Myntra to launch India’s first shoppable music video featuring Badshah

Over the years, fashion choices have evolved from wearing whatever your local darzi would put together with parental approval to shopping at your nearest clothing showroom. Then malls entered the scene, attracting customers who could afford the brands available in India at the time. 

Online shopping entered the Indian fashion world in 2007, and India adopted it with slow scepticism. At first, the country shopped using online catalogues on apps, but now the Indian youth has moved on to content instead. 

“Fashion and beauty inspiration often comes from social media,” said Sunder Balasubramanian, CMO of Myntra, at the Myntra Glamstream launch.

Whether it's a friend wearing something new, a celebrity with a new look, or an influencer sharing a new beauty regimen, “this kind of content significantly shapes and reshapes fashion purchasing habits”, which is why Myntra is launching Myntra Glamstream, according to Balasubramanian.

Myntra Glamstream is a lifestyle shopping platform that aims to integrate content and commerce by introducing shoppable videos on the Myntra app. It brings together fashion and beauty inspiration with real-time shopping prompts in celebrity, influencer, and user-generated video content.

Myntra was founded in 2007 as an Indian fashion e-commerce platform. It was acquired by Flipkart in 2014; in turn, Flipkart was later acquired by Walmart in 2018. Myntra Designs Private Limited earned revenue of Rs 5,121.8 crore in FY24, which was a 15% increase from its previous fiscal year. Myntra’s key competitors include Ajio, Amazon, Nykaa Fashion, etc. 

The fashion e-commerce market in India accounts for 18.6% of the total e-commerce market in India. It is expected to reach $26,700 million in 2025, with a CAGR of 13.5% in the next four years, resulting in a projected market volume of $44,376.3 million by 2029.

Myntra offers a diverse range of fashion and lifestyle products, including apparel for men, women, and children; footwear; accessories (such as bags, watches, and jewellery); beauty and personal care products; and selected home and living items.

It also offers 9,700 brands, such as MANGO, H&M, Levi’s, U.S. Polo Assn., Tommy Hilfiger, Louis Philippe, JACK & JONES, Forever 21, Marks & Spencer, MAC, Huda Beauty, and Estee Lauder, among others. With a wide reach, Myntra services over 95% of the pin codes covering the length and breadth of the country.

According to data obtained by Myntra, 70% of shoppers rely on some form of influencer content to make shopping decisions. Additionally, the top 2.5 million influencers in India drive $300+ billion worth of consumer spending with their endorsements, and that's why Myntra has decided to evolve with the market, introducing Myntra Glamstream.

Fashion and beauty dominate e-commerce sales, and Myntra has primarily focused its efforts in this area. It is combining commerce and content, making sure that you can shop on Myntra and discover what you want to shop for on the app itself. 

“Bringing discovery and shopping together on one platform is really what Myntra Glamstream’s magic is all about, and this is not the first time we are doing something like this,” said Balasubramanian.

Back in 2020, the app launched Myntra Studios, a portal featuring static posts from fashion influencers to inspire potential shoppers. 

Later, in 2023, when short-form videos became all the rage in the country with Instagram Reels and YouTube Shorts, Myntra Minis was launched on the app. It was a portal to short-form videos from influencers featuring the best of Myntra fashion.

“Over the last few years, the one key piece, as I said, was the influencer content on our platform,” noted Balasubramanian.

Over 10,000 influencers and their 150,000+ videos have facilitated Myntra’s content-to-commerce journey. Another key part of Myntra’s content-first strategy involves the shoppers themselves.

Given that Gen Z expects fashion inspiration from relatable content, Myntra has entrusted the creation process to its shoppers, launching the Ultimate Glam Clan (UGC) as a new portal on their app in 2024. 

“So we created a programme called the Ultimate Glam Clan where every shopper on Myntra could also be a creator and put up a video or static post, talking about what they've bought,” explained Balasubramanian. 

The UGC also has a special creator page for content creators to analyse their traction and commissions. Since its launch in August 2024, over a million shoppers have signed up for this programme, generating 4.5 billion views in just 10 months. 

Ever since Myntra has channelled its resources towards content, the platform has also seen a significant conversion rate.

According to the CMO, “Any user who interacts with some form of content on the app increases their likelihood of purchasing something by 20%.” Since all of Myntra’s content creation initiatives are incentivised with commissions, it’s a win-win situation for everyone involved.

After making influencers and shoppers a part of the Myntra shopping landscape, the Myntra app is now launching Glamstream with exclusive content from 100+ celebrities. “We have over 15 exclusive pieces of content and over 500 hours of content across 4,000 episodes that are going to be launching on the app very soon,” says Myntra.

Giving us a sneak peek at Glamstream, Balasubramanian revealed that Myntra is launching India’s first shoppable music video with Badshah. The looks that the rapper carries through the whole music video will be shoppable in real-time as you're watching the video on Myntra. 

Similarly, a video of Tabu getting ready for a Filmfare award will inspire shoppers to buy the fashion and make-up in her video. Viewers can expect to see many more musicians and stand-up comedians as well.

Bollywood, OTT and digital celebrities such as Badshah, Vijay Deverakonda, Tabu, Zeenat Aman, Raveena Tandon, Tammanah Bhatia, Khushi Kapoor, Malaika Arora and more are to be featured across bite-sized, binge-worthy premium content.

Along with shoppable videos, Myntra will also be experimenting with vlogs (video blogs).

“Imagine a vlog which talks about when I go travelling: what kind of fashion should I carry? If I go for a live experience, to a wedding or a concert, what should I be looking like? Styling shows tell you what kind of fashion works with what kind of beauty,” Balasubramanian elaborated further.  A podcast or maybe even a fictional show is a possibility with Myntra right now.

Myntra is working with more than 50 top media and production houses to ensure that the viewing experience on Glamstream is curated by experts from social media, OTT, and even Bollywood.

Lakshminarayan Swaminathan, vice president of product management and design at Myntra, explained the making of Glamstream. He said that Myntra Glamstream's tech strategy focuses on “deep personalisation” to enhance user experience by surfacing relevant content based on past interactions.

It will also ensure a seamless, immersive viewing experience akin to social media, supported by top-notch performance. Critically, the platform will integrate shoppability by using similarity algorithms to display described looks or products in real-time, clickable formats.

Amazon and Flipkart have also launched their respective shoppable video IPs called Amazon Live and Flipkart Play. If shoppable videos are indeed the future, it remains to be seen how Myntra’s Glamstream, Amazon’s Live and Flipkart’s Play compete with each other for the top spot.