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𝗗𝗮𝘆 𝟴 𝗼𝗳 𝗧𝗵𝗲 𝗜𝗻𝗱𝗶𝗮𝗻 𝗦𝘁𝗮𝗿𝘁𝘂𝗽 𝗪𝗮𝗿 𝗦𝘁𝗼𝗿𝗶𝗲𝘀: 𝗡𝘆𝗸𝗮𝗮 𝘃𝘀. 𝗠𝘆𝗻𝘁𝗿𝗮 – 𝗧𝗵𝗲 𝗕𝗮𝘁𝘁𝗹𝗲 𝗳𝗼𝗿 𝗜𝗻𝗱𝗶𝗮’𝘀 𝗙𝗮𝘀𝗵𝗶𝗼𝗻 & 𝗕𝗲𝗮𝘂𝘁𝘆 𝗘𝗺𝗽𝗶𝗿𝗲 𝟮𝟬𝟭𝟮 – 𝗧𝗵𝗲 𝗥𝗶𝘀𝗲 𝗼𝗳 𝗜𝗻𝗱𝗶𝗮’𝘀 𝗕𝗲𝗮𝘂𝘁𝘆 & 𝗙𝗮𝘀𝗵𝗶𝗼𝗻 𝗠𝗮𝗿𝗸𝗲𝘁 In the early 2010s, fashion and beauty shopping in India was dominated by malls, local stores, and international brands. E-commerce was growing, but buying makeup and fashion online? That was a risk. Women hesitated to buy beauty products without trying them. Clothing sizes varied wildly, leading to high returns. People didn’t trust online quality. But two startups—Nykaa and Myntra—saw the future differently. Each took a different approach to winning India’s fashion and beauty empire. --- 𝗡𝘆𝗸𝗮𝗮 – 𝗕𝗲𝘁𝘁𝗶𝗻𝗴 𝗼𝗻 𝗕𝗲𝗮𝘂𝘁𝘆 𝗮𝗻𝗱 𝗧𝗿𝘂𝘀𝘁 In 2012, Falguni Nayar, an investment banker, saw a gap in India’s beauty market. The problem? Indian women had limited access to global beauty brands and trusted offline stores over e-commerce. Nykaa’s solution? Authenticity: 100% original, high-quality beauty products. Content & Education: Tutorials, reviews, and influencer marketing to build trust. Omnichannel Play: Physical Nykaa stores to complement online sales. Slowly, Nykaa became India’s go-to beauty destination. Women who never bought makeup online now trusted Nykaa’s recommendations. By 2018, Nykaa was the beauty giant of India. But while Nykaa focused on beauty, another player was taking over fashion. --- 𝗠𝘆𝗻𝘁𝗿𝗮 – 𝗢𝘄𝗻𝗶𝗻𝗴 𝘁𝗵𝗲 𝗢𝗻𝗹𝗶𝗻𝗲 𝗙𝗮𝘀𝗵𝗶𝗼𝗻 𝗚𝗮𝗺𝗲 Founded in 2007 (later acquired by Flipkart in 2014), Myntra had one clear goal—to dominate online fashion. But Myntra faced big challenges: Fashion shoppers wanted to try before buying. Sizes were inconsistent across brands. Returns were expensive and complicated. Myntra’s solutions? 30-day hassle-free returns to reduce risk. Exclusive brand partnerships with Nike, Adidas, and global fashion houses. AI-powered size recommendations to improve fit accuracy. By 2019, Myntra ruled online fashion. But beauty and fashion were converging—and Nykaa was preparing to enter Myntra’s space. --- 𝟮𝟬𝟮𝟬 – 𝗧𝗵𝗲 𝗪𝗮𝗿 𝗛𝗲𝗮𝘁𝘀 𝗨𝗽 Nykaa saw massive success in beauty. But what next? Fashion. In 2020, Nykaa launched Nykaa Fashion—its own fashion marketplace. Suddenly, Nykaa and Myntra weren’t just rivals. They were competing head-to-head in both beauty and fashion. Myntra fought back: Strengthening its own beauty section to challenge Nykaa. Investing heavily in influencer marketing and personalization. Both brands were now in each other’s territories. And the battle was on. --- 𝗪𝗵𝗼’𝘀 𝗪𝗶𝗻𝗻𝗶𝗻𝗴 𝗡𝗼𝘄? Nykaa dominates beauty. It remains India’s most trusted makeup and skincare brand. Myntra leads in fashion. It’s still the go-to destination for clothing and accessories. Both are expanding into each other’s turf. The battle for beauty & fashion supremacy is far from over. Who will ultimately own India’s fashion & beauty empire? Nykaa, with its deep trust in beauty? Or Myntra, with its fashion-first dominance? The next phase of India’s online shopping war will decide. --- This was just Day 8. Tomorrow, we uncover Meesho vs. Amazon & Flipkart – The Rise of Social Commerce. Follow Vishu Bheda now—because the battles are only getting bigger.