Myntra banks on its network of kirana stores for last-mile deliveries

Myntra is an Indian fashion e-commerce marketplace company that was founded in 2007 with a focus on personalisation of gifts items and then shifting to online retailing of apparel. Later, in May 2014 it merged with Flipkart.
  • Myntra launched the ‘Mensa Network’ in April this year and has since grown to include 2,000 stores.
  • 40% are kirana shops which it is leveraging for last mile shops, while the rest are various service providers such as mobile repair and recharge shops, stationery shops, tours and travel operators, courier booking shops and small apparel shops.
  • On non-sale days, about 23% of Myntra’s delivery goes through these stores and during peak days the orders through the ‘Mensa Network’ go up as high as 34%.
  • Myntra is aiming to do 70% deliveries through Mensa by investing majorly in technology and also in ‘Project Mass’ that enables delivery staff to start their own business by supporting them with a seed fun of Rs. 40,000 each, thus scaling Mensa to the next level.
  • This establishes brand ambassadors for Mensa by attracting shops in their vicinity to join the network and so far it has been a success.
With the battle in e-commerce getting fiercer day by day, Myntra is doubling its efforts to boost its logistics infrastructure through initiatives like the above, and aiming to take the lead position in the country’s booming fashion e-commerce space.

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