actowiz

  Introduction TL;DR: Through the festive sale cycle, Actowiz tracked 25,000+ matched fashion SKUs across Myntra, AJIO, and Nykaa Fashion. Findings: average advertised discount depth was 38%, but effective new-discount depth (vs 30-day pre-sale price) was only 28% — 28% of "sale" items had their reference price raised in the run-up; AJIO led raw discount depth in casualwear, Myntra in brand breadth and coupon stacking, and Nykaa Fashion held premium positioning with the fewest markdowns. The Festive Discount Illusion — Measured India's festive fashion sales (Big Fashion Festival, Big Bold Sale, Pink Love) advertise the year's steepest discounts. But discount % is only meaningful against a real reference price. Continuous price tracking before, during, and after sale events is the only way to separate genuine markdowns from inflated-MRP theatre — and that's exactly what this study quantifies. Methodology ParameterCoveragePlatformsMyntra, AJIO, Nykaa FashionMatched...