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E-Commerce Roundup: Flipkart, FashionAndYou, Avirate & Myntra


Flipkart Open Sourcing Its Technology Platforms

E-commerce major Flipkart has open sourced two of its technology platforms – Phantom and HostDB over the past few months, reports The Economic Times.

Phantom was released in September this year and is a high performance app proxy for accessing distributed services. It offers the capability to support incoming requests through various protocols and transports and deploy localized business logic. The company says Phantom proxies have been used to serve hundreds of millions of API calls in production deployments at Flipkart and more than 1 billion Thread/Semaphore isolated API and service calls are executed on Phantom on a daily basis.

HostDB was released last month and is a tool which helps manage data center inventory and write applications around it.

FashionAndYou Logo

FashionAndYou Adds Wedding Category

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Online fashion e-commerce venture FashionAndYou has added a new wedding category on its website.

Through this, the company claims to offer the best deals and discounts on wedding apparel like sarees, kurtas, maxi dresses, salwar kameez, Indian fusion wear, clutches, jewelry like bangles, wedding churas, gold and diamond rings and pendants, necklaces, earrings and footwear such as sandals and stilettos.

It claims to offer products from brands like Brijraj, Forever new, Gitanjali, American Tourister, Carlton London and others with discounts of up to 80%. The company recently underwent a management change with Prashant Shivankutty appointed as the CTO, Rajesh Kaul appointed as supply chain director, Geetu Ahuja as Marketing Director and others.

Avirate Logo

Avirate Fashion Launches Online Store

Timex Garments’s international high-street fashion brand Aviraté has launched an online fashion store at Aviratefashion.in. The site offers products like dresses, tops, skirts, lingerie, bags, shoes and accessories like scarves, necklaces and bracelets among others.

On the payment front, it offers all the regular payment options like credit and debit cards, net banking, cash cards and cash on delivery. It charges a flat Rs 100 shipping fee for orders below Rs 1000 and free delivery for orders above Rs 1000. It claims to deliver products in 7-10 working days across the country.

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myntraMyntra ties up with Raised on Denim

Online retailer Myntra has signed an exclusive partnership with UK-based apparel manufacturer, Raised on Denim, reports Economic Times. As part of the deal, the UK brand will manufacture its apparel range, Stanley Kane, locally and sell it on Myntra.

Myntra COO Ganesh Subrahmanian said that the chance of people buying products from the site was 30-40% more when it has exclusive brands available. Raised on Denim aims to invest over 10 crore in its first year of operations in India.

Many other brands too sign such exclusive deals in India. Footwear brands New Balance and Supra are available only on Myntra here, while Jabong has an exclusive partnership with Spanish casual clothing brand Desigual. Many offline brands are launching new products first on e-commerce websites; like Lee Cooper, which placed its Originals Frames and Sunglasses range on online marketplace Snapdeal earlier this year.

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