BENGALURU: Walmart-owned Flipkart has started nudging users away from Jabongto Myntra, in what could be a precursor to the imminent shuttering of Jabong as an independent brand, sources in the know said.
Flipkart has cut a bulk of its marketing spend on Jabong, and has been giving incentives to users to move from the Jabong app to Myntra on its homepage over the past few months.
“The direction for Jabong has been unclear for more than a year,” said a person directly aware of the matter. “But Jabong, standalone, is not differentiated from Myntra, and running two websites on the front-end makes little strategic sense now,” he said.
Data sourced from SimilarWeb, which tracks web analytics for businesses, indicates that Jabong’s web traffic has steadily declined to 2.5 million in June from 7.5 million in January. Traffic to Myntra during the same period was flat at 30 million.