Spurred by an increase in demand for apparel and footwear from tier 2,3 cities in India over the last 18 months, fashion portal Myntra has expanded its delivery network and launched new initiatives to cater to customers in these cities and towns.
One in two orders in Myntra’s core categories such as women's apparel, footwear and fashion are from Tier 2, 3 cities in India, according to Amar Nagaram, head, Myntra Jabong.
Myntra is hosting its flagship event, the End of Reason Sale from 22-25 December.
Nagaram, in an interview, said they expect the high demand from non-metro cities to continue during the sales event.
The Flipkart-owned company, he said, has been preparing for this event for the last 9 months. "We have made a lot of investments, especially keeping Tier 2 and Tier 3 in mind," he added. Earlier this year, Myntra launched content and customer experience initiatives, which, he believes has helped them reach out to more customers in smaller cities, especially with international brands.
“The first inflection point came when they (customers in smaller cities) started getting access to international brands that are not physically available in those pin codes," he said. Myntra has now expanded deliveries to 23,000 pin codes across the country.
Nagaram said they expect a 60% year-on-year growth in sales during the End of Reason Sale, and they expect to serve 18 million users during sale period. "We are also expecting 5X sales over normal days with over 50% sales coming from Tier 2 and 3 cities and towns."
Over 50 social media influencers are creating "shoppable content" for some of Myntra’s top selling products, an initiative that has helped them reach out to customers in smaller cities. "With Tier 2, 3 city customers, while they have access to Instagram and social channels, when they go to a commerce platform, they are not able to call out the style they have seen on Instagram." Now, when they see that content on Myntra, they can add it to their cart, he added.
Myntra has also launched initiatives to ensure customers across India get their orders faster. While local deliveries have been enabled in over 13 cities, Myntra has partnered with 15,000 kirana stores for deliveries and over 35 brands who will deliver directly from stores, a statement said.
The upcoming sale offers customers a selection of over 3,000 Indian and international brands, across various categories. The company expects high demand in categories such as winter wear, women’s ethnic and western wear, denims, street wear, sports and beauty.