Tuesday 20 December 2016

Jabong – Myntra partnership: multiple collaborative steps leading to slow progress for Jabong

Jabong is appearing to benefit from its Myntra association. Private brands seem to be the mantra for Jabong. The company is planning to ramp up its existing private brands. Myntra is also extending its brands to Jabong.
Things are already looking good according to Rahul Taneja, Jabong’s chief business officer. He says,
“Jabong has just started selling two of Myntra’s private brands — Roadster and All About You — and has received encouraging response. HRX will be the third brand to be sold on Jabong from next month. Eventually, all 12 brands of Myntra will be launched once business gains traction.”
The company is also routing all its deliveries through Ekart (Flipkart’s logistics wing).

‘Lean on me’

Jabong will also be using Myntra’s technological expertise, says Taneja,
“We are leveraging the partnership with Myntra while talking to the brands and will be replicating some of their application features and technologies for Jabong.”
Both the etailers have distinct audiences, so they will not be fused, maintains Taneja.

Profitability is the target

Flipkart took over Myntra in 2014. Myntra bought Jabong earlier this year. This is all a part of Flipkart’s plan to have monopoly over the online fashion scene. It is putting all its weight behind Jabong to ensure that the latter recovers from its sluggish phase and starts making profits. This will only strengthen Flipkart’s position.
Earlier, Jabong and Myntra decided to club their revenues to attain a greater figure. All this appears to be doing some good, as Jabong recorded a 50% hike in its profits. Recent reports indicate that things are going well. Perhaps Jabong can get over its rocky past with the promise of a better future.

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