As Myntra turned 18th this month, the company is celebrating not just its journey but also the evolution of its people-first culture. From strengthening its Employee Value Proposition (EVP) to fostering wellness, inclusivity, and innovation, Myntra is set to continue redefining work culture while staying true to its startup spirit.

Govindraj MK, CHRO of Myntra, shares insights on the company’s evolving EVP, the role of culture and well-being in talent retention, and how Myntra is shaping the future of work.

Building an inclusive and evolving workplace

At the heart of Myntra’s employee experience is its commitment to inclusion—not just in gender diversity but across all spectrums, including people with disabilities and a multi-generational workforce.

"In the path of inclusion, gender diversity is just one aspect. We have also launched programs for people with disabilities - Udaan, and continue to create an environment where everyone can thrive, irrespective of their background or generation," shares Govind.

Beyond internal initiatives, Myntra has taken its inclusivity efforts a step further by launching She-Commerce for women entrepreneurs, a program designed to empower and inspire women outside the organisation to enter the e-commerce industry.

"As a company with a position of privilege, we believe in using our platform to drive meaningful impact. Our focus on women entrepreneurs is part of our larger mission to inspire and enable women to be a part of this growing industry,” says Govind.

Employee Value Proposition (EVP): The Pillar of Culture

To attract and retain talent, Myntra has codified its EVP to align with its purpose and values. For them, EVP is not just a statement—it’s the foundation that ensures employees experience the company’s purpose every day. “It helps us build a brand that employees take pride in and that potential talent aspires to join. Studies, including those from Gartner, indicate that organisations with a strong EVP consistently outperform their peers. Myntra is no exception,” explains Govind.

At its core, Myntra’s EVP revolves around three key pillars:

• Pave Your Way: Encouraging employees to take ownership, innovate, and drive new ideas.
• Innovate to Lead: Ensuring Myntra remains at the forefront of industry trends, setting benchmarks rather than following them.
• Passion for Fashion: Extending beyond apparel to a culture of creativity and innovation that shapes both employees’ careers and the future of India’s fashion industry.

To make EVP resonate across the organisation, Myntra conducted multiple focus group discussions (FGDs) with its workforce. Employees shared their perspectives, which shaped Myntra’s EVP statement:

According to Govind, Myntra wants to be trendsetters in everything we do—whether it's innovation, work culture, or employee experience. ‘Our EVP is designed to make that ambition a reality," Govind emphasises.

The Startup Spirit: A Workplace Designed for Gen Z

Despite nearing two decades in the industry, Myntra refuses to lose its startup agility. With one-third of its workforce being Gen Z, the company continuously adapts to cater to the needs and aspirations of young professionals.

"We don’t want to ‘grow up’ in a way that makes us rigid. Our goal is to retain the challenger mindset, keep pushing boundaries, and stay as dynamic as an 18-year-old," says Govind.

Reinforcing its focus on holistic well-being, Myntra recently launched a corporate pickleball court—a sport that is rapidly gaining popularity.

"Gen Z prioritizes wellness, and we wanted to create a space where employees can connect, play, and unwind. This court is a first-of-its-kind in Bangalore and reinforces our focus on holistic well-being," shares Govind.

"As we turned 18, we realised that fashion extends beyond apparel. Just as a young adult explores beauty and lifestyle, we expanded into those segments. This aligns with our EVP, ensuring employees are part of an evolving, forward-thinking organisation," he adds.

Culture Over Compensation: The Secret to Talent Retention

While competitive salaries and benefits remain crucial, Myntra believes culture is the ultimate differentiator in retaining talent. “Every company offers compensation and perks. But what truly makes employees stay is culture—how they feel at work, the values the company upholds, and the experiences they gain," explains Govind.

Myntra’s approach to well-being extends beyond standard policies, with four key pillars:

Physical Wellness – Fitness challenges, sports facilities, and active engagement in health-focused activities.

Mental Wellness – Anonymous counseling services, mindfulness workshops, and stress management sessions.

Financial Wellness – Guidance on smart financial planning, savings, and long-term financial security.

Social Wellness – Hobby clubs, community events, and collaborative initiatives to foster a strong sense of belonging.

"Well-being is about balance. At Myntra, we emphasize both hard work and personal wellness, ensuring our employees are supported across all aspects of their lives."

The Future of Work: Innovation, AI, and Continuous Learning

Looking ahead, Myntra is deeply invested in leveraging AI and technology to reshape the future of work.

“Generative AI and agent-driven AI are game changers. These technologies will make work more efficient, drive better decision-making, and help employees focus on higher-value tasks,’ says Govind.

But with technology evolving rapidly, reskilling and upskilling are just as critical. Myntra integrates continuous learning into its culture, ensuring employees stay ahead of industry trends.

"The smartest professionals don’t want to do transactional work. They want to make an impact. By enabling continuous development, we empower them to pave their way, innovate, and lead," he adds.

What’s Next for Myntra’s People Strategy?

Over the next five years, Myntra wants to deepen its culture, embrace technology, and foster a workplace that thrives on innovation and inclusivity.

"The fundamentals won’t change—our focus will always be on building the right culture and work environment. But what excites me most is how AI and new technologies will shape the future. The challenge is not just adapting but leading the way," Govind concludes.