Flipkart's Myntra goes offline in search of profit

Myntra has opened its first Roadster brand store in Indiranagar locality in Bengaluru

Flipkart-owned online fashion retailer Myntra has joined e-commerce peers such as Zivame, LensKart, Pepperfry and Urban Ladder to open its first offline store, as it looks to increase the visibility of its high margin in-house brands.

Myntra on Thursday opened its first Roadster brand store in the upmarket locality of Indiranagar in Bengaluru. The store will allow customers who've never shopped for Roadster products online and also existing customers get an experience of the brand offline.

"The purpose of this store is to create a Roadster brand experience," said Ananth Narayanan, CEO of Myntra. "Of course it will do sales,