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Myntra To Leverage Kirana Stores For Deliveries
Myntra, the Flipkart owned fashion ecommerce startup, is leveraging neighborhood kirana stores for last minute deliveries. In an attempt to bolster its presence in the Indian market, Myntra has been aggressively scaling its network of kirana stores. The move might help the company reduce the delivery time by 25%.
According to the company the 2,000 kirana stores and other small shops, working under the Mensa Network scheme, are responsible for the delivery of one in every five orders. Chief People Officer and Head of New Initiatives, Manpreet Ratia, speaking about the MENSA scheme said, “We are aiming to do (sic) 70% deliveries through MENSA. We have invested majorly in technology to enable and further, scale MENSA to the next level.” Around 23% of Myntra’s nonsale deliveries are completed by these corner stores. However, the volume of deliveries goes up significantly during sales season, like the Big Billion Days.
Launched in April this year, 40% of the stores that are a part of the Mensa Network are family run grocery stores, while the rest are various service providers such as mobile repair shops, recharge shops and stationery stores, among others. Further, to boost its delivery services, the ecommerce startup also launched ‘Project Mass’ with the aim of assisting its delivery staff to start their own businesses and shops and add to the Mensa Network. These businesses will also be provided with a seed investment of Rs. 40,000 each.
According to Ratia, Project Mass is aimed at helping employees who have had a long association with Myntra and now want to go on the entrepreneurial path. “These people will act as brand ambassadors for MENSA and attract shops in their vicinity to join the network,” he further added. Over 370 delivery associates have opted for Project Mass so far and 250 of these stores have already started operations. Founded by Mukesh Bansal along with Ashutosh Lawania and Vineet Saxena in 2007, the company crossed $ 1 billion in annual Gross Marketing Value in 2016 to become a unicorn company.
Latest News
Peak XV New Funds: $1.3B Commitment for India Startup Surge 2026
Peak XV Partners has launched three new funds totaling $1.3 billion, targeting India’s booming startup ecosystem. The lineup features the $600M Surge fund (8th edition) for early-stage ventures, a $300M Growth Fund for Series B+ scaling, and a $400M Acceleration Fund for rapid portfolio expansion. This commitment arrives as India’s VC inflows rebound, with AI and fintech leading 2026 trends.
These funds build on Peak XV’s legacy of backing unicorns like Zomato and Pine Labs, offering founders capital plus strategic guidance amid post-winter recovery. Early-stage deals surged 20% last year per Tracxn, positioning Peak XV to fuel the next wave of innovation in SaaS, climate tech, and consumer plays.
For startups eyeing Peak XV new funds or Surge fund 2026 applications, this signals prime opportunities. Investors and marketers should watch for deployment updates India remains a global VC hotspot.
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D2C Brand Neeman’s Raises $4 Million for Tier 2/3 Store Expansion & Eco-Friendly Shoes
Hyderabad, January 13, 2026 Neeman’s, India’s leading D2C footwear brand famed for sustainable shoes and patented PIXLL® technology, has raised $4 million from existing investors. This funding boosts its cumulative capital past $10 million since 2015, with a post-money valuation nearing $50 million. CEO Vijay Chahoria emphasized offline retail as the “next frontier,” planning 50+ new stores in Tier 2/3 cities like Jaipur and Lucknow to blend eco-friendly innovation with hands-on customer experiences.
In India’s booming D2C ecosystem where footwear sales hit ₹1.2 lakh crore in 2025 Neeman’s targets hybrid retail amid high online CAC and 25-30% returns. Backed by vegan, machine-washable shoes priced ₹2,000-4,000, the brand leverages PIXLL® (5x more breathable than leather) for carbon-neutral comfort. Recent 5x revenue growth to ₹100 crore ARR, 1M+ pairs sold via Myntra and stores, and awards at India D2C Summit 2025 position it ahead of rivals like Paaduks.
Neeman’s offline expansion India eyes the $15B sustainable footwear market by 2028, fueled by PLI schemes, Gen Z’s 70% eco-preference (Nielsen), and Southeast Asia exports. Challenges like real estate costs are offset by data-driven inventory and omnichannel QR tech. Watch for Q1 2026 launches in Hyderabad and Bengaluru redefining D2C success through authentic, “Wear the Change” branding.
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Centre Mulls Revoking X’s Safe Harbour Over Grok Misuse
The Centre is weighing the option of revoking X’s safe harbour status in India after its AI chatbot Grok was allegedly misused to generate and circulate obscene and sexually explicit content, including material seemingly involving minors. The IT Ministry has already issued a notice to X, directing the platform to remove unlawful content, fix Grok’s safeguards, act against violators, and submit a detailed compliance report within a tight deadline. If the government finds X’s response inadequate, it could argue that the platform has failed to meet due‑diligence standards under Indian law, opening the door to harsher action.
Under Section 79 of the IT Act, safe harbour protects intermediaries like X from being held directly liable for user‑generated content, provided they follow due‑diligence rules and promptly act on legal takedown orders. Revoking this protection would mean X and its officers could be exposed to criminal and civil liability for obscene, unlawful, or harmful content that remains on the platform, including AI‑generated images from Grok. This prospect significantly raises X’s compliance risk in India and could force tighter moderation, stricter AI controls, and more aggressive removal of flagged posts.
The Grok episode also spotlights the regulatory grey zone around generative AI, where tools can create harmful content at scale even without traditional user uploads. Policymakers are increasingly questioning whether AI outputs should still enjoy the same intermediary protections as conventional user posts, especially when they involve women and children. How the government ultimately proceeds against X over Grok misuse could set a precedent for AI accountability, platform responsibility, and safe harbour interpretation in India’s fast‑evolving digital ecosystem.

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