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In an at­tempt to strengthen its omni-chan­nel pres­ence, the ap­parel brand Mango with its busi­ness part­ner Myn­tra opened its first store in Delhi at Se­lect Ci­ty­walk Mall. The brand plans to open 25 stores in In­dia over the next 5 years. The sec­ond store will open in Mum­bai at Phoenix Mall in Novem­ber, and will be fol­lowed by three more open­ings be­fore the end of 2017.

Ac­cord­ing to Mango Ex­ec­u­tive Vice Pres­i­dent, Daniel López, “This is the be­gin­ning of an ex­pan­sion plan in In­dia that will cover the next five years. We have an ex­cel­lent re­la­tion­ship with Myn­tra and their ex­per­tise has al­lowed us to reach vir­tu­ally ev­ery cor­ner of In­dia and in­crease our cus­tomer base ex­po­nen­tially as a re­sult. Fol­low­ing an omni-chan­nel strat­egy and hav­ing a pres­ence in the coun­try with phys­i­cal stores will al­low us to gen­er­ate value for con­sumers by im­prov­ing their shop­ping ex­pe­ri­ence.”

Speak­ing on the oc­ca­sion, Ananth Narayanan, CEO of Myn­tra and Jabong, said, “Help­ing launch the first Mango store in Delhi is a huge step in the di­rec­tion of build­ing a ro­bust omni-chan­nel pres­ence for the brand. Mango has been grow­ing at a 100 per­cent YoY rate on the plat­form and con­tin­ues to en­joy great fash­ion ap­peal amongst shop­pers in In­dia. The new tech­nol­ogy-packed store is set to re­de­fine the way con­sumers in In­dia ex­pe­ri­ence brands in the fu­ture.”

The new store is equipped with ad­vanced tech­nol­ogy to pro­vide a seam­less shop­ping ex­pe­ri­ence for cus­tomers in In­dia. All Mango stores in the coun­try will fea­ture in­te­grated in­ven­tory and the con­cept of ‘end­less aisle’, en­abling cus­tomers to browse the brand’s col­lec­tion on a tablet, check out prod­uct de­tails and avail­abil­ity, and have goods from other stores de­liv­ered to their doorstep. Th­ese tablets are also used to pro­vide per­son­alised rec­om­men­da­tions based on pur­chase his­tory, and in­form cus­tomers about new prod­ucts and styles. Cus­tomers will also be able to skip queues at billing coun­ters, us­ing the as­sisted check­out fea­ture on tablets.

In 2014, Mango chose Myn­tra as a part­ner to de­velop its on­line busi­ness in In­dia, given that it is the largest and most rep­utable on­line fash­ion re­tailer in the coun­try. In less than three years, Mango has be­come one of the five top-sell­ing women’s western wear brands on Myn­tra mar­ket­place.

Daniel López and Ananth Narayanan

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