The Flipkart-effect is not doing Myntra any good

In 2023, more than 70 million new users downloaded the online shopping app Myntra. India’s leading fashion e-retailer owned by Flipkart has been on quite the discount giving spree lately. And we are not just talking about the year end and festive discounts. Since July, Myntra has 22 sales days every month. Its biggest rival, Reliance owned Ajio has no more than 14.So you might think, Myntra must be raking in some crazy numbers in sales right?Not quite.From onboarding hundreds of sellers a month to regular strategic changes, Myntra is trying it all. And its sales growth is still slumping. A former business executive told The Ken, “the past 15 months have been bad for Myntra.” In fact, Myntra’s net loss jumped over 30% in the financial year ended March 31, 2023. It posted a net loss of nearly 800 crore rupees.What is going on?Tune in.Listen to Anant Narayan talking about his stint as Myntra's CEO and more on First Principles hereDaybreak is produced from the newsroom of The Ken, India’s first subscriber-only business news platform. Subscribe for more exclusive, deeply-reported, analytical business stories.