Myntra, one of the leading online retailers of lifestyle products in the country has registered 10x growth in 2011 as compared to 2010 and is slated to grow 5x in 2012. Talking first time about Myntra’s plans, in an exclusive interaction with iamwire, Ashutosh Lawania, Co-founder and Head of Sales, Myntra.com said “We are seeing strong demand for footwear as a category which is driving large numbers. This is followed by the Apparels with top wear performing better than bottom wear”.
Limited availability of lifestyle merchandises in tier 2 and 3 cities seems to be driving people to buy latest lifestyle products through Myntra. According to Ashutosh non-metros (including Tier II and Tier III cities) contribute to about 55% of the overall revenue as compared to 45% from the top 5 metros including Bangalore. People in these cities are going after lifestyle products which they do not have access to otherwise.
Meanwhile, Myntra has been active on digital marketing from quite some time and using social media platforms to increase their penetration in smaller cities. However, we have seen Myntra has been heavily advertised and marketed through TV commercials in recent past. Throwing light on leverages of TV commercials, Ashutosh commented enthusiastically “we saw our direct traffic and organic traffic increase by over 100%. The TVC has also helped us in achieving our overall business goals and strengthening our relationship with our partner brands”.
In addition to that, Ashutosh added it also helps Myntra in bringing more international and national brands to boost its range as most of these leading brands are keen to showcase their offering on Myntra.com.