How Myntra Began Its Startup Journey
The Myntra startup story begins in 2007, when Mukesh Bansal, Ashutosh Lawania and Vineet Saxena launched Myntra in Bengaluru.
Interestingly, Myntra did not start as a fashion marketplace. The founders initially focused on personalized gift items such as custom T-shirts, mugs and accessories. At a time when India’s e-commerce ecosystem was still in its infancy, the idea of ordering customized products online was bold and innovative.
However, the founders quickly realized that the bigger opportunity lay in branded fashion retail. By 2010, Myntra pivoted from personalization to becoming an online fashion and lifestyle platform.
This strategic shift changed everything.
Pivot to Fashion and Rapid Growth
After repositioning itself as a fashion marketplace, Myntra began partnering with major Indian and global brands. The company offered apparel, footwear and accessories from well-known labels, building trust among young urban shoppers.
The timing was perfect. Smartphone adoption was rising, digital payments were gaining acceptance and Indian consumers were becoming comfortable with online shopping.
Between 2011 and 2014, Myntra saw explosive growth. Venture capital investors backed the startup heavily, helping it expand its logistics network and technology infrastructure.
The Myntra startup story during this period reflects a classic scale-up phase: aggressive marketing, brand partnerships and a strong focus on customer experience.
Acquisition by Flipkart
A major turning point in the Myntra startup story came in 2014 when Flipkart acquired Myntra in a deal reportedly valued at around $300 million.
At that time, Flipkart was competing intensely with global players entering India. The acquisition strengthened Flipkart’s position in the fashion segment, which offered higher margins compared to electronics.
Later, when Walmart acquired a majority stake in Flipkart in 2018, Myntra became part of one of the world’s largest retail ecosystems.
Despite the ownership changes, Myntra continued operating as a separate fashion-focused brand.
Mobile-First Strategy and Innovation
One of the boldest decisions in the Myntra startup story was its shift to a mobile-first approach. In 2015, Myntra briefly shut down its desktop website to focus entirely on its mobile app.
Although the experiment was later adjusted to reintroduce web access, it demonstrated Myntra’s belief in India’s mobile internet future.
The company also invested in technology-driven features such as AI-powered recommendations, virtual styling suggestions and data-driven personalization. These innovations helped Myntra stand out in a crowded e-commerce market.
Challenges and Competition
Like any startup, Myntra faced significant challenges. Competition from global giants and domestic players intensified. Logistics in smaller cities posed hurdles. Profitability remained a key concern for years.
However, Myntra strengthened its private labels, expanded into beauty and lifestyle segments, and ran large-scale sale events to retain customer loyalty.
The Myntra startup story shows how adaptability and strategic partnerships helped the company survive intense competition.
Where Myntra Stands Today
Today, Myntra is one of India’s leading online fashion platforms. It hosts thousands of brands and serves millions of customers across the country.
From selling customized gifts to becoming a fashion powerhouse, the Myntra startup story reflects vision, timely pivots and resilience in a fast-changing digital economy.
It stands as an example of how Indian startups can scale rapidly when backed by innovation, funding and strong execution.
