This document summarizes a student project analyzing quality issues and returns at the online clothing retailer Myntra. The students interviewed Myntra employees and analyzed return data from January to February 2014. They found that 6% of monthly returns were due to quality issues like manufacturing defects. To address this, the students developed a quality manual outlining Myntra's inspection and approval processes to help reduce returns and improve product quality.

1. AQM ASSIGNMENT
ON
MYNTRA
FACULTY- MRS. RENJINI G.
PRESENTED BY- SHREETI MISHRA(ROLL NO-26)
SOMYA RAJ( ROLL NO-27)

2. Company chosen- Myntra
Contact person – Mr. Apurv Sinha( trainee
merchandiser)
Ms. Deepshikha(trainee designer)
Area of research- Quality incentives, Focussing on
the causes and the types of returns, how the
returns can be reduced

3. INTRODUCTION
Quality” means customer needs is to be
satisfied
number of factors on which quality
fitness of garment industry is based such
as - performance, reliability, durability,
visual and perceived quality of the
garment

4. TOTAL QUALITY CONTROL
"To ensure that the requisite quality of product is
achieved"
This ensures customer satisfaction, but it leaves
quality control as a necessary but expensive evil
TQM -an organization continuously improves its
ability to deliver high-quality products and services
to customers

5. OBJECTIVES
To maximize the production of goods
within the specified tolerances correctly
the first time
To achieve a satisfactory design of the
fabric or garment in relation to the level
of choice in design, styles, colours,
suitability of components and fitness of
product for the market

6. COMPANY QUALITY POLICY
(MYNTRA)
 The policy of Myntra is to provide a service and
product that gives total satisfaction and shall
meet any relevant statutory, regulatory, legal or
customer requirement and shall consider risks
and the environment
 It is the policy of Myntra to continually improve
Quality Management System in order to provide
high quality, defect free products and services,
delivered on time, meeting the needs and
expectations of the customers

7. COMPANY OBJECTIVE
 Provide 100% on-time delivery.
 Provide superior customer satisfaction & service.
 Regular review of the effectiveness of the
Quality

8. COMPANY OBJECTIVE…
Myntra adopts procedures and disciplines to ensure
that:
 The system is effectively implemented by
undertaking relevant skills training and conducting
appropriate quality awareness training
 Responsibilities for quality are established by
communicating these responsibilities clearly to all
employees;
 The policy and procedures continue to be
appropriate by initiating regular reviews to check its
effectiveness and ongoing relevance

9. COMPANY OBJECTIVE…
 The company regularly review the needs and
expectations of the customers and initiate
continuous improvement activities to meet these
expectations
 The system monitors and measures its processes
for conformity & continually improve process for
better productivity
 The system determines the sequence and
interactions of processes and determines the
criteria and methods needed to ensure the
operation and control of processes

10. TYPES OF RETURNS
1. Before one month
 Sizing issue- too large
 Sizing issue – too small
 Fit problem
 Wrong item shipped
 Product quality issue – material
 Product not as displayed on website

11. TYPES OF RETURNS…
2. After one month
 Product quality issue-manufacturing
defect – customer used
 Product quality issue-manufacturing
defect – customer unused

12. FEW CUSTOMER MAILS

13. RETURNS DUE TO QUALITY
 The research methodology has five phases
 Phase 1: Initiating the project (Preliminary Research)
 Phase 2: Mapping and Measuring
 Phase 3: Developing Quality System
 Phase 4: Implementation of the System
 Phase 5: Control Monitoring and Analysis

14. JAN 14 – FEB 14
RETURN % DUE TO QUALITY
DEC 14-JAN 14

17. REASONS FOR RETURNS
 customer choice
 poor quality of products
 slow delivery or shipping
 fulfilment errors
 product misinterpretation

18. SOLUTION
 To reduce the returns and improve the quality of
the products the defects should be curbed at the
time of manufacturing itself
 The inspection should be done at all the stages
from fabric to garment; hence it is very
important for the vendors to know the whole
process followed

19. THE QUALITY MANUAL
COMPRISES OF
 Quality Importance and Relevance
 Quality Policy
 Factory Approval Process
 Safety Requirement Process
 Process Flow

20.  Basic Requirement
 Color Matching
 Care Labels
 Standard Inspection Procedure
 Manufacturing Defects and its Classification
 General Apparel Guidelines
 Guidelines For Measurement

21. HOW TO REDUCE THE RETURNS
 Encourage customer reviews
"Getting your customers interactively involved in
your Web site benefits everyone involved.“
 Informative displays
Displays need to have consistent information for
one type of product. Informative displays will
also help store personnel communicate the
benefits and features of the products they are
selling

22.  Educate sales personnel
Recognizing sales associates who have completed
a training or certification also goes a long way
 Market-right features
The best way to find out what the customers
want is to ask them. Salespeople will also know
well what customers are asking for that a store
isn't carrying. Paying attention to the responses
and acting on them will help minimize returned
merchandise

23. CONCLUSION
 Analysis of the returns resulted that there was
6% rejection in returns every month due to
Quality issues. These Quality issues and there
%were noted
 A Quality manual was developed covering all the
standard procedures for factory approval, safety,
inspection, color matching etc