Myntra, the go-to hub for fashion and lifestyle enthusiasts in India, announced a significant milestone, surpassing 60 million monthly active users during the festive season, as stated on Wednesday, December 13. Fuelled by a growing user base and a variety of offerings for the youth and beauty enthusiasts, Myntra has managed to outpace the market competition.
Backed by a tech-led experience and an extensive collection of 23 lakh styles, Myntra has seen a significant influx of 75 million new app users, it said, with the platform's loyal customer base doubling in the last 18 months.
In response to shifting consumer preferences, Myntra has also introduced FWD, an in-app proposition tailored for Gen Z. The Gen Z fashion category on the Myntra platform has seen a notable 2.25x year-on-year increase in demand, accompanied by a simultaneous growth of 175% in the customer base.
Myntra FWD, which offers an extensive selection of 90,000 styles, is designed with the aim of delivering a personalised experience for young users in search of the most current global fashion trends, the statement highlighted.
Beauty is bountiful
Additionally, the company's beauty segment has surpassed its competitors, showcasing a threefold growth compared to the market. The beauty portfolio, which currently includes over 1,500 brands and 90,000 SKUs, has expanded fourfold over the last three years. Notably, Myntra continues to be the preferred platform for brands seeking to connect with its premium customer base.
The Direct-to-Consumer (D2C) category on the shopping website has observed a notable 70% year-over-year growth in the last quarter. This upswing has played a crucial role in enhancing the performance of partner brands, as some of them have achieved growth rates surpassing 100%.
Myntra's tech-driven approach includes features like Myntra Minis, a short-form video content offering, amassing one million daily views, the company claimed. The company also emphasises the use of AI, including ChatGPT, to improve product discovery, aiming to create a more engaging shopping experience for its digitally inclined users.
