Walmart-owned Flipkart closes fashion portal Jabong; redirects users to Myntra

Bengaluru based, Indian e-commerce company Flipkart discontinued Jabong, and the e-commerce portal sending customers to the Myntra website.

Bengaluru based, Indian e-commerce company Flipkart has officially discontinued the e-commerce platform Jabong and the E-commerce marketplace is now redirecting the users to the Myntra so that the company can focus on its premium marketplace Myntra.

Flipkart acquired the fashion e-commerce platform Jabong for $70 million about four years ago. However, the two fashion brands, apparel marketplace under the e-commerce company Flipkart umbrella did not seem like a very viable option.

As part of the move, Jabong’s flagship portal and app are being redirected to Myntra’s website. The founder of Third Eyesight, Devangshu Dutta said that it makes marketing budget efficient and will help Flipkart consolidate operations.