Myntra's transition towards traditional retail: A need or a strategic move?

To cope up with the ever changing dynamic business environment, every organization needs to reinvent their marketing mix strategies by introducing some innovations and novel strategic changes. These transformations are very important for the organizational growth, survival and expansion. Although, these transitions could be the need of hour or a strategic move towards a brighter future, yet, the firms are bound to transform themselves from time to time. Several ecommerce players including baby care retailer Firstcry, nutrition and fitness products retailer Healthkart and eyewear seller Lenskart are already scaling up their offline presence to let customers experience the product before buying and to reach a larger market. Myntra is planning to be one of them by opening physical stores, Roadster, across India to boost its private labels. The case attempts to examine those factors which prompted Myntra to sail against the tide. In spite of touching such heights in the online world in a short time span of just a decade is Myntra not convinced about the customer satisfaction and thus reverting back to traditional retail. What could be the associated challenges with this move and how could they be tackled by the company in future?