Myntra’s EORS sees 1.3X surge in new shoppers as smaller cities and D2C brands power growth
ADVERTISEMENT
India’s online fashion market is entering its next phase of growth beyond the metros—and Myntra’s latest sale numbers offer a glimpse into that shift.
The Flipkart-owned fashion marketplace said its 24th edition of the End of Reason Sale (EORS) recorded a 1.3X year-on-year increase in first-time shoppers compared with the June edition last year, with non-metro markets contributing 55% of these new customers. Cities including Jaipur, Lucknow, Patna, Indore, Guwahati, Surat, Nagpur and Bhopal emerged among the strongest contributors, reinforcing the growing appetite for fashion and lifestyle purchases outside India’s largest urban centres.
The numbers also underline the increasing influence of homegrown consumer brands in India’s digital retail ecosystem. Made-in-India direct-to-consumer (D2C) brands under Myntra Rising Stars recorded an average 40% increase in demand over the June edition of EORS last year, indicating how platform-led sales events are becoming important growth channels for emerging labels.
This year’s event featured more than 6 million styles across fashion, beauty, footwear, accessories, home and lifestyle categories. Over 5,000 first-time partner brands participated in the sale, using the platform to expand reach and acquire customers at scale.
D2C brands collectively introduced nearly 13 lakh styles during the event, reflecting a deeper focus on assortment expansion and product discovery. Brands such as VASTRADO, PLIX The Plant Fix, Mamaearth, The Souled Store and Powerlook recorded demand growth of more than 70% over their daily averages, indicating stronger consumer response to niche and digital-native labels during high-intent shopping windows.
Commenting on the performance, Ritesh Mishra, SVP and head of revenue and category at Myntra, said the company was particularly encouraged by the momentum witnessed across non-metro markets and the growth it was able to propel for emerging D2C brands.
What is shaping consumer demand during this year’s sale?
Consumer demand during the sale was driven by seasonal occasions including summer travel, weddings and workwear refreshes. Men’s casual wear led performance during early access and opening-day sales, while eyewear emerged as one of the fastest-growing categories.
Women’s ethnic and western wear, beauty and personal care, kidswear, and travel accessories also recorded strong traction.
Speed-led fulfilment remained another focus area. Myntra’s quick-delivery proposition M-Now saw heightened demand during EORS and is now live across eleven cities, offering access to over one lakh styles with deliveries beginning in as little as 30 minutes. Demand remained strongest in Delhi, Bengaluru and Mumbai, though adoption in emerging cities also gathered pace.
Meanwhile, FWD—Myntra’s Gen Z-focused proposition—recorded strong engagement during the sale with access to over 700,000 styles, highlighting how younger consumers continue to shape discovery and consumption patterns in India’s fashion commerce market.
Together, the latest EORS trends highlight how India’s online fashion growth is increasingly being driven by non-metro consumers, homegrown brands, and faster, experience-led commerce.