Myntra Logo

Flipkart-owned online fashion retailer Myntra has shut down its MyPrivilege Loyalty program. The company is, apparently, overhauling its Loyalty program and hence has disabled the service at present. At the time of filing this story, we haven’t yet received a response from Myntra on the future of its loyalty program.

A member of the online shopping community DesiDime had earlier reported that he received a mail from Myntra informing about this development. However, other Myntra users seem to suggest that no such mail was sent to them.

Myntra mail

In response to a user query on its Facebook page, Myntra claimed that their next program will provide benefits and privileges to all customers, and not just the ones who had signed up for the existing program. However, it isn’t clear when the next program will be launched. MyPrivilege subscribers can continue redeeming the existing loyalty points accrued in their accounts for future purchases.

Myntra MyPrivilege

Myntra had first introduced the program in November 2013. It allowed shoppers to earn points for purchases made on the site. There were three membership levels – Silver, Gold and Platinum. Silver members received 6 points for every purchase worth Rs 100, Gold members received 9 points and Platinum members received 12 points (plus free shipping on all orders). Each point equalled to 50 paisa. Silver membership was given to all registered Myntra customers. In order to qualify for Gold and Platinum memberships, users had to shop for Rs 3000-7999 and Rs 8000 or more in 6 months, respectively. Hence, it’s understandable that a number of them are feeling cheated, now that the program has been stopped.

Other developments

-Myntra was acquired by Flipkart in May 2014, and founder Mukesh Bansal joined the Flipkart board.

-In the same month, Myntra revealed that it is increasingly focusing on original fashion brands. The plan was to bring 15-20 such brands on its platform, in the long-term. In June, the company announced plans of starting a fashion incubator. Apparently, the incubator will help these fashion entrepreneurs for six months to a year, and may pick up equity stakes for up to a million dollars in the best performing brands. The company also claimed that about 3-5 brands will be selected annually and get a chance to start retailing on Myntra, Flipkart and other platforms.

-In February 2014, Myntra had raised $50 million from Azim Premji’s Premji Invest and others.

-The company had partnered Google India to host a Google+ Shoppable Hangout in January. The Hangout allowed consumers to watch the chat between designers or retailers and simultaneously browse a curated list of products for online purchase.