Natasha Kumar
Natasha is Mintel's Food & Drink Analyst based in Mumbai. She is responsible for analysing and providing insights on India’s food and drink market.

Online fashion retailer Myntra, is offering a value-added service called ‘Alterations’ to enable its shoppers to purchase alterations for apparel bought from its portal.

Myntra has partnered with tailors in select Indian cities like Delhi, Mumbai, Bangalore and Kolkata who will offer length alterations for men’s trousers. Eventually, this will be rolled out for women’s clothing as well.

According to Myntra, this campaign was launched in a bid to get more offline shoppers to buy clothes, try its portal and get comfortable with shopping online; the e-retailer also wants to assist the 200 local tailors with more business.

This campaign is very relevant to Indian consumers who are still hesitant to shop online and are not well versed with how it works. In fact, Mintel research reveals that only one in five consumers in India have bought clothing, footwear or accessories online. Therefore, providing a value-added service like alterations bridges the gap between online shopping and what would ideally happen if someone bought the same apparel offline.

Additionally, being able to work with tailors helps the company support medium and small enterprises in the country.

What we think

In a crowded marketplace where there are many e-commerce players and consumers are spoilt for choice, providing value-added services goes a long way in building brand awareness and loyalty.

In India, one of the biggest barriers to online shopping has been the lack of authenticity, confidence and convenience in the online process. Hence, brands need to offer authentic offline experiences along with their online platform to help bridge the gap in the mind of the consumer. The future of online retail will mean more personalised solutions for consumers to ease their purchase journey.