01 July, Mumbai 2025
Leading Indian fashion e-commerce platform, Myntra is tapping into its Gen Z customer base by transforming shoppers into creators. The company recently launched ‘Ultimate Glam Clan,’ a user-generated content (UGC) program designed to integrate user-created fashion and beauty content directly into the Myntra app's search results, product pages, and recommendations. This initiative is touted as India's first shopper-creator program, enabling individuals to monetize their content without requiring a massive follower count.
Currently, approximately 16 per cent of Myntra's monthly active users engage with content, leading to a 28 per cent higher conversion rate among these users. On the creator side, the UGC platform boasts over 1 million registered users, with the active creator base doubling month-over-month. These creators have collectively generated over 1 million posts and garnered 4.5 billion views, with some earning up to $2,400 (Rs 2 lakh) within nine months.
The creator economy's reach is expanding beyond major metropolitan areas, with nearly 67 per cent of Myntra's creators, and 69 per cent of its Gen Z creators, hailing from non-metro cities.
This growth is fueled by the relatability of local language and hyperlocal trends. Despite India's $120 billion fashion and lifestyle market, only 13-14 per cent is currently online, indicating substantial room for digital expansion. Myntra's strategy is to anticipate consumer evolution, building capabilities in content-to-commerce, hyper-personalization, and quick commerce to meet future customer demands. The company is making a significant bet on a future of fashion e-commerce that is young, digital, and content-driven.
However, Myntra's focus on Gen Z extends beyond content creation. The company is significantly investing in MNOW, its quick commerce venture for fashion and beauty products.
Initially piloted in Bengaluru, MNOW has successfully expanded to Delhi and Mumbai, with plans for further national scaling. In the last quarter, MNOW nearly doubled its daily orders, with fashion categories demonstrating particularly rapid growth. Myntra views MNOW as a crucial growth driver, alongside Myntra FWD, a specialized platform tailored for Gen Z fashion that emphasizes quick trend adoption and exclusive curated styles.
