What: Myntra emerges as India's leading fashion e-commerce platform, leveraging AI technology and strategic partnerships to serve over 60 million monthly active users while helping international brands navigate the complexities of the Indian market.

Why it is important: As India's e-commerce market continues to evolve, Myntra's success demonstrates how digital platforms can overcome physical retail limitations while effectively connecting international brands with the country's massive, digitally-savvy consumer base. The platform's integration of AI technology and data analytics with traditional retail expertise showcases a new model for fashion e-commerce in emerging markets, particularly in reaching younger, trend-conscious consumers.

Myntra has established itself as a crucial gateway for global fashion brands entering India, with CEO Nandita Sinha emphasising the platform's role in overcoming the market's physical retail infrastructure limitations. The company serves over 60 million monthly active users, including 16 million Gen-Z customers, through a sophisticated combination of AI-powered tools and data analytics. Key innovations include MyFashionGPT for product discovery, AI-powered styling assistance, and size optimisation technology that has reduced return rates. The platform's success with both mass-market and premium brands like H&M, Mango, and Ralph Lauren demonstrates its ability to cater to diverse market segments. With only 12% of fashion purchases currently made online in India, Myntra's strategic position and technological capabilities present significant growth opportunities in this evolving market.

IADS Notes: This development aligns with broader trends in India's retail transformation, where AI and e-commerce are reshaping consumer engagement. Myntra's success with AI-powered personalisation reflects industry-wide shifts in digital retail, while strategic partnerships like the Decathlon collaboration demonstrate the platform's ability to help international brands scale effectively in the Indian market.

Myntra: India’s online fashion gateway