Myntra is an Indian company headquartered in Bengaluru and founded in 2007. It operates the largest online marketplace platform in the country, where fashion companies publish their accessories, dresses, cosmetics, and make-up products. Myntra also maintains an express courier service that works internationally.
Meaning and history
Myntra was started by Mukesh Bansal, Ashutosh Lawania, and Vineet Saxena in 2007, in Bengaluru. In the first year, they decided on the initial B2B business model and completed the creation of the website. In 2008, they attracted $5 million in investments and started the business on a full scale.
Within 2007 and 2010, they partnered with many local manufacturers, so they could allow customers to personalize goods such as shirts, cups, mouse pads, etc. In 2011, Myntra got away from personalized products, and looked towards the lifestyle field. By the next year, Myntra sold various merchandise and fashion products, published by around 350 Indian and international brands.
In 2014, the company was transformed as it was bought by Flipkart. Since then, the company was refocused on selling products to ‘fashion-cautious’ clients. In the next year, they also shut down declared they would shut down the website and work with the customers via its mobile app.
By that time, almost 95% of the traffic was registered from mobile, and 75% of the purchases were completed on smartphones. This action resulted in a mixed reaction from the audience and led to a 10% decline in sales. In 2016, Mynta acknowledged that the ‘app-only’ model would lead to a disaster, and quickly restored its website.
They also started acquiring companies specializing in the IT industry. In 2016, Myntra took over a Bangalore-headquartered firm Native5, which developed mobile applications. This action expanded the company’s presence on the web. In the same year, it also bought its competitor Jabong.com and secured its position as the leader in the online fashion area.
What is Myntra?
Myntra is an Indian marketplace, specializing in the fashion industry. It has been operated since 2007 by an eponymous company, which is now owned by Flipkart. At Myntra, various Indian and international companies publish their goods: accessories, dresses, self-care goods, et cetera. It also has a delivery service, which works both in India and internationally. Today, Myntra is the largest e-commerce platform in India.
2007 – 2011
The original logotype depicts a horizontally oriented rectangle colored bright green. On it, the logo designers had drawn six white items: a bag, a sweater, a cap, a t-shirt, a cup, and a puzzle piece. Each item shows one letter of the brand name on it. All characters had a simple sans-serif lowercase typeface. The logotype was meant to represent a large variety of products in the marketplace, although it sacrificed a sense of professionalism and seriousness.
2011 – 2015
Later, they reinvented the logotype. The rectangle and images disappeared, and the only part of the logo was the lowercase nameplate with a small part ‘.com’, executed in a typical sans-serif script. The ‘Myntra’ word was composed of many transferred petals, forming bold lowercase letters.
2015 – 2021
The 2015 logo represents a large emblem, placed to the left of the name caption. The emblem features the letter ‘m’ in the same style as in the 2011 logo, but in a different coloring.
2021 – today
Later, they refreshed the emblem, adding a small contour to the top of the letter. Also, the petals now cover one another.
The latter variant of the brand’s color code depicts pink, red, and orange shades for the emblem and black for the nameplate. The pink, red & orange combination represents love and passion – two key features of the company’s way to do business. In its turn, black represents the trustworthiness and professionalism of the company.
A modest and calm sans-serif typeface with the first letter capitalized is used to write the company’s name in the 2015 logo. As for the nameplate, it’s executed in a lowercase sans-serif typeface with the letter contours reminding petals.