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Online fashion retailer Myntra acqui-hires mobile app development platform Native5

Myntra, a fashion
e-tailer acquired by Flipkart for $330 million in May last year, has acquired
Bengaluru-based mobile application development platform Native5. According to a

Myntra, a fashion
e-tailer acquired by Flipkart for $330 million in May last year, has acquired
Bengaluru-based mobile application development platform Native5. According to a
Times of India report, this move compliments the e-tailer’s strategy to shift
entirely to the mobile platform.

Native5, founded
by technology professionals Manish Priyadarshi, Barada Sahu and Shamik Datta in
2011, has developed a cloud platform to create and distribute mobile apps
across smart phones, tablets and desktops.

The Times of
India reports, citing sources, that this deal is an acqui-hire. Myntra has
reportedly acquiring Native5 for its talent, and not so much its product. All
three co-founders will be absorbed into the Flipkart technology team.

Pooja Gupta, VP,
human resource at Myntra, was quoted in the report as saying, “We are always on
the look-out to acquire companies that can add value to our business – however,
we are very particular that the entity/business being considered makes not just
business sense but ties in with our culture and value proposition.”

Native5 was
incubated at Microsoft Accelerator in 2013 and it was a part of the Nasscom
10,000 Startup programme the same year. The venture was one of the finalists of
Qualcomm’s QPrize in 2012. iSpirt, the software products think-tank, is said to
have facilitated the deal.

Previously, in
2012, Myntra acquired Exclusively, which had a private label brand, and in
2013, it acquired Fitiquette that developed an in-store dressing room experience
akin to a virtual fitting room for shoppers to try-on clothes online.

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