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How to Leverage Myntra to Expand in India

Partnering with the e-commerce giant is an increasingly popular way to tap the India opportunity but it comes with downsides like deep discounting.
An employee at Myntra.com office, India. Getty Images.
An employee at Myntra's office in India. Getty Images. (Bloomberg)
By
  • Casey Hall and Phyllida Jay

A number of prominent international brands including H&M, Adidas, Calvin Klein and Marks and Spencer have already partnered with fashion etailer Myntra to boost sales in the India market and so far, the strategy seems to be working.

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