Myntra launches Glamstream, a shoppable content platform to boost commerce

Myntra has launched Glamstream, a shoppable lifestyle content platform that combines entertainment, fashion inspiration and shopping. It aims to integrate content, community and commerce to meet the shopping habits of young consumers in India.

In its first phase, Glamstream will offer over 500 hours of content, including 15 Myntra exclusives and 4,000+ episodes of shared streams. The streams will feature 100+ celebrities such as Badshah, Vijay Deverakonda, Tabu, Zeenat Aman, Raveena Tandon, Tamannaah Bhatia, Khushi Kapoor, Malaika Arora and others from Bollywood, OTT and the digital creator space. The content includes music videos, travel and wedding vlogs, styling and beauty shows, podcasts, fictional shows and more, with integrated product discovery.

Glamstream also features content from Ultimate Glam Clan (UGC), Myntra’s shopper-creator community with over 1 million registered creators and 4.5 billion post views. Launched in August 2024, UGC has become a key part of Myntra’s content commerce strategy. It combines creator and shopper-driven content with celebrity-led storytelling to support fashion and lifestyle discovery.

Glamstream starts with content and integrates shopping within it. Each video includes interactive product trays that let users view and add items to their cart in two steps. The feature is available on the Myntra app through a floating action button on the homepage.

“Fashion discovery today is increasingly driven by social feeds and cultural influence — yet much of that inspiration remains disconnected from the path to purchase. At Myntra, we believe there’s a better way and have consistently innovated to drive inspiration-led fashion discovery. What’s more, today’s consumers, especially Gen Z, also heavily rely on authentic, relatable content — user reviews and real imagery — before making purchase decisions. With Glamstream, we’re reimagining commerce as a content-first experience — seamlessly bringing together authentic inspiration, entertainment, and instant access. As pioneers in this space, we are not just responding to how shopping is evolving — we are helping define its future by continuously exploring the new possibilities.” - said Sunder Balasubramanian, CMO, Myntra.

“Glamstream is transforming how users experience fashion. As a feature deeply embedded in our app, it leverages advanced video infrastructure, intelligent product tagging and real-time rendering to deliver a seamless, immersive shopping journey. Our focus has been to ensure that every tap, swipe and scroll feels intuitive — enabling instant access for every inspiration. This is technology enabling discovery at its most natural and engaging form.”- said Lakshminarayan Swaminathan, vice president, product management and design, Myntra.