Witworks
2018
Why
Myntra acquired Witworks in 2018.
Myntra
Fashion & Lifestyle E-CommerceFounded 2007- HQ today: Bengaluru, Karnataka, India
Reviewed by Swet Parvadiya
Company data updated: October 2026
Acquisitions
Myntra Acquisitions
5
Major Deals Covered
$70M
Disclosed Deal Value
What are Myntra's biggest acquisitions?
Myntra's largest disclosed acquisition here is Jabong.com for $70M in 2016. This page covers 5 major deals from 2015 to 2018, each with its price where disclosed and the reason behind it.
- Major deals covered
- 5
- Largest deal
- Jabong.com ($70M)
- First deal
- 2015
- Most recent
- 2018
| Company | Year | Price | Purpose |
|---|---|---|---|
| Native5 | 2015 | Undisclosed | Myntra acquired Native5 in 2015. |
| Jabong.com | 2016 | $70.0M | Acquired leading fashion e-commerce rival from Global Fashion Group to consolidate Indian online apparel. |
| Cubeit | 2016 | Undisclosed | Myntra acquired Cubeit in 2016. |
| Witworks | 2018 | Undisclosed | Myntra acquired Witworks in 2018. |
| Pretr Online Services Pvt | 2018 | Undisclosed | Myntra acquired Pretr Online Services Pvt in 2018. |
- What companies has Myntra bought?
- Major acquisitions by Myntra documented here include Jabong.com (2016), Witworks (2018), Pretr Online Services Pvt (2018), Cubeit (2016) and Native5 (2015).
- What is Myntra's most recent acquisition?
- The most recent Myntra acquisition documented here is Witworks, in 2018.
Pretr Online Services Pvt
2018
Why
Myntra acquired Pretr Online Services Pvt in 2018.
Jabong.com
2016
$70M
Why
Acquired leading fashion e-commerce rival from Global Fashion Group to consolidate Indian online apparel.
Impact
Eliminated major competitor and solidified Myntra's 50%+ market share.
Outcome
Integrated and merged into Myntra.
Cubeit
2016
Why
Myntra acquired Cubeit in 2016.
Native5
2015
Why
Myntra acquired Native5 in 2015.
Myntra's Growth & Acquisition Strategy
After building its base in India's largest cities, Myntra is expanding into Tier 2 and Tier 3 cities and into beauty and personal care. Myntra Beauty sells cosmetics and premium skincare in competition with Nykaa, a category with higher margins and more frequent repeat purchases than apparel. It is also investing in live commerce, where influencers sell through video streams in the app.
How Myntra Makes Money
Myntra earns money in two ways. Its marketplace sells global brands such as Nike, H&M and Levi's, which bring in shoppers. Its private brands, such as Roadster and HRX, are designed using data on what Indian shoppers search for. Because Myntra owns those brands and controls their manufacturing, their margins are much higher than on third-party products.
Myntra Acquisitions FAQ
What is the most famous acquisition completed by Myntra?
Myntra's most significant acquisition was rival online fashion portal Jabong.com in July 2016 for approximately $70 million from Global Fashion Group, consolidating Myntra's dominant market share in Indian fashion e-commerce.
What was the strategic impact of Myntra's acquisition of Jabong in 2016?
Acquiring Jabong united India's two largest fashion e-commerce platforms, giving the combined entity an estimated 70% share of online branded apparel sales and eliminating intense promotional price wars.
Did Myntra acquire any specialized technology startups to enhance its mobile app platform?
Yes, Myntra completed several targeted technology acquisitions including Cubeit (mobile content aggregation, 2016), Witworks (wearable smart devices and IoT, 2018), and Native5 (multi-platform mobile app development, 2015).
Why did Myntra acquire social fashion discovery platform 20Dresses in 2016?
Myntra acquired Mumbai-based 20Dresses to integrate its personalized styling engine, curated social commerce catalogs, and in-house women's private label apparel design capabilities.
How did Myntra acquire the master franchise rights for Spanish fashion giant Mango in India?
In 2017, Myntra secured the exclusive master franchise rights for Mango in India, managing both the digital storefront on Myntra and developing physical omnichannel retail stores across Indian shopping malls.
Did Myntra acquire any smart fitness or wearable hardware platforms?
In 2018, Myntra acquired Bengaluru-based IoT wearable startup Witworks to develop connected smart fitness devices, smartwatches, and interactive athletic apparel for its HRX brand.
How did Flipkart's acquisition of Myntra in 2014 shape subsequent M&A activity?
Being backed by Flipkart's balance sheet enabled Myntra to aggressively acquire competitors like Jabong and invest in advanced logistics, AI search tech, and global brand licensing agreements.
What strategic criteria does Myntra use when evaluating new brand or technology acquisitions?
Myntra evaluates acquisitions based on intellectual property in fashion tech (AR/AI fitting, visual search), exclusive global brand licensing, Gen-Z community engagement, and margin accretive private labels.
Why was the $70 million acquisition of Jabong in 2016 so decisive for Myntra?
In July 2016, Myntra acquired primary fashion rival Jabong from Global Fashion Group (Rocket Internet) for $70 million in cash. By eliminating its most aggressive competitor, Myntra and Flipkart secured over 50% of the organized online fashion market in India, dramatically curbing promotional discount wars.
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