Myntra, a leading retailer of fashion and lifestyle products, has acquired a technology platform provider based in San Francisco called, FITIQUETTE.

The online retailer has not announced the financial details of the deal and it only known that the deal will be partly in cash and party in stock. FITIQUETTE's platform will allow the company to address the issue of size and fit issues for online fashion shoppers. FITIQUETTE has developed a virtual dressing room that allows users to try the cloths on virtual mannequin based on various body types. This allows customers to visualise the dresses by fitting them on the mannequin and lets them try before buying.

"This acquisition will strengthen and expand Myntra's technology platform and drive transformational change in online shopping space in India by providing world-class experience to its customers," Myntra said in a statement today.

Myntra CEO & co-founder Mukesh Bansal said that FITIQUETTE has created a pioneering technology for solving the Fit/Size problem for online shoppers. He also said that the takeover will not only enhance the customer experience at the website but will also boost the technology capability of the company with the additional of new technological talent at FITIQUETTE.