This study aims to Investigate the development of ‘Marketing Innovation’ defines as the implementation of new ‘Marketing Practices’ involving changes in the design, promotion, distribution or services. The marketers and the marketing practices keepon evolving with the changing time. Every marketer is trying to connect with its customers in all the possible manners. To survive in the market they have to focus on what is desirable to the users and what is possible with technology. Today the organization like Nykaa is one of the first E- commerce beauty platform launch in 2012