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Myntra acquires online fashion boutique Fitiquette
MUMBAI: E-commerce portal Myntra has acquired San Francisco-based Fitiquette, a technology solutions company that aims at solving size and fit issues for online shoppers.
Through this acquisition, Myntra aims to strengthen and expand its technology platform and drive transformational change in the online shopping space in India by providing world-class experience to its customers.
Without revealing financial terms of the deal, Myntra said that the acquisition was part cash, part stock.
This is Myntra‘s second acquisition in a short span of four months. It had acquired Sher Singh, a global private label online brand specialising in sports-inspired lifestyle apparel for men and women and its New York based parent company Exclusively.in in November last year.
Myntra CEO and co-founder Mukesh Bansal said, “Myntra aims to create the most compelling Fashion Shopping experience for Indian consumers at par or better than global standards. Fitiquette has developed pioneering technology for solving the Fit/Size problem online. This acquisition will not only help us improve the experience significantly, but will also enhance our technology team with addition of top tech talent from Fitiquette.”
The Fitiquette team will be joining Myntra with Andy heading Myntra‘s newly formed Innovation Labs in San Francisco.
Fitiquette CEO and co-founder Andy Pandharikar said, “The Indian e-commerce industry is growing at breakneck speed and it is a great time to be a part of this journey. I am confident that Fitiquette‘s powerful technology will benefit Myntra‘s vision of providing world class solutions to online shoppers across the country.
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
