Myntra expects End of Reason event to net 60% growth in sales

BENGALURU: Flipkart-owned Myntra is expecting 60% year-on-year growth in sales during its four-daylong End of Reason Sale (EORS) that starts on December 22, even as it moves away from leveraging its sister brand Jabong to reach more customers.

The firm said it expects to serve 18 million shoppers during its flagship year-end sale on its website and app, offering them products from over 3,000 brands. Myntra added that it has brought 50 new brands onto its platform ahead of EORS this year.

“We’ve activated 23,000 pincodes, the farthest this event has ever gone,” said Amar Nagaram, head of Myntra-Jabong.

“We’re adding 8.5 lakh styles from Indian and international brands and over 1.5 lakh styles from our inhouse brands.” Nagaram added that Myntra was looking at acquiring 700,000 new customers during the sale period.

Jabong will not be part of Myntra’s December EORS sale, in line with Flipkart’s strategy to focus on a single brand in the fashion space.

This has led to Jabong scaling down operations and sharing resources with Myntra, an activity that has been ongoing for over a year now.