India, May 20 -- Myntra Unpacks Its Global Dreams

Marking its first international foray, the fashion ecommerce marketplace has launched its operations in Singapore. The move is aimed at capitalising on the growing number of Indian diaspora living in the island country.

Why Singapore? Myntra CEO Nandita Sinha believes that with a sizeable number of Indians and a "highly concentrated and relevant audience, Singapore could serve as a good jumping board to kickstart the company's international expansion. With this, Myntra aims to convert 12% to 15% of the 6.5 Lakh Indians residing in Singapore into its customers.

Myntra's Singapore Strategy: At the outset, Myntra will ship the products from India in partnership with a third-party provider....