Myntra deletes 200 low-selling brands

Myntra, the country's largest online fashion retailer, is on course to delist around 200 brands or about 10 per cent of its fashion offerings from its platform due to low sales. On the other hand, it is focusing on larger brands with higher traction. Myntra has a long list of small brands that are not contributing much in terms of sales. That is the reason why they want to focus on bigger brands that will bring in more business.

Myntra will start trimming the last 150-200 lowest selling brands on its platform soon and may then follow up by pruning more brands in future. Experts say, shedding non-performing or low-margin brands is a trend that will soon pick up. While most e-commerce players are expected to embrace this, quick churns will happen predominantly in the fashion category. Jabong for example had said it will delist several low-margin brands last May, including three-fourth of its private labels, to reposition itself as a platform for premium lifestyle products. At present Myntra, owned by Flipkart, hosts more than 2,000 global and domestic brands and is aiming to turn profitable next year.