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Myntra acquires Witworks to strengthen smart wearable segment

Press Trust of India  |  New Delhi 

today said it has acquired Bengaluru-based Witworks, as the Flipkart-owned firm looks to launch smart for its in-house brands.

It did not disclose the deal amount.

said in a statement that the acquisition will enable it to "develop for their in-house brands as well as leverage the technology to drive innovation and enhance consumer engagement in the future".

As part of the deal, has inducted the team into its Innovation Labs.

"(Smart) wearables is currently a Rs 300 crore industry in and is growing rapidly, with online contributing 60 per cent to the total business," Myntra said.

"This acquisition will help us to solidify our position in this segment and enable us to develop and launch cutting edge like smart shoes, connected smart watches and interactive/intelligent clothing with biosensors," he said.

was founded in 2014 by Somnath Meher, Ankit DP and Chandrashekhar Iyer. The company launched -- in 2016 -- which operated on their voice-based platform,

The company also has a range of audio and fitness wearable devices, under the same brand.

Witworks has a dedicated product development and marketing team, with capabilities to produce devices in as well as in global production houses.

Myntra has been using technologies like and (AI) to help designers come up with patterns and styles that can boost sales for apparel makers. it has already tested this internally with its two in-house brands Moda Rapido and Here and Now which are powered by AI.

Apart from using machines to come up with new designs, Myntra is also looking at using augmented reality (AR) to enhance connect with consumers.

(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)

First Published: Mon, April 16 2018. 14:55 IST