Here are a few reasons why I think the criticism directed at Myntra doesn't hold ground.
1) Fighting a legal battle takes a lot of money, effort, and time
It's an FIR, not a customer complaint or a public criticism. You can't get done by issuing a statement on social media. The matter can drag on for a long time. And there's no guarantee of the outcome favouring the company.
2) The more this issue dragged, the worse it could become
Imagine Myntra choosing to fight the battle. It would have spread the news more. And as with any trending topic, people would choose sides and not everyone will call it "silly", like so many are doing now. Moreover, Myntra couldn't possibly say it in a court of law without risking some serious criticism as a corporate citizen.
And hey, like Karthik Srinivasan explains here, the logo has been made fun of for a long time.
I am sure that at some point on one of their Zoom calls, the Myntra brand team head just gave up and said, "let's just change the damn logo".
Got it. So criticism isn't fair, but why applaud.
Because of the extremely measured response.
Apart from taking a long time to respond, Myntra could also have taken this opportunity to revamp its entire identity. But it didn't. It went for a change immediately, and only to the extent that the "offensive interpretation" was taken care of. And that has multiple benefits.
1) Extremely low cost of change
Given that it is largely an online marketplace, the brand's offline presence would be proportionately small: The corporate office, some offline stores, its stationery, and its packaging. And given its speed of response, it can very well negotiate not to change all this branding overnight. With a new identity, it would have become a larger and costlier exercise.
2) Extremely low scale of change
When you change just the colours of a logo, it had little implications on the B&W and single-colour versions. And most of Myntra's physical presence is in this form. Look at the packaging pics below.
In all these cases, the logo need not be changed at all!
I hope that come appraisal season, the brand team at Myntra puts together the numbers and tells their bosses, "And that's how it's done!"
Disclaimer: I don't work for Myntra. Views are personal.
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