Myntra, India's biggest fashion and lifestyle e-commerce firm has incorporated plastic-free packaging for the Big Fashion Festival, which runs from October 3 to 10, an attempt to reduce plastic waste.

In addition to Myntra's own supply chain, the platform's seller partners have also implemented the platform's green packaging guidelines. This achievement is a key result of Myntra's efforts to unify its seller partners and assist them with a transition route to adopting sustainable packaging alternatives.

Myntra has launched environmentally friendly packaging and delivery options. Poly pouches are being replaced with recycled paper bags, bubble wrap is being replaced with carton waste shredded material, plastic adhesive tapes are being replaced with paper tapes, polybags used to attach customer invoices are being replaced with recycled Kraft paper pouches, and RFID-tagged multi-use polyester bags are being used.

As of September 2021, the brand claims that this move has resulted in the diversion of 670 tonnes of plastic. It was made possible by the dedication of numerous in-house teams and their rigorous approach, which included several months of appropriate material and process study, as well as collaboration with a variety of ecosystem players.

Myntra has made every effort to make these solutions affordable and scalable for its seller partners. Several educational webinars and training events were held to assist vendor partners in implementing the new paper packaging method across the country.

To facilitate faster adoption, Myntra enabled its seller portals with the ability for vendors to make direct orders for the bags. To achieve 100% acceptance, each bag was given its own QR code, which was scanned to ban the use of plastic bags instead of paper bags.

Myntra has also guaranteed that all of its fulfillment centers are outfitted with the necessary technology and infrastructure, including machine customization, in order to achieve the overall goal of sustainable packing.

Another important initiative by Myntra and its partners in the development of e-commerce-ready packaging. It's a long-term initiative aimed at eliminating the requirement for a secondary layer of packing in e-commerce shipments and allowing products to be shipped directly in the primary packaging.

Amar Nagaram, CEO of Myntra, said that they place a great focus on sustainable and responsible business practices, and Myntra has been outspoken in its mission to go plastic-free. Moving towards a 100% elimination of single-use plastic is a major step and a significant milestone in the direction of sustainable practices, and packaging provides a visible and concrete indicator of their dedication to developing a sustainable ecosystem. They have taken the initiative in enabling their seller ecosystem to adopt sustainable packaging options with them, producing good environmental effects across the whole supply chain, as a leading player in the fashion, lifestyle, and beauty market in the country.

Myntra has partnered with Canopy, a non-profit environmental organization, earlier this year to ensure that the packaging used does not fuel deforestation by scaling packaging made from recycled and alternative materials.