Myntra is known as one of the leading fashion eCommerce platforms in India. Recently it’s in the news for taking steps to build a sustainable ecosystem. Being one of the major parts of Flipkart Group, the platform is aiming for the total elimination of plastic in its business practice. The online fashion and lifestyle retailer has started a section for sustainable products with around 70 brands as partners. It would offer over 5500 sustainable styles for customers who are environmentally conscious.

The pandemic situation has had a great effect on consumers’ shopping styles. Myntra’s reports have shown that the age group of 21 to 35 years old mostly shops from Myntra’s sustainable store, and about 40% of its visitors are from Metros. As per demography, the “Myntra For Earth” store receives about 62% of women visitors.

This shows how actively the platform is pursuing sustainability initiatives and gaining positive responses from the audiences. One of its sustainability efforts goals is collaborating with its partner enterprises for sustainability too. Read on to learn more about how Myntra plans to support vendors in meeting their sustainability goals.

Sustainability initiatives of Myntra

Supply Chain Machinery

From sustainable packaging and carbon neutral approach to a circular economy model to sustainable fashion brands, Myntra is committing to bringing sustainability through its supply chain machinery. The Vice President of Myntra, Ms. Neetu Jotwani, has stated that giving an example of developing sustainable capsules. These capsules are waterless or dyeless. The platform is also shifted to use sustainable rayon and offer products with recyclable labels.

Prioritizing Indian Textile

The platform has partnered with many multicultural lifestyle brands. One of its major steps to support sustainability is by prioritizing Indian textiles. Myntras brands work with many local artisans who specialize in traditional textile crafts of India. A popular brand Taavi collaborates with various NGOs and local artisans to popularize Indian textiles and embroidery in the country.

These local artisans naturally got anxious during a pandemic, so Myntra offered them variable plan options rather than just clear fixed plans. By promoting natural fabrics, Myntra is helping the artisan community sustain itself through the difficult pandemic times. Moreover, this initiative is also preserving Indian crafts and building sustainable communities.

Myntra Fashion Upgrade Program

The Myntra Fashion Upgrade program encourages its customers to gain discounts on their new purchases when they exchange their old clothes. This initiative surely reduces the increase of waste in landfill. In addition to the reduction in the amount of textile waste, it promotes circular fashion.

Myntra has partnered with many Indian designers to launch sustainable designs featuring handloom cotton and silk. These product collections are produced in an eco-friendly manner and empower local artisans. By promoting sustainable fashion, Myntra is reducing the environmental impact on the fashion industry.

Eco-friendly recycled papers

One of the latest sustainable initiatives it has taken is using eco-friendly recycled paper shreds. This has replaced the other plastic means of Packaging in the supply chain, like bubble wrap and air-filled plastic pouches. The plastic adhesive tapes are replaced with paper tapes and recycled Kraft paper pouches to attach customer invoices. Myntra is also using RFID-tagged multipurpose polyester bags for reverse shipments.

This initiative also involves the idea of reminding customers of the value of recycling their packaging waste. It would encourage more people to recycle without discarding into landfill and promote a circular economy.

Sourcing sustainable Packaging

Myntra has formed a partnership with a non-profit organization, Canopy, to buy its resources for developing sustainable Packaging. This collaboration assures there is a packaging source that supports deforestation. The platform plans to use Canopy’s Pack4Good, and CanopyStyle initiatives to source sustainable forest-derived products. It is to instill modern solutions. So, the sourcing would not depend on forests for raw materials.

Myntra is currently exploring different ways to design shipping boxes. It is to design reusable or refillable shipping boxes. It helps reduce the use of paper and paperboard materials in Packaging.

Myntra is ensuring all its team and partner, and product fulfillment centers have the necessary resources. They should have proper technology and infrastructure. With the right tools at hand, it can easily attain eco-friendly packaging goals.

Sustainable supply management

With the arrival of the pandemic, the rise of technological development in India’s market landscape is commendable. Consumers have become more technologically savvy. It’s only natural that as an eCommerce platform, Myntra uses advanced technology sphere to bring more sustainability to its operational capabilities.

Jotwani has shared with the media that everything Myntra does is supported by tech strengths. The platform focuses more on all of its teams and partners, and supply management processes are conducted through technology for a seamless experience of doing business. This technology revolution well reflects the platform’s product philosophy.

In order to empower its partner enterprises within the sustainable ecosystem, its eCommerce platform development team has launched a partner portal. This portal is an interface between the vendors, brands, and other partners and Myntra’s teams. Anything about the supply chain management process, the portal would enable real-time and seamless access to information. Whether it’s a product, payment status, dispatch, or delivery status, everyone can get accurate information and be on the same page to reduce miscommunication.

This portal can give Myntra partners a scorecard on important activities. The card would include information on all crucial performance metrics to help them understand their areas of strength and where they can improve.

In order to work with its partners more effectively and promptly, Myntra is using a variety of digital tools like a 3-D fitting and high-quality interface. The fusion of technology use has improved Mytra’s interactions with its partners, which has led to a massive increase in NPS.

Since Myntra uses green supply management for streamlining operations, it cuts waste and advances sustainability in the fashion sector. The automation of sourcing and advanced technology is what made this possible.

The digital showcase platform for partners

Not just Myntra’s online platform but its partners also adapt to the digital working process to get the most out of such sustainability initiatives. Myntra has developed a digital platform, so its partner enterprises can display their products to its design teams, so the new collections of the sales season stay up to the latest trends. The platform has improved and expanded its 3D fitting feature for more styles so customers would not require the physical fitting and buy the correct product. This would effectively reduce product returns.

During the pandemic situation, its quality teams had difficulties travelling to factories. In order to reduce such hassles, the digital platform also enables checking quality reviews through digital means.

Commitment across ecosystem stakeholders

The sustainability initiatives are possible due to the commitments across multiple in-house teams of Myntra and well-thought-through approaches. Moreover, it involves months of sustainable-friendly materials and process investigations. These approaches were achievable due to the cooperation with all its ecosystem stakeholders. This collaborative action includes both brand partners and sellers to ensure these eco-friendly alternative processes are effective to carry out through various product categories.

Sustainable assessment and training

Myntra assesses the sustainability policies of its partner enterprises by conducting sustainability assessments. This evaluation takes into account a number of factors, including social responsibility, energy use, water use, and waste management. Myntra offers feedback and suggestions for development in response to the assessment.

Since many of its sustainability initiatives involve technology use, Myntra offers sustainability training to its partner businesses too. This helps them implement sustainable practices for future growth and bring a competitive edge to their operation. The training subjects cover aspects like sustainable sourcing, waste reduction, energy economy, and eco-friendly Packaging.

Mynta’s sustainable supply chain impact on partner enterprises

Myntra has shown commitment to reducing the environmental impact of its production process, which is helping its partners to specialize in sustainable materials. Its in-house teams ensure the partners are following ethical manufacturing practices while complying with industry standards. This sustainable practice has also enabled partners to build safe and healthy work environments leading to a boost in positive reputation.

The adaptation of the circular economy approach has encouraged the partner enterprises to incorporate recycled and upcycled materials. It has also helped them create more new revenue streams.

Using digital technology platforms, Myntra’s partners don’t need to engage in requiring physical samples. This further reduces the number of transportation trips and carbon footprint.

Myntra has also invested in the capacity development of its partner enterprises by offering training and technical help for sustainable practices. This has made it possible for the partner enterprises to implement more sustainability methods by enhancing their knowledge and skills.

Today customers are more conscious about their practices and how they impact the environment. With a deep understanding of consumer behavior, Myntra has taken the major step to expand its stress on sustainable initiatives with its pattern enterprises. They know that customers are more likely to support companies that are prioritizing sustainability. Myntra is supporting its partner enterprises by leveraging the ability of digital technology and promoting ethical manufacturing and sustainable sourcing, ultimately benefiting the environment.