interactive shopping experience by enabling shoppers to virtually
try on things before making a purchase. This feature makes it easier for customers to decide
what to buy by using augmented reality (AR) to show them how things will look on them.

5) AI Skin Analyzer: This function examines users' real-time photos to detect wrinkles,
pigmentation, and dark circles on the skin. It then suggests skincare products that are
appropriate for each individual's needs. This feature makes it simpler for clients to select the
best skincare products for their skin type by using AI to assess skin issues and deliver
personalized suggestions.
6) Photo Search : Myntra's Photo Search tool, consumers may snap or submit a photo of a
product that piques their attention, and the site will provide results based on their
preferences. Customers will find it easier to find what they're looking for thanks to this
feature, which uses artificial intelligence (AI) to evaluate the images and make appropriate
product recommendations.

7) MyStylist: MyStylist is a service that helps customers discover new goods and curate looks
based on their interests by offering them personalized style recommendations. Customers
can identify the proper goods and create well-curated looks more easily with the help of this
tool, which uses artificial intelligence (AI) to analyze client preferences and deliver specific
styling recommendations.

8) Myntra Mall: Using augmented reality, Myntra Mall provides users with a virtual shopping
environment where they may peruse merchandise, get suggestions, and complete
transactions. This feature makes it simpler for clients to browse products and make
purchases by utilizing augmented reality to create a virtual shopping mall.

9) Voice and Vernacular Search: In order to improve search efficiency and reduce the number of
users who abandon their queries4, Myntra provides voice and language searches on its
platform. In order to make it easier for customers to search for products, this feature uses
artificial intelligence to understand voice commands and dialects.