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The real and the virtual worlds are converging. Online brands are sketching in a physical avatar, bringing form and shape to their hitherto intangible existences.
Flipkart-owned fashion retailer Myntra opened its first Roadster brand store in Bengaluru this year, calling it an experiment from which it will learn and open more stores across the country. Ananth Narayanan, CEO of Myntra, says that while the company is undoubtedly venturing out of its comfort zone, it actually can develop an edge over offline rivals by using the data it has gathered over the years online.
“For most offline stores the problem I
