Walmart owned Flipkart is all set to dedicate all its focus in ameliorating their premium fashion platform Myntra. However this initiative has led to the redirection of Jabong's flagship portal and app to Myntra's shopping window. This shift is regarded as a positive move that will help Flipkart reinforce operations and keep a tab on its marketing efficiencies. Throwing light on which Devangshu Dutta, founder of Third Eye sight commented, "The way

ecommerce market in India has developed, customers need to be reacquired consciously. Since the level of stickiness is low, it is better to bring consumers to one site than spread money across multiple sites. Given how Walmart's focus as a business is fairly cost and efficiency conscious it makes sense to consolidate operations."

According to data reports from McKinsey's Fashion Scope, the Indian clothing market has the potential to grow up to $59.3 billion in 2022, making it the sixth largest globally, comparable to the United Kingdom and Germany. Perhaps, the online accounts for less than 10 percent of organised apparel retailing with Flipkart that acquired Myntra in 2014 and Jabong two years later controlling about 70 percent of the market.

Web analytics researches done for business also say that app downloads of Jabong in India had been rapidly declining, recording the dropped to be 12.71 per cent in December 2019. Daily active users on Jabong were down by 10.61 per cent in the same period. Where as Myntra app observed 41.18 per cent rise in downloads and daily active user count was up by 31.87 percent.