Myntra has recorded over a million registrations for its shopper-led creator initiative, Ultimate Glam Clan (UGC), according to Myntra Chief Executive Nandita Sinha, as the company deepens its focus on content-led commerce to attract Gen Z shoppers.
The program, launched in August last year, allows users to become content creators by showcasing fashion and beauty products on Myntra’s platform.
Launched last August, the Ultimate Glam Clan programme has seen 16 per cent of Myntra’s monthly active users engaging with the content. “The people who engage with social content (including Ultimate Glam Clan) see 28% more conversation,” said Sinha. Myntra logged 75 million users on its platform in June.
The broader creator economy is also booming. According to recent industry estimates, India has around 2.5 million creators, collectively influencing more than $300 billion in annual consumer spending. “This number is supposed to go to $1 trillion in the coming years, which makes us the fastest growing creator economy globally,” Sinha said.
Gen Z is driving the momentum, contributing 64% of the UGC creators, of which 69% hail from non-metro markets.
Myntra will also roll out enhanced creation tools, including in-app video editing, music overlays, and a more seamless content upload experience.
Myntra’s push into content commerce comes as peers in the online retail space experiment with similar models. Flipkart, for instance, recently launched ‘Creator Cities’—production studios in Mumbai, Bengaluru and Gurugram—to support its creator ecosystem.
With Gen Z expected to be the most influential consumer segment over the next few years, content-first commerce is fast becoming the battleground for platforms hoping to capture the next wave of online fashion shoppers.
Myntra’s expansion push
Myntra has also been focusing on verticals beyond fashion, as it is scaling up new categories such as home in the metros. Meanwhile, it is also expanding to reach non-metro cities to tap the tier-two market.
The company has also rolled out a 30-minute delivery service, M-Now, in Delhi-NCR and Mumbai earlier this month after piloting it in Bengaluru last December.
“We are investing in building MNow, and also scaling FWD, which is a destination for GenZ shoppers,” said Sinha.
In FY24, Myntra turned profitable for the first time. The Bengaluru-based company posted a net profit of ₹31 crore on operating revenue of ₹5,122 crore.