Myntra accelerates its digital transformation journey with Microsoft Cloud- Tempemail – Blog – 10 minute

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Myntra, Indian eCommerce giant for fashion and lifestyle has partnered with Microsoft to accelerate its digital transformation and offer an unmatched experience to its customers. Leveraging Microsoft Azure, Myntra is focused on innovation, speed, and agility to strengthen its leadership position even further.

“As we accelerate our business and grow our value, the ability to scale our technology in a secure environment to accommodate this growth is critical,” said Amar Nagaram, CEO, Myntra. “The Microsoft Azure platform provides our teams the ability to deliver innovative and personalized capabilities for our customers with speed supported by a strong depth of technology expertise from the Microsoft team.”

Myntra has worked closely with Microsoft to migrate its platform – from supply chain management to inventory to site capabilities – to Azure for trusted, always-on, hyper-scale and cost-effective computing. These critical capabilities support its entire portfolio of 7,00,000 styles from more than 3,000 international and domestic brands available on its store. Myntra is now in a position to offer a seamless and personalized experience for customers as they shop across its portal both from their personal computers and mobile phones.
The elasticity of Azure is helping Myntra scale rapidly for big spikes that occur routinely during festive seasons. Since the deployment of Azure, Myntra, has recorded a 50 percent rise in orders in the latest edition of its biennial End of Reason Sale.

Anant Maheshwari, President, Microsoft India, “We are thrilled to partner with Myntra to integrate Azure cloud and analytics capabilities in India’s largest fashion e-tailer. The solutions we build together will empower Myntra to be the leading fashion e-commerce experience from India.”

Microsoft Azure supports the company’s engineering and product management teams rapidly develop, deploy and test new capabilities. By building and centralizing its data platform on Azure, Myntra is applying advanced analytics and machine learning to gain a comprehensive understanding of customers and deliver highly personalized products, marketing, and service for them. The company is using Microsoft Power BI to empower its employees to visualize and act on real-time feedback to create the best customer experience and drive the business.

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Microsoft Azure powers biggest-ever End of Reason sale for Myntra- Tempemail – Blog – 10 minute

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Myntra, India’s leading destination for fashion and lifestyle, has partnered with Microsoft to accelerate its digital transformation and offer an unmatched experience to its customers. Leveraging Microsoft Azure, Myntra is focused on innovation, speed and agility to strengthen its leadership position even further.
“As we accelerate our business and grow our value, the ability to scale our technology in a secure environment to accommodate this growth is critical,” said Amar Nagaram, CEO, Myntra. “The Microsoft Azure platform provides our teams the ability to deliver innovative and personalized capabilities for our customers with speed supported by a strong depth of technology expertise from the Microsoft team.”
Myntra has worked closely with Microsoft to migrate its platform – from supply chain management to inventory to site capabilities – to Azure for trusted, always-on, hyper-scale and cost-effective computing. These critical capabilities support its entire portfolio of 7,00,000 styles from more than 3,000 international and domestic brands available on its store. Myntra is now in a position to offer a seamless and personalized experience for customers as they shop across its portal both from their personal computers and mobile phones.
The elasticity of Azure is helping Myntra scale rapidly for big spikes that occur routinely during festive seasons. Since the deployment of Azure, Myntra, has recorded a 50 percent rise in orders in the latest edition of its biennial End of Reason Sale.
Anant Maheshwari, President, Microsoft India, said, “We are thrilled to partner with Myntra to integrate Azure cloud and analytics capabilities in India’s largest fashion e-tailer. The solutions we build together will empower Myntra to be the leading fashion e-commerce experience from India.”
Microsoft Azure supports the company’s engineering and product management teams rapidly develop, deploy and test new capabilities. By building and centralizing its data platform on Azure, Myntra is applying advanced analytics and machine learning to gain a comprehensive understanding of customers and deliver highly personalized products, marketing and service for them. The company is using Microsoft Power BI to empower its employees to visualize and act on real time feedback to create the best customer experience and drive the business.
Microsoft is relentlessly working towards making technology accessible and productive for all. This partnership with Myntra is a tremendous opportunity to bring out a transformation in the Indian ecommerce space and to co-create and deliver industry solutions on Azure.

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Flipkart Owned ‘Myntra’ Appoints Raghu Krishnananda As CTO- Tempemail – Blog – 10 minute

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Fashion based e-commerce platform Myntra has announced the appointment of Raghu Krishnananda, former Head of Service Platforms at Samsung Research Institute, as its Chief Technology Officer. 
Raghu has over two decades of experience in technology, leading teams in design, product development, technology strategy, and program management. In his previous role as the Head of Service Platforms at Samsung Research Institute in Bengaluru, he drove the design and development of Personalization and Monetization Platforms, as well as Mobile Payment, Digital Lending and Entertainment Services. 

Speaking on the occasion, Amar Nagaram, Head, Myntra, said, “Technology is the backbone of Myntra and plays a very important role in shaping our proposition. Raghu joins us at a very interesting juncture, where the larger emphasis is on consumer engagement through content, with technology as the enabler. His vast experience in the domain, backed by strong technology expertise will help us strengthen and lead the industry with innovation and value additions for our customers.” 

His technology expertise and experience in developing and managing large scale consumer platforms that encompass Big Data and Machine Learning defines his distinguished track record.  
Raghu has led R&D teams in the US and India, in companies such as Yahoo, Goldman Sachs and Citibank. While at Yahoo, he was in charge of the Yahoo Home Page and Entertainment websites globally, where he built engaging consumer experiences. 

Raghu Krishnananda, Chief Technology Officer, Myntra, added, “Fashion e-commerce penetration is expected to reach 15% of the total fashion spend in the country in 2020. This offers tremendous scope for further growth ahead. Technology has and will continue to enable innovative and engaging experiences to consumers, especially in the online fashion sector. Myntra is the market leader and has an inspiring mission to democratize fashion through technology. I am excited to join the talented team at Myntra and help achieve its goals.”  

Earlier this month, Flipkart decided to move its entire focus on Myntra by shutting down Jabong. Myntra was acquired by Flipkart in 2014 and in 2016 Myntra acquired Jabong which has now been sidelined. 

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Flipkart Sidelines Jabong With Focus Entirely on Myntra- Tempemail – Blog – 10 minute

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Shifting its entire focus to Myntra, e-commerce giant Flipkart has sidelined its 2016 acquisition of Jabong. The marketing spends have been reduced towards Jbaong and the site is also being redirected to Myntra. Jabong and Myntra are both fashion specific e-commerce platforms and they have both come under the umbrella of Flipkart. 
Myntra was acquired by Flipkart in 2014 after which Myntra acquired Jabong for $70 million in 2016. In 2018, Flipkart merged the two and laid off around 150 employees at the time. After Jabong’s acquisition, the company could not devise a long-term strategy for the portal and with this merge now, they still lead in fashion e-commerce. 
There was a non-impairment charge of $290 million taken by Walmart which acquired Flipkart in May 2019 for the trade name of ‘Jabong’ due to its investment in the same. 
Indian clothing market would become 6th largest globally by estimated market growth to $59.3 billion by 2022 and the online clothing platforms account less than 10% in organised apparel retailing. At the moment, Flipkart has dominance over 70% of the market. 
For Jabong, as per reports, there was already a decline in their business and growth by 12.7% towards the end of 2019, that is November and December specifically. They also recorded a loss of Rs. 22.41 crores in 2019 as compared to Rs. 39.5 crore profit in 2018. 

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How Myntra is using data science and ML in its analytics framework- Tempemail – Blog – 10 minute

Please share a brief about Myntra’s data and analytics journey.Myntra is a differentiator in the Indian fashion e-commerce industry, and the critical distinction is how we develop highly personalised products for customers. Our application experience is tailored for fashion and that needs different way of thinking about user experience, personalisation and data science.
Myntra’s data engineering insights and data science platforms have evolved into one-of-its-kind in the fashion industry with this aim in mind.
Data is part of our DNA, at Myntra. As part of the core e-commerce funnel, data means everything for us. Decision making for business or product definition is dependent heavily on what story the data tells us. Our in-house AB testing and user segmentation systems enable us to test and validate product definition and experiment rapidly to build the best experience for our users.
The same data is also used in enriching our data science.
Please share some of the use cases of data analytics at Myntra?We recently launched a new function called, Growth Hacking. It is an engineering function within Myntra, where we rapidly experiment with small to medium-sized product ideas on wide-ranging areas. These experiments include, for instance, providing a click-checkout experience, or tweaks in post-order experience to make the user journey more meaningful. The aim of Growth Hacking is to either improve conversion and retention rates, or some business goals.
In order to release experiments in Growth Hacking, we conduct A-B testing for new features and release it only to fixed a set of people. This is to ensure that we also measure the success of this feature. Myntra releases experiments continuously, and measures the impact. Also, these are the fast-moving pipeline of experiments that we can push out to users.
What is the analytics roadmap that you’re setting up for the organisation? Is there a specific approach that you’re looking at?Myntra is betting high on making data science and machine learning prominent across the entire buying and push orders process. Gradually, the core analytics systems will become even closer to data science and ML platform. Myntra is investing significantly into building a ML platform and real-time data science pipeline, because we believe that data science within ML models become valuable if they run in real-time. Therefore, Myntra is focusing on building the ML platform for deployment training and data science models’ execution. We are also developing a real-time platform to gain access to real-time model feedback.
At the scale that Myntra operates, we solve complex problems related to fashion e-commerce, using extremely in-depth data and data science. Gradually, we are investing in these platforms, and we continue to add bigger capabilities to offer a delightful customer experience.
What is the kind of infrastructure built for analytics? What steps have you taken for having accurate data?Myntra has a lot of checks and balances at every step before data ingestion into the warehouse, clean-up and processing. These steps have a clearly laid out telemetry, failure reports, and test risk coverage, in order to ensure that even a small deviation from the expected output is captured. This has been an iterated process, because we continue to improve monitoring and editing framework as we go along. For even for a minute shift or failure in our data pipeline, we have a solid alerting and testing framework to report.

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