Last week, lifestyle focused e-commerce venture Myntra.com announced that it piloted a delivery system wherein goods purchased by customers in Delhi and Bangalore were delivered within one to two hours of the order being placed. Ganesh Subramanian, Chief Operating Officer of Myntra, told MediaNama that they managed to do this by reducing the waiting period between the order being placed, and it leaving the warehouse, and it was possible for buyers within the 5 kilometer radius around Myntra's warehouses in Delhi and Mumbai. "Most of the lead time is waiting time," he said. Using handheld terminals, and by putting orders on priority, Myntra ensured that the orders left the warehouse within 23 minutes of the order being placed. For this, Myntra bought and deployed 30-40 handheld terminals at the warehouse to reduce the time-lag for the alerts, and ensured that these orders are placed on priority, when it comes to quality checks and packaging. Myntra does 10,000-12,000 orders per day. "The person with the handheld terminal gets an alert, saying this is a priority order. We built a queue management system which is more advanced, in terms of the order flow from the picking to packing and delivery. Earlier, the average time within the warehouse itself was 3-4 hours, and we brought it down to 23 minutes," Subramanian said. "We restricted it to 5 kilometers, and we did this for Myntra logistics, where our control is very good. Even in Banglalore, covering a 5 km distance is not easy, and…
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