Assignment-1 E-Biz Infrastructure

Submitted To :Prof. Ashis K. Pani

Beginning of Myntra was established by Mukesh Bansal, Ashutosh Lawania and Vineet

Saxena in February 2007. Myntra’s headquarter is in Bangalore, with regional offices in New Delhi, Mumbai and Chennai.

It began its operations in the B2B (business to business) segment with the personalization of gifts, which included :-

• T-shirts, • mugs • and caps

In 2010, the company shifted its strategy to becoming a B2C (business to customer) oriented firm, expanding its catalogue to fashion and lifestyle products.

Myntra.com is ranked among the top 10 e-commerce companies in India . In the last 3 years, Myntra has become the most popular destination for personalized products in the country.

Industry/Service • Myntra.com is into the e-commerce (online shopping) business. It is an online

retailer of fashion and lifestyle products in India.

• Products :-

• From 2007 to December 2010, Myntra.com was in the business of online demand personalization. The products ranged from

T-shirts, mugs, greeting cards, calendars, key chains, diaries, coasters and many such products with photographs.

• Myntra pioneered the personalization of sports jerseys and offered sports jerseys of several cricket and football teams such as Team India, IPL & FIFA . These jerseys could be personalized with a name and number of the customer’s choice.

Infrastructure outline• Myntra was initially hosted at Amazon AWS center at Singapore. In 2011 they

moved their entire customer facing applications and servers to Netmagic's

data center facility at Mumbai.• They host about 80 servers – of different configurations. Some servers are still

hosted at their previous facility, where they run their Hadoop jobs, backup services and some back office applications.

• Within the farm of servers that are hosted at Netmagic data center, about one third of them are used as web servers for serving the ecommerce portal.

• Netmagic run a search and a caching server which is used to cache content of the website.

• Netmagic has a few servers that run the back office application, the ERP software.

• Netmagic’s IT infrastructure is on Dell – the servers and they procure them directly through Dell.

Challenges Faced by• The main challenge we saw was network latency, network robustness and

reliability.• Initially when hosting is was done by Amazon AWS center at Singapore that

every user accessing the site from India had to be routed to Singapore that adds quite a bit of latency, and thus adversely affecting users experience.

• The second challenge or factor prompting Myntra to move to an Indian facility was network reliability and robustness. “The network connection is not only slower, had higher down time and not predictable at the older facility.

• Myntra also wanted better control over their infrastructure that was proving to be difficult at the Singapore facility. They had limited control – though there were many configurations available to choose from , they were able not customize it to the degree they wanted.

• The Operating cost was higher & which also affected there capital & P/E ratio.

Addressing the Challenge& Solution

• Myntra took the decision to move their entire infrastructure to India – to Netmagic's data center facility at Mumbai

• About 80 servers at Netmagic data center all managed on an OPEX model by Myntra. Netmagic directly talk to our suppliers & procure the desired infrastructure piece for us. They pay on a monthly basis thus not having to incur capital expenditure.

• Myntra also use a couple of servers for load balancing and on the network side have firewalls to secure the website. Some servers are virtualized and used for development work.

• Developers work on virtual instances for their jobs. And a server runs the caching service. Load balancers, fire walls and partitions across clusters. If one server goes down we can use other. We also take regular snapshots – frequency of every 6 hours – of our database and apps on to a parallel setup so that we can bring it back up there at short notice

• Myntra is also piloting Netmagic's on-demand capability currently which helps us manage traffic during high peaks times.

Investment & Cost Incurred

Elastic Cloud Computing Service

Computing Cost

E-Business Suite Volumes E-Business Suite IOPSE-Business Suite Snapshots Elastic IP'sElastic Load Balancers Data Processed by Elastic

Load balancersSimple Storage Services StoragePut/List Requests Services DB Instances StorageIOPS Cloud WatchEnergy Cost

Monthly Pricing details of Net Magic services used by Myntra.com

Elastic Cloud Computing Service 4642.00Computing Cost 2500.00

E-Business Suite Volumes 800.00

E-Business Suite IOPS 380.00

E-Business Suite Snapshots 550.00

Elastic IP's 12.00

Elastic Load Balancers 300.00

Data Processed by Elastic Load balancers 100.00

Simple Storage Services 2900.00Storage 1450.00

Put/List Requests 10.07

Services 1501.00

DB Instances 900.00

Storage 130.00

IOPS 176.00

Cloud Watch 45.00

Energy Cost 250.00

TOTAL($) 9043.00

51%

32%

17%

Monthly Pricing details of NetMagic services Used by Myntra.com

Elastic Cloud Computing Service Simple Storage Services Services

Group No.23 DetailsNAME SMSID SID

AKSHAY NIGAM 2231342 DB15093

ANIL C DHYANI 2231430 DB15015

PREETI SINGH 2231431 DB15054

SUMANTA BHATTACHARYA 2231455 DB15073