Myntra Case Study

Three important considerations should be taken into account:

• The aforesaid Company must be willing to take higher risk and then make investment early-on to benefit fully from the merger.

• To mitigate , reduce and then diversifying the risk . Multiple bets must be made, but some of the merger and the initiatives must be prove advantageous and profitable whereas some might fail.

• The management of the acquiring firm must learn to be resilient, patient and able to change owing to ever-changing business dynamics in the industry.

Types of merger

• Horizontal merger

Horizontal mergers is defined as the merger where one company takes over another company that is in the same business and offers the same kind of product. Both the companies

The company was founded in 2007 to sell personalized gift items. By 2010, Myntra shifted to selling clothing. In May 2014, Myntra.com was acquired by Flipkart. Myntra was founded in the same year (2007) when Flipkart. It started with T-shirts, mugs, greeting cards, calendars, key chains, diaries etc. and later in 2010 expanded itself to retail fashion and lifestyle products. Myntra gain lot of popularity as an online fashion retail store.

It gained funding from companies like Tiger, Kalaari, Premji Invest, IDG & Accel Partners. In February 2014, Myntra raised additional $50 Million Funding from Premji Invest and few other Private Investors. It was founded by Mukesh Bansal, Ashutosh Lawania and Vineet Saxena. Myntra received a lot of awards also in e-commerce. Myntra deals in providing excellent services to its customers by keeping their delivery time 24 hours which turned out to be a big reason for their popularity. It has tremendous return policies as they kept a very easy return policy which is very important in online shopping. They provide a 30 days return and exchange guarantee. Merger with flipkart has increased its strength and capacity. It has gained retention of its independence even after merger. It offers more than 1.5 lakhs products with over 1000 brands . Efficient supply chain and delivery capability helps it to cater to 90,000+ locations.It provides variety of schemes and discounts for its customers especially on the festive season they provide discounts throughout the year with attractive point system for loyal customers thus increasing the loyalty.They offered the convenience of buying online, trying and returning which was an instant hit amongst avid online