Flipkart's Fashion Unit Myntra Bets on Artificial Intelligence to Drive Growth

Fashion portal Myntra, part of India's top e-commerce group Flipkart, aims to use smart technology such as artificial intelligence to enhance consumer experience as it looks to drive growth and turn profitable in the next fiscal year. India's e-commerce market is forecast to grow to $188 billion in a decade as more and more of its 1.2 billion people log on to smartphones and PCs in the world's fastest-growing internet services market. Players such as Flipkart and Myntra took a page out of Amazon's playbook to offer cash-burning discounts when they launched in 2007 but are now increasingly tailoring their products and experiences to capture a burgeoning Indian market. Enhancing the consumer experience through technology is key to driving long-term growth, Ambarish Kenghe, Myntra's head of product told Reuters in a telephone interview on Thursday. "This is a little bit like a [cricket] test match - you stay on the pitch and the runs will come," Kenghe said.