Myntra connects with Indian diaspora
India is a key strategic market for global brands while domestic brands are strengthening their propositions, says Nandita Sinha, CEO of Bengaluru-headquartered Myntra, which is going global with Singapore launch on 19 May 2025.
“With the launch of Myntra Global in Singapore, we’re also laying the foundation for our global foray, with a long-term aspiration to serve the Indian diaspora beyond India,” Sinha said.
“The new-age insurgent brands are tailoring their value proposition,” she said, underlining the growing strategic importance of the Indian market https://www.makeinindia.com/home/.
“With the Singapore launch of Myntra Global, the platform is targeting the ~650,000-strong Indian diaspora in the Lion City. Our home website in India was already witnessing notable organic traffic to the tune of ~30,000 users from Singapore,” said Sinha.
This strategic move not only strengthens Myntra’s connection with Indian-origin consumers abroad but also supports the broader vision of taking Indian fashion beyond home turf.
Backed by nearly two decades of experience, robust tech infrastructure, and a customer-first approach, Myntra is leveraging organic international interest and building a seamless cross-border shopping experience with deliveries in 4-7 days.
Since the Singapore launch, Myntra has seen a growing engagement with impressive AOV (average order value) and a promising percentage of returning customers already.
As this ecosystem matures, Myntra remains committed to being a growth enabler, experience innovator, and destination of choice for the next generation of Indian consumers, Sinha went on.
“We want to further reinforce our position as India’s most loved lifestyle destination, making the best of trendy fashion, beauty and lifestyle accessible to 100 million plus customers in the country,” said Sinha who is leading the Indian fashion e-commerce company of Flipkart.
E-fashion in India is still significantly underpenetrated compared to global benchmarks — with less than 15% penetration, presenting a tremendous opportunity, she estimated https://www.commerce.gov.in/.
With over 175 million Indians shopping for lifestyle online, India’s e-lifestyle market is poised to scale from US$16-US$17 billion in 2023 to US$40–US$45 billion in 2028.
The next phase of growth in the e-lifestyle sector is expected to come from non-metros, in addition to underpenetrated metro regions and will be primarily led by rising disposable incomes, premiumisation taking center stage in a bigger way and the growing base of affluent customers, she said.
A key focus area for Myntra is Gen Z, a cohort that engages with fashion differently and demands trendy fashion, a more personalised discovery journey and a seamless shopping experience.
“The aspirational Indian shopper is trading up across beauty, accessories, and occasion-wear and Myntra as one of India’s leading e-lifestyle destinations, is well poised to cater to the aspirational and evolving customer needs,” Press Trust of India quoted Sinha as saying after participating in the NRF 25 Asia Pacific, held June 3-6 in Singapore.
Further, Myntra is redefining fashion shopping by eliminating trade-offs between branded and trend-first e-lifestyle and convenience with its speed proposition across the country with either M-Express which enables under 48-hour delivery in ~150 cities and towns or M-Now deliveries starting 30 minutes.
The NRF 25 had 9,500 trade visitors from over 72 countries, alongside participation from 240 exhibitors and sponsors, and 150 conference speakers. Fiinews.com
