In a bid to strengthen its presence in the Indian fashion ecommerce segment, Flipkart owned Myntra is betting on its network of neighbourhood stores to bolster its last-mile deliveries. The fashion portal has been aggressively scaling its network of kirana stores under the MENSA Network programme.
Till date, the company has partnered up with more than 2,000 family-run grocery stores and small shops across the country. As stated by Chief People Officer and Head of New Initiatives, Manpreet Ratia, one out of every five deliveries made by Myntra is currently carried out by a corner shop.
During regular non-sale days, around 23% of Myntra’s deliveries are made by these stores. Ratia added, “We are aiming to do 70% deliveries through MENSA. We have invested majorly in technology to enable and further scale MENSA to the next level.”
Launched in April this year, the MENSA Network comprises various local service providers like mobile repair and recharge shops, stationery stores, tours and travel operators, courier booking shops and small apparel shops, among others. At present, kirana stores account for nearly 40% of the entire network.
According to Myntra CEO Ananth Narayan, the programme underwent rapid expansion during this year’s ‘Big Billion Day’ sale by Flipkart in September. To further bolster the programme, the fashion ecommerce platform has rolled out “Project Mass” with the aim of assisting its delivery staff in starting their own businesses and shops through Seed investments of $615.6 (INR 40,000) each.
As part of the initiative, Myntra will be adding these new stores to its existing MENSA network. Ratia explained, “Project Mass is aimed at supporting our delivery staff who have had a long association with Myntra and now want to go on the entrepreneurial path. These people will act as brand ambassadors for MENSA and attract shops in their vicinity to join the network.”