E-commerce firms ease targets, performance metrics

Online companies Myntra, Ajio and Tata Cliq have relaxed targets, profit and other performance metrics for their businesses, employees, delivery partners and vendors as the country reels under a devastating second wave of Covid-19.

“Our deadlines, targets and performance metrics are taking a backseat as everyone’s well-being is on top of our minds,” Amar Nagaram, chief executive officer of Myntra, informed shoppers on the company’s mobile application. “This conscious reprioritisation is the need of the hour, giving employees and partners the time to cope with the situation.”

Reliance Retail’s fashion portal Ajio had a similar message for its users.


“Today we focus on something more important than fashion. Families,” the company said on its mobile app. “The single-minded focus of Ajio today is to support everyone with care and compassion, putting people above profits.”

“Today community takes precedence over commerce,” Tata group’s online portal Tata Cliq told shoppers through its app.

With restrictions on activities reimposed in many parts of the country, online retailers find their delivery timelines also impacted. The second wave of Covid-19 has overwhelmed India’s healthcare system and companies said they need to ease the pressure on their employees and business associates who are grappling with the pandemic.

“The current circumstances have redefined the on-ground dynamics and this calls for an action and decision that prioritises people. Our complete support is currently around helping our employees and partners prioritise their well-being, without worrying about the business outcomes,” Nagaram of Myntra told ET.