new delhi myntra is piloting a technology that will enable it to access inventories in warehouses or the stores of various brands including allen solly van heusen louis philippe and puma to be able to ship products to consumers from the nearest possible locations including the brands own outlets myntra is technologically bringing stores and warehouses of 10 major brands on its platform to give realtime access to consumers to merchandise that are closer to them for faster delivery from nearby outlets or distribution centres it is using geotagging a technique that allows companies to identify sellers close to the buyer thereby cutting delivery time and logistics cost you take all the warehouses and distribution points of the brands and make them available for both forward and backward shipment said ananth narayanan chief executive of myntra adding the company could use the distribution centres and outlets for reverse pickup of return which has a more than 20 rate in fashion ecommerce for forward it is you who geotag the customer and show the inventory that is live that is closest to the person so the delivery is faster and they could see the full variety he said currently myntra uses geotagging technology to target specific buyers in various cities for instance buyers of winter clothes in delhi will get different options in heavy winter clothing compared to someone shopping from bengaluru with lighter winter wear choices narayanan said delivery from warehouses and outlets of brands will start from february and myntra is currently piloting with two brands the countrys largest fashion ecommerce operator that had acquired its rival jabong for 70 million in july sells more than 2000 fashion and lifestyle brands including nike adidas puma levis wrangler diesel cat harley davidson ferrari timberland us polo fabindia biba among dozens of other local and global labels at present most of the sellers send their consignments to myntrarun warehouses and the bengaluru company then ships those packets to consumers throughout the country with the new arrangement companies can ship directly from their warehouses and stores once orders come through myntras platform with the scale and reach we have suddenly a lot of their inventories become live to a lot of people narayanan said assume a brand has 200 stores and 20 warehouses and now apart from what i sell regularly on myntra all other inventories are available to the 18 million active users at myntra and jabong by rasul bailay et bureau published on dec 29 2016 at 0854 am ist telegram facebook copy link be the first one to comment comment now comments comment now read comment 1 all comments post post find this comment offensive choose your reason below and click on the submit button this will alert our moderators to take actions reasons for reporting foul language defamatory inciting hatred against a certain community out of context spam others report join the community of 2m industry professionals subscribe to our newsletter to get latest insights