"We want users on the app, even when they’re not shopping": Harish Narayanan, Myntra-Jabong

E-commerce brands are not being able to deliver most goods. No matter. Myntra is finding other ways to keep its consumers engaged.

To combat the spread of Coronavirus – which is rapidly spreading across the world – India announced a 21-day lockdown. As a result of the lockdown, e-commerce companies suspended delivery of non-essential goods. They've promised resumption of services after April 15. However, Myntra still wants its customers to continue to use, or check out, its app. The company has introduced a host of new app features that have little to do with its main offering - allowing users to remotely shop for clothes, shoes, bags, makeup items, etc.

The new features include home workouts, recipes, and games that aim to ultimately increase the time spent on the app. Harish Narayanan, CMO at Myntra-Jabong, has over a decade of experience as a marketer (of which, five years were spent as head of marketing at YouTube, APAC). At Myntra-Jabong, Narayanan leads a team that monitors the brand’s performance, content, loyalty programs, etc. He spoke with afaqs! about the app's new features, among other things. Edited excerpts: