Bangalore: Flipkart-owned fashion portal Myntra has appointed Nandita Sinha as its new Chief Executive Officer (CEO) to replace its outgoing Chief Executive Amar NagaramiAccording to the people given information on the matter. This is also the first time a female executive will hold the position in an ecommerce group.

Sinha will join her new role from January 1, 2022
As previously reported by ET, Nagaram is leaving Myntra to start his own venture but he will be with Myntra till the end of December. Sinha’s replacement at Flipkart is yet to be finalised. Nagaram has been with Flipkart for nearly seven years before leaving as the CEO of Myntra in 2019.

Sinha has been with Flipkart since 2013 and was most recently VP for Customer Development, Media and Engagement at the company. She is also actively associated with Flipkart’s flagship Diwali sale event Big Billion Days and is said to be a close associate of the CEO of the Flipkart Group. Kalyan Krishnamurthy,

A Flipkart Group spokesperson did not immediately respond to ET’s query on Friday morning.

This comes at a time when online retail has seen an improvement in sales post the COVID-19 pandemic, which has affected the fashion segment more than others. ET reported in September that the Flipkart group is on track
Clock Annualized Gross Merchandise Value (GMV) $23 billion in 2021 And about $3 billion will come from Myntra.

Sinha approaches Myntra at a time when the fashion retailer is expanding its offerings into segments such as beauty and personal care, as well as experimenting with influencer-led live commerce shopping. ET reported earlier this month that it had
Started testing influencer-led live online shopping On its platform, it has become the first major ecommerce platform in India to experiment with a successful model in China.

Essentially, a group of experts and influencers in the fields of fashion, beauty and personal care conduct live video sessions on the platform and during the session can buy products directly by adding them to the cart. Myntra is expected to announce its foray into live commerce in the coming weeks.