Brands
Myntra announces 12th edition of EORS; geared up to handle 20,000 orders per minute
MUMBAI: Touted to be nation’s biggest fashion event, Myntra’s End of Reason Sale (EORS) will kick off on 19 June. Shoppers across the country will have access to over seven lakh styles from 3,000+ fashion and lifestyle brands. The 12th edition of EORS will be held from 19-22 June with Myntra expecting three million people to shop from the safety of their homes.
The present edition of the biannual EORS is set to offer over seven lakh styles, almost all of which will be available on unique offers, including special offers for first-time shoppers, such as a flat Rs 500 off on the first transaction and free delivery for the first month. Shoppers can also avail 10 per cent off on HDFC debit and credit cards and a 10 per cent cashback on EMIs availed through HDFC cards.
Wide range of brands
Customers can pick their favourite fashion wear, accessories, beauty products, home decor and more at the best possible price points from brands such as Allen Solly, Louis Philippe, Lacoste, Calvin Klein, H&M, Nike, Adidas, Puma, Roadster, HRX, Mango, Forever 21, Rowdy, Tommy Hilfiger, Wrogn, Jack & Jones, Flying Machine, The Humbl Co., Marks & Spencer, All About You, House of Pataudi, Mast and Harbour, Dorothy Perkins, W, Biba and Global Desi, among others.
Myntra has scaled up the collection for Myntra Fashion Brands (MFB), with 100,000 products and styles across apparel, accessories and footwear. Some of the leading brands from MFB include, Dressberry, Anouk, Sangria, Ether, Taavi and Kook N Keech, among others. Myntra also launched 50 new brands on its platform ahead of the event, including prominent names such as Chicco, Khadims, Charles & Keith, La Senza, Globus, GANT and Budweiser.
Investments in safety
Myntra is prioritizing safety above all aspects. From warehouses and fulfilment centres to the customers’ doorsteps, there are numerous protocols on safety, which are strictly being adhered to by employees, delivery personnel, MENSA partners, brand partners, and even customers. These include, following strict social distancing norms, regular temperature checks, frequent sanitization of facilities and delivery bags, ensuring use of PPE’s at all times, frequent hand sanitization and more. Customers on the other hand, are encouraged to undertake contactless deliveries and use digital modes of payment.
Accelerating growth for SMEs
Over 3,500 Indian handloom products from 400+ brands are live on the platform, giving impetus to SMEs. The marquee fashion event will also host over 1,000 brands in the Western and Sports apparel categories, with a focus on top-wear and dresses.
Myntra registered strong demand for categories such as Personal care, Lounge-wear, Lingerie and Kids’ wear over the last two months and expects this trend to continue alongside others such as Fashion Essentials, Women’s Ethnic, Beauty, Active and Sportswear.
Myntra CEO Amar Nagaram said, “This edition of EORS will be an important one in the present context where customers will have the opportunity to access the best of fashion and lifestyle brands from the safety of their homes, as they look forward to embracing normalcy after a hiatus of over two months. There is significant pent up demand on the consumer side, as well as keenness on the brands’ side to return to business. We are offering a strong value proposition to our customers in the form of brands, styles and designs at the best prices and are expanding reach to over 27,000 pin codes with a million shipments every day. In these times, the safety of our customers and delivery partners is high on priority for us. We are taking several precautionary measures across the supply chain, from the warehouse to the point of delivery, in accordance with guidelines issued by the government.”
Partnering with Kiranas and brands for unique delivery models
Myntra’s highly successful Kirana model, under MENSA (Myntra Extended Network for Service Augmentation), will play a major role in last mile delivery in the upcoming EORS. 15,000 kirana partners will cater to 75 per cent of the overall deliveries spanning 300 cities. This will give an impetus to the earnings of delivery partners that are directly linked to the number of deliveries.
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.
Expected scale
On the technology front, Myntra is geared to handle 7.5 lakh concurrent users, and process 20,000 orders per minute at peak.
Unique offers and early access
Myntra is known for its innovative concepts and attractive customer engagement initiatives, ahead of the biannual fashion event, such as ‘price reveal’ and ‘early access’ that have highly enhanced shopper experience over the years. The Elite and Icon base of ‘Insiders’ (Members of Myntra’s Loyalty Program) will enjoy exclusive early access to the sale from 7 pm on 16 June, while others seeking this option may do so by paying a fee of Rs 199. The next option is to access Slots that open up at 7 pm on 18 June and can be tapped into by earning points through games. Users also have the added option of visiting the platform prior to the sale period and securing a Gold Slot for free, which will entitle them to shop during a one-hour slot between 7-11 pm on 18 June.
Marketing initiatives
The company expects Tier 2 and Tier 3 cities and town to contribute significantly to its growth and will be focusing on these markets. Myntra is undertaking a first-of-its-kind influencer activation with 60+ diverse influencers, both at a regional and local level, for deeper penetration and wider reach. The company has partnered with Bollywood actors, Hrithik Roshan and Sonakshi Sinha and Tollywood actress Samantha Akkineni for its marketing campaign and the TVCs will be aired across all leading national and regional channels, including digital and social media platforms.
Preparations at Myntra
For the first time, the entire EORS event is being managed remotely and digitally by the employees connecting with each other through live video conferencing. There will be a dedicated central virtual war-room for tactical problem solving across all phases of the event.
Brands
YES Bank hands the keys to SBI veteran Vinay Tonse as it bets on a new era
Former SBI managing director appointed as YES Bank’s new MD and CEO
MUMBAI: YES Bank is done rebuilding. Now it wants to grow. The private sector lender has appointed Vinay Muralidhar Tonse as managing director and chief executive officer-designate, with RBI approval secured and a start date of April 6, 2026 confirmed. The three-year term signals the bank’s intent to shift gears from crisis recovery to full-throttle expansion.
Tonse, 60, is no stranger to scale. Most recently managing director at State Bank of India, he oversaw a retail book of roughly $800bn in deposits and advances, one of the largest in the country. Before that, he ran SBI Mutual Fund from August 2020 to December 2022, a stint that saw assets under management surge from Rs 4.32 lakh crore to Rs 7.32 lakh crore across market cycles. Add stints in Singapore and four years leading SBI’s overseas operations in Osaka, and the incoming chief arrives with a genuinely global CV.
His academic grounding is equally solid: a commerce degree from St Joseph’s College of Commerce, Bengaluru, and a master’s in commerce from Bangalore University.
The appointment follows an extensive search and evaluation process by the bank’s Nomination and Remuneration Committee. NRC chairperson Nandita Gurjar said the committee unanimously backed Tonse, citing his leadership track record, governance credentials and ability to drive the bank’s next phase of transformation.
Non-executive chairman Rama Subramaniam Gandhi was unequivocal. “I am certain that Vinay Tonse, with his vast experience as a senior banker, will propel YES Bank to its next phase of growth,” Gandhi said, adding that the bank remains focused on strengthening its retail and corporate banking franchises and expanding its branch network.
Rajeev Kannan, non-executive director and senior executive at Sumitomo Mitsui Banking Corporation, the bank’s largest shareholder, said Tonse’s experience across retail, corporate banking, global markets and asset management positioned him well to lead the lender. SMBC said it looks forward to working with Tonse and the board as YES Bank pursues its ambition of becoming a top-tier private sector lender anchored in strong governance and sustainable growth.
Tonse succeeds Prashant Kumar, who took the helm in March 2020 when YES Bank was in freefall following a severe financial crisis, and spent six years painstakingly stabilising the institution, rebuilding governance and restoring operational scale. Gandhi was generous: “The bank remains indebted to Prashant Kumar, who is responsible for much of what a strong financial powerhouse YES Bank is today.”
Tonse, for his part, struck a purposeful note. “Together with the board and my colleagues, I remain deeply committed to creating long-term value for all our stakeholders,” he said, pledging to build on Kumar’s foundation guided by his personal motto: Make A Difference.
Beyond the balance sheet, Tonse played cricket at college and club level and represented Karnataka in archery at the national championships — sports he credits with teaching him teamwork, situational leadership, discipline and focus. In quieter moments, he reaches for retro Kannada music, classic Hindi songs, and the crooning of Engelbert Humperdinck, Mukesh and Kishore Kumar.
YES Bank has its steady-handed rebuilder in Kumar to thank for survival. Now it has a scale-obsessed growth banker at the wheel. The next chapter starts April 6.
