Flipkart, the parent of lifestyle e-tailer Myntra, is emerging as the front-runner to acquire rival fashion portal Jabong. Jabong currently commands 25% market share in online fashion retailing, while Myntra holds around 35% market share and the parent Flipkart has around 10% share. If Jabong rolls into its fold, Flipkart and its subsidiaries together will hold around 70% of the online apparel sales.