Covid-19 had affected the economy drastically during the lockdown days. Even though the country is unlocking in a phased manner, the economy still remains the worst affected. During such tough times people have this terror inside them and many are paranoid whether they catch the infection. Adhering to social distancing norms and to keep oneself safe people have avoided to go shopping and be in the physical atmosphere of the marketplace.
Thus, people whether they like it or have to shift into the digital world of shopping.
This pandemic has pushed consumers towards online portals to purchase almost everything.
Myntra, the online fashion and lifestyle store owned by Flipkart, has hired 5,000 employees for the 12th edition of its ‘End of Reason Sale’ from June 19 to June 22, including some staffers who will be working from home.
“There are many firsts to this sale – one being that most of it is being run virtually and secondly, we hired the additional workforce a week in advance instead of a day prior to the sale like in pre-Covid years,” Amar Nagaram, CEO of Myntra, told ET.
According to reports, shoppers from around the world will have over 7 lakhs options from 3,000 brands to choose from during the sale.
Myntra estimates that this sale season will bring profit into their pockets from 30 lakh people.
CEO of Myntra Amar Nagaram said as the government lifted restrictions in Unlock 1, categories such as fashion essentials, women’s ethnic wear, kidswear, active and sportswear, and beauty and personal care and these were also expected to boom during the online sale.
He added that 15,000 kirana partners will cater to 75 per cent of the overall deliveries, spanning about 300 cities.
Myntra has introduced a new strategy called ‘Recharge Leave’ which means staffers get two days off after wrapping up the sale.
“We understand that these are challenging times for those who are coming for work at the fulfilment centres and even those who are working from home. This is a first-of-its-kind leave to ensure employees rejuvenate themselves,” said Nagaram.
This season Myntra has come up with various ways to tackle the pandemic in a fun and exciting way.
To motivate employees at fulfilment centres, Myntra organised a virtual townhall and a gig by the band Lagori with a kick-off in a virtual 3D environment.
Yoga and meditation sessions have been held online every morning to boost the team’s energy and alleviate stress from work and the on-going situation of Covid-19.
“We are concerned about our employees’ mental health, especially with WFH arrangements,” Nagaram said.
Myntra will send email reminders during the day to its employees, urging them to take a break. The email will also have GIFs of breathing exercises. More than 1,000 employees will be working remotely and be available 24/7 during the sale. Wi-Fi dongles have been handed out to employees to ensure they stay connected.
The company has tied up with 50+ brands to enable direct delivery of merchandise from the stores to the consumers’ doorstep, enabling brands to reach a wide base of customers, in a safe way.