Myntra taps into smart wearables, acquires Witworks

As part of the deal Myntra has inducted the team into its Innovation Labs

As part of the deal Myntra has inducted the team into its Innovation Labs

Myntra, India's leading platform for fashion brands and pioneer in m-commerce play, on Monday announced that it has acquired Witworks, a Bangalore based technology start-up, focussed on producing smart wearable devices and their underlying software. The team from Witworks, which is made up of just around 15 people, will be absorbed by Myntra's Innovation Labs arm.

"According to a statement released by the company, Myntra Chief Technology Officer Jeyandran Venugopal said, "(Smart) wearables is now a Rs 300 crore industry in India and is growing rapidly, with online contributing 60 per cent to the total business.

Witworks Consumer Technologies was founded in 2014 by Somnath Meher, Ankit DP and Chandrashekhar Iyer, alumni of IIT-Kharagpur.

The platform integrates a host of native and third-party services capable of innovative voice and visual interactions, designed specifically for wearable devices. The e-tailer said the acquisition would enable it to develop wearable products for its in-house brands as well as leverage the technology to drive innovation and enhance consumer engagement in the future."This acquisition will enable us to develop and launch cutting-edge wearable products like smart shoes, connected smart watches and interactive and intelligent clothing with biosensors", Jeyandran Venugopal, chief technology officer, Myntra, said in a statement.

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