The Synopsis Is it possible that the ease of shopping for garments online will persuade Indians to abandon the "try-before-you-buy" mentality? That was the wager made by Myntra in 2011. It has just shifted its focus from customised gifts to fashion. And it was successful. Myntra became India's top online fashion platform in only a few years. Flipkart came knocking in 2013. It wants to expand its fashion portfolio, so it bought Myntra. Myntra, on the other hand, continued to iterate. It transitioned from an inventory-led approach, in which they purchased garments from manufacturers before reselling it, to a marketplace one, in which over 3000 businesses could utilise the Myntra platform to present their offerings to buyers. It collaborated with Bollywood stars such as Hrithik Roshan to promote unique products (HRX). Mast & Harbour are two of its own private label brands. To further build its Bollywood cred, it teamed with superstars such as Deepika Padukone (All About ...