Myntra, Koovs And Fashion Portals Find A Way Around Covid-19 Slowdown

As the Indian ecommerce companies are preparing to resume all their operations from April 20, some fashion and lifestyle ecommerce portals are keeping their eye on the post-Covid-19 scenario.

Online companies like Tjori, Voylla, and Peachmode are giving up to 80% discounts on their catalogue to prevent inventory pile up. The companies, however, will be delivering the product after the lockdown has been lifted, according to reports and announcements. Koovs too is giving flat 70% discounts to its users and accepting only prepaid orders at the moment.

“We are supportive of the government’s initiative for national lockdown and are not delivering at present, to safeguard our customers and warehouse team. However, we continue to take orders We will continue to monitor the situation closely, and deliver as soon as the situation permits,” Koovs’ website reads.

Jewellery and other fashion accessories platform Voylla’s founder, Vishwas Shringi, said that since everyone is at home, they would have more time to engage with the brand and look through its collections.

The Covid-19 lockdown and restrictions on the delivery of non-essential items have hit the fashion and lifestyle ecommerce industry hard. Mansi Gupta, founder of Tjori, has highlighted that the company had already lined up its offering for the season. It also highlighted that the company had to pay its weavers and craftsmen.

The company also highlighted that the lockdown sale has helped the company achieve 70% of its normal sales. “These sale events help us in overcoming the liquidity crunch caused by the lockdown,” Gupta told ET.

Meanwhile, Flipkart-owned fashion portal Myntra has started taking orders for personal care essentials. As per its website, the company will also be looking into the delivery of essentials like masks and sanitisers soon.

Besides this, the company has also launched Myntra Studio, which is a personalised content destination on the website itself. Through this, Myntra is looking to engage the users by bringing in fashion influencers on board to showcase Myntra’s collections. Myntra Studio will also cover fashion, beauty and entertainment news, along with tips, hacks and insider tricks.

Fashion and beauty ecommerce platform Nykaa has also ventured into the delivery of essential products — bathing essentials, menstrual supplies,  oral care products, home needs, face masks, intimate hygiene essentials, moisturisers and more.

The company is operating in select pin codes in Mumbai, Pune, New Delhi, and Bengaluru. The company hopes to start its services in other cities as well. For the time being, the beauty portal is only accepting prepaid orders and has cautioned customers for delayed deliveries.

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