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      "text": "For the size of the country, there are limited high-quality tier-one malls, which are expanding but not enough [compared to the] rate at which consumption is increasing.",
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      "text": "What India-specific challenges and opportunities should brands be aware of as they enter the market? Global fashion brands encounter challenges like limited retail infrastructure, high import duties and operational complexities in India.",
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      "text": "Third, India is many Indias [meaning it's a highly diverse market]. Fourth is brand building. There are brands which have an international legacy, some of that will rub off on India, but you continuously have to build on the brand.",
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      "text": "For the size of the country, there are limited high-quality tier-one malls, which are expanding but not enough [compared to the] rate at which consumption is increasing. The second is supply: the more localised the supply the better it is for value delivery to the customer.",
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      "text": "There are other core vectors where we use AI, like size and fit. That brings down our return rates and there's higher conversion [so it] really is a very hard-working example of how AI is helping business.",
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      "text": "The second piece is assistance. This is where things like MyFashionGPT (which enables users to discover related product options) come into play. Our AI-powered styling assistant My Stylist helps consumers style products they buy. Maya is our AI-driven, conversational, real-time commerce bot assistant. We've seen almost two million users interact with these. This is where we see higher conversions, higher revenue per user and higher return rates of these customers.",
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      "text": "Myntra is experimenting with AI-led product discovery and curation. How is this impacting conversion rates? What are some of the other technological innovations you've trialled? If you look at the two big pillars of fashion experience, the first is inspiration — which is social commerce comes into play. We do it through different formats, like influencer-led content, which is our content discovery piece. That has been a big success for us. We've seen almost six million consumers who interact with Myntra Minis.",
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