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On 10 May 2015, Myntra announced that it would shut down its website, and serve customers exclusively through its mobile app beginning 15 May. The service had already discontinued its mobile website in favour of the app.[17] Myntra justified its decision by stating that 95% of traffic on its website came via mobile devices, and that 70% of its purchases were performed on smartphones. The move received mixed reception, and resulted in a 10% decline in sales.[18][19] In February 2016, acknowledging the failure of the "app-only" model, Myntra announced that it would revive its website.
Established by Mukesh Bansal along with Ashutosh Lawania and Vineet Saxena, Myntra sold on-demand personalized gift items. It mainly operated on the B2B (business-to-business) model during its initial years. Between 2007 and 2010, the site allowed customers to personalize products such as T-shirts, mugs, mouse pads,
Myntra is an Indian fashion e-commerce company headquartered in Bengaluru, Karnataka, India.[1] The company was founded in 2007-2008 to sell personalized gift items.[2][3][4][5] In May 2014, Myntra.com was acquired by
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