Bengaluru, 20 June 2026: Myntra's
End of Reason Sale, now in its 24th edition, recorded 1.3X growth in
first-time shoppers over the June edition last year, with non-metro markets
accounting for 55% of that share. Cities such as Jaipur, Lucknow,
Patna, Indore, Guwahati, Surat, Nagpur, and Bhopal were among the strongest
contributors. Made-in-India D2C brands under Myntra Rising Stars saw an average
40% growth in demand over the June edition of EORS last year. Together,
these numbers reflect EORS's growing role as a structural platform for brand
growth, customer acquisition, and fashion and lifestyle discovery across India.
Featuring 6 million+ styles across fashion, beauty,
footwear, accessories, home, and lifestyle, this edition of EORS saw 5,000
first-time partner brands leverage the platform to expand reach and connect
with consumers at scale. D2C brands participating in EORS added nearly 13
lakh styles across categories, strengthening both the breadth and freshness
of selection available to shoppers. Brands including VASTRADO, PLIX The
Plant Fix, Mamaearth, The Souled Store, and Powerlook recorded an average
of over 70% growth in demand over their daily average, underscoring the
scale of opportunity EORS creates for emerging brands seeking national
visibility.
Ritesh Mishra, SVP, Head of Revenue and Category, Myntra,
said, "EORS has always been a
celebration of fashion, beauty, and lifestyle, bringing together millions of
customers and thousands of brands from across the country. We are particularly
encouraged by the momentum witnessed across non-metro markets and the growth we
were able to propel for emerging D2C brands, many of whom leveraged EORS to
connect with customers at an unprecedented scale. As we continue to strengthen
our technology-led shopping experience, we remain focused on bringing the best
of trends from leading fashion and lifestyle brands to India's digitally savvy
consumers."
Categories That Drove Demand
Customer demand this edition was shaped by seasonal needs
like summer travel, weddings, and workwear. Men's Casual Wear led across Early
Access and Day 1, while Eyewear recorded the highest growth on Day 1. Women's
Ethnic Wear and Women's Western Wear maintained strong traction through the
event, with Beauty and Personal Care and Kidswear recording significant demand
growth. Travel-led categories including trolley bags, backpacks, and travel
accessories also saw increased demand, reflecting a mix of everyday and
occasion-led purchasing.
The edition saw strong engagement across established brands
including GUESS, Levi's, Tommy Hilfiger, Puma, ASICS, The Ordinary, and
L'Oreal, alongside new additions such as Kate Spade, Bardot, Longchamp,
Aston Martin Watches, e.l.f. Beauty, Chloé, Pierre Cardin Bags, STRV, VAHRO,
Sparklepop, Juicy Couture, Saucony, Gully Labs, and Official FIFA Jerseys among
others.
Demand in non-metro markets was led by Women's Ethnic Wear,
Men's Casual Wear, Beauty and Personal Care, and Sports Footwear. Brands that
saw strong traction in these cities include Crocs, Bata, Nike, Lacoste,
Timex, Snitch, Koskii, Libas, H&M, MANGO, CAI, ALDO, Sangria, Mamaearth,
Maybelline, and L'Oreal among others.
M-Now Brings Speed to the Sale
Myntra's hyper-speed delivery proposition M-Now saw a surge
in demand during EORS across fashion, beauty, accessories, and travel-related
categories. Delhi, Bengaluru, and Mumbai were the strongest markets, while
demand from Patna, Jaipur, Lucknow, and Ahmedabad highlighted growing adoption
beyond metros. Live across eleven cities, M-Now gave customers access to 1
lakh+ styles with deliveries starting from 30 minutes. Popular brands among
M-Now shoppers included Levi's, Tommy Hilfiger, adidas, Manyavar, Libas,
Indo Era, Michael Kors, Fossil, Skechers, Maybelline, and Lakmé.
FWD Records Strong Gen Z Demand
FWD, Myntra's Gen Z-focused proposition, saw strong
engagement during EORS, contributing significantly to platform orders. The
proposition featured 700K+ styles from brands including SZN,
Freakins, Bonkers Corner, Glitchez, Anouk Rustic, Lulu and Sky, KPOP, and
Outzider among others.
About Myntra
Myntra is one of India’s leading destinations for fashion,
beauty, and lifestyle, offering a curated collection of popular brands across
categories. With a focus on discovery, personalisation, and convenience, Myntra
serves millions of customers nationwide through its app-first ecosystem. Myntra
has transformed the fashion, beauty, and lifestyle shopping experience in the
country through its pioneering speed-focused initiatives, M-Express and M-Now.
Its industry-leading technology, fashion-forward insights, and creator-led
content make it the preferred platform for Gen-Z and millennial shoppers.
Myntra continues to shape how India discovers and experiences style, with
beauty emerging as one of its fastest-growing segments.