Jabong Acquired

Jabong sold shoes, apparel, accessories, home decor and furniture, with over 1000 brands and over 90,000 products.

The portal sold apparel, footwear, fashion accessories, beauty products, fragrances, home accessories and other fashion and lifestyle products.

Catalog includes apparel, footwear, accessories etc. catering to men, women, and kids.

Jabong published a monthly fashion magazine called The Juice, launched in April 2014, to engage shoppers through content beyond direct transactions.

Jabong created and ran the India Online Fashion Week in 2014, an online event designed to build engagement and community around the platform.

Jabong offered a 15-day return window for customers, shorter than Myntra's and Flipkart's 30-day policies at the time, and was noted by sellers as having comparatively good returns handling.

Jabong operated as an online marketplace with mobile apps for Android, iOS, and Windows platforms.

Jabong ran sustained marketing campaigns including TV commercials from March 2012 and celebrity-fronted digital campaigns, such as the November 2013 "Gear up Buddy" digital fitness campaign with Puma and actor Chitrangada Singh.

Beyond merchandising, Jabong's core operating activities centered on fulfilment (including logistics) and customer care, which the company itself listed among its main operational and cost lines alongside photoshoots, branding and promotions.

A key post-acquisition activity was migrating Myntra's private-label brands onto Jabong to lift Jabong's private-label share of revenue, which lagged far behind Myntra's.

Jabong built in-house technology capability, launching its first tech lab in Bangalore in January 2015 (targeting around 100 tech hires) in addition to an existing R&D centre in Gurgaon focused on platform architecture and personalization.

After being acquired, Jabong gained access to Myntra's private-label brand portfolio as a resource to grow higher-margin sales, starting with Roadster and All About You, with HRX to follow.

Before its 2014 consolidation into Global Fashion Group, Jabong had raised a substantial capital base from investors including Rocket Internet, CDC Group, Kotak Mahindra Bank and Nova Founders Capital, funding its catalog build-out and logistics operations.

In 2014, Jabong joined four other regional fashion e-commerce companies to form Global Fashion Group, backed by Kinnevik, Rocket Internet and Access Industries, which together held a majority stake in the combined entity.

Flipkart's Myntra unit acquired Jabong for $70 million in cash in 2016, becoming its strategic parent and subsequently integrating Myntra's private-label brands and operations into Jabong.

Jabong partnered with cricket equipment maker SG Cricket to present a range of Virender Sehwag-branded cricket bats, an example of its co-branded merchandising partnerships.

UK development finance institution CDC Group invested $27.5 million of equity into Jabong in February 2014, explicitly earmarked to fund supply-chain infrastructure and technology-platform development.

Beyond inventory-led product sales, Jabong earned separate revenue for providing marketplace services to sellers on its platform.

Jabong's (Jade Eservices) consolidated employee benefit expense rose 21.8% from Rs 52.69 Cr in FY18 to Rs 64.22 Cr in FY19, which the company attributed to layoffs and staff transfers to Myntra requiring severance pay.

As part of a cost-cutting drive, Jabong narrowed its advertising and branding expenditure, redirecting spend toward employees and customers instead.

Even as employee costs jumped, Jabong's total consolidated expenses fell as the company cut back other spending categories during its integration into Myntra.