Myntra ropes in Sunder Balasubramanian from Coupang as CMO

In July this year, Achint Setia, who had served as head of marketing at Myntra, joined Zalora Group (Singapore) as chief revenue and marketing officer.

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  • Storyboard18
 | December 8, 2022 , 4:04 pm
Sunder Balasubramanian, chief marketing officer, Myntra, says, "Social commerce started from what GenZ look for in terms of the kind of influencers that they trust and find authenticity in. What we've seen is the adoption of social commerce strongly over the last few months and quarters itself, over 20 percent of our users interact with our social commerce property. We have done more than 10,000 live shopping sessions. And over time as we build the property, we've seen a 3X increase in traffic for each of the live sessions."
Sunder Balasubramanian, chief marketing officer, Myntra, says, "Social commerce started from what GenZ look for in terms of the kind of influencers that they trust and find authenticity in. What we've seen is the adoption of social commerce strongly over the last few months and quarters itself, over 20 percent of our users interact with our social commerce property. We have done more than 10,000 live shopping sessions. And over time as we build the property, we've seen a 3X increase in traffic for each of the live sessions."

Sunder Balasubramanian joins Flipkart-owned fashion etailer Myntra as chief marketing officer. He was previously Coupang’s head of International marketing.

Balasubramanian said he is looking forward to “diving into the world that integrates tech and fashion, beauty & lifestyle.”

In November 2021, Myntra launched live video streaming and live commerce platform M-Live. It aims to facilitate a real-time engagement between consumers and brands by allowing influencers and experts to host live video sessions of product and styling concepts curated by them, on the Myntra app, enabling viewers to shop instantly. The company said that it aims to churn out close to 1,000 hours of live video content per month for deeper consumer engagement.

It believes social commerce is likely to engage about 50% of its monthly active users in the next 3-4 years.

Balasubramanian has almost two decades of experience across the consumer-tech, FMCG and advertising industries. Over this period, he has built proficiency in driving growth agenda, marketing & brand strategy, P&L delivery, new category development, digital marketing, innovation strategy, and team management & leadership.

In his last role at Coupang he managed the marketing launch of Coupang in Taiwan and Japan. Previously at Disney+ Hotstar, he led the brand marketing, content marketing and acquisitions mandate for the subscriptions business. Balasubramanian was the category head at Colgate Palmolive India, responsible for driving the P&L for the $500 million toothpaste business, and leading brand and equity growth.

CXO Moves

In July this year, Achint Setia, who had served as the CXO and head of marketing and social commerce business at Myntra, joined Zalora Group (Singapore) as chief revenue and marketing officer.

Zalora is one of Asia’s leading online fashion, beauty and lifestyle destinations. A large-scale ecommerce platform, it has established a strong presence throughout the region, particularly in Singapore, Indonesia, Malaysia, Brunei, the Philippines, Hong Kong, and in Taiwan. Zalora partnered with the Flipkart Group-owned Myntra to bring its private labels to India.

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