Mango's India Strategy Evolves with Focus on Exclusive Outlets and Quick Commerce

Spanish fashion retailer Mango has seen its India business grow significantly, with Venu Nair, Chief of Strategic Partnerships and Omnichannel at Myntra, saying that offline and online channels now contribute almost equally to the brand's India operations. This balance comes as the company's partnership with Myntra, which began in 2014 through Myntra Jabong India Pvt. Ltd., has deepened. MJIPL, Myntra's wholesale entity, secured master franchise rights for Mango in India in 2017, covering both online and offline presence.

The partnership has been pivotal. Daniel López García, Chief Commercial Officer and Board Member at Mango, described it as "a turning point" for the brand's expansion in India, which it entered in 2001. Mango has been present in India for over two decades and has integrated the market into its global fashion launch cycle, with India among the countries where the Hailey Bieber Summer 2026 collection was launched.

Currently, Mango is sold through 76 points of sale in India, including 42 exclusive brand outlets, some run by franchise partners. This is a reduction from around 110 points of sale in 2024, but Nair says this reflects a deliberate move away from smaller formats. "We have consciously moved away from shop-in-shop formats or stores inside larger retail stores," Nair said, explaining that smaller spaces limited the full product range and brand experience. Instead, the focus is now on larger exclusive outlets and expanding store sizes.

"Our strategy has been to expand through exclusive outlets and not through shop-in-shop formats," Nair stated. He also noted that they plan to expand new categories multi-fold. These include Mango MNG for teens and Mango fragrances, which launched six months ago and currently account for a single-digit percentage of India's business, expected to grow over the next 12-18 months.

Quick Commerce M-Now Drives Repeat Purchases

The rise of quick commerce in India has influenced Mango's model. At the end of 2024, Myntra launched M-Now, a quick-commerce service where customers order products that are collected from nearby physical stores. This service, Nair said, has been a driver of repeat purchases, with seven out of ten customers buying through M-Now being returning clients.

Yet, the line between online and offline has become fuzzier. "The ability for people to be able to shop from the comfort of their home and still get it delivered in a very short time increases the opportunity for the brand to sell and increases the possibility for the customer to be able to choose," Nair said.

This approach is more developed in India than in Europe, per Daniel López García. "The beauty of what Myntra has built is that this is not only targeting the big metropolis in India, but it's targeting the whole country. It's also connecting the stock in the stores for the advantage of the consumer," he said.

Expansion and Store Strategy

Despite the focus on larger stores, finding good retail locations is challenging. "We are finding a scarcity of good real estate across India, so we cannot do as aggressive an expansion as we can do in other parts of the world," García said. Still, new franchise-operated stores are planned in Visakhapatnam and Jaipur.

Mango continues to launch new collections frequently, with a cadence of every three weeks, and these are introduced in India shortly after global launches. The brand's financial health has improved. MJIPL reported operating revenue of ₹6,012.6 crore in 2024-25, up 4.8% from ₹5,736.1 crore, and its net loss narrowed to ₹997.7 crore from ₹1,190.4 crore, according to its latest ministry of corporate affairs filing.

In its physical network, womenswear dominates, making up about 75-80% of stores, but Mango continues to grow its menswear and new categories. Mango's store at Ambience Mall in Gurugram has been expanded to house both woman and man collections, with a similar expansion planned in Delhi.

Mango's positioning in the premium women's western wear segment is strong: It ranks among top three international brands on Myntra, alongside such as H&M, Trendyol, and Vero Moda.

Perspectives

Mango emphasizes India's promise and its partnership with Myntra, which it describes as a turning point. The brand sees value in combining physical and online retail to reach customers across the country, as noted by Daniel López García.

Myntra views the rapid commerce model as a way to increase convenience and boost repea, and its leadership stresses theimportance of focusing on exclusive, larger outlets to enhance customer experience, which has helped balance online and offline sales. Venu Nair has pointed to the potential for new categories to grow multifold in the market.