Myntra operates as a standalone brand under Flipkart ownership, focusing primarily on "fashion-conscious" consumers. By 2014, when Flipkart acquired Myntra, its portfolio included about 1,50,000 products of over 1000 brands, with a distribution area of around 9000 pincodes in India. The online giant has exlusive sourcing rights for many of the brands on its platform including celebrity brand HRX. In September 2017, Myntra negotiated the rights to manage Esprit Holdings's 15 offline stores in India. Myntra reported a net loss of â‚¹151.20 crore in in the financial year 2017-18.