Method minus the noise

SINCE TAKING CHARGE OF MYNTRA IN 2022, CEO NANDITA SINHA HAS TURNED THE FIRM HEMORRHAGING HUGE LOSSES INTO A PROFIT-MAKING PLATFORM

- ANEES HUSSAIN

IN THIS AGE OF constant visibility, Myntra CEO Nandita Sinha might come across as an outlier. She doesn't have a 24X7 presence on social media and speaks only when she has to.

Sinha is among those who would pick substance over speed, say her colleagues. Since taking the helm at fashion e-commerce company Myntra in January 2022, she has engineered a remarkable transformation.

The IIT-BHU and FMS Delhi alumna has turned a company hemorrhaging nearly ₹800 crore annually into a profit-making platform, which is ready to expand internationally.

Announced this week, Myntra Global marks the Walmart-owned company's first direct-to-consumer expansion outside India. It will target the 650,000-strong Indian diaspora in Singapore with handpicked Indian fashionwear and a hassle-free shopping experience.

Obviously, the quiet CEO chooses her moments wisely. Those familiar with her trajectory aren't surprised. Her path to Myntra's corner office was paved with experiences that shaped her unique leadership approach.

As a young trainee at Hindustan Unilever, she rode a moped through rural India's dusty byways, calling on scores of kirana stores every day to get a pulse of the consumer.

That grassroots understanding of Indian consumers would later inform her data-driven yet intuitively human approach to fashion e-commerce.