Myntra

Tired of limited fashion choices? 🛍️

With Myntra, you get access to an endless wardrobe for your desired fashion from your favorite brands, all just few clicks away.  With over 20,00,000+ styles across 6000+ brands, Myntra is India's leading fashion and lifestyle destination — delivering trendy clothing, footwear and accessories to customers across the country. Myntra is your all-in-one fashion hub — offering exclusive brands, personalized style recommendations, a seamless shopping experience, and lightning-fast delivery at your doorstep - making fashion more accessible than ever.

Discover your next trendy look - explore Myntra today! 🕶️

Insights from Users

From the user calls of individuals from diverse backgrounds, age groups, and cities across India, I gathered valuable insights into shopping behavior and user expectations in the online fashion space.

• 🛒 Online shopping is the default — Most users preferred online fashion shopping, mainly because of convenience, variety, and ease of use. Most of them browse during their free time or while multitasking, especially on mobile.
• 📱 Most people shop using mobile apps, saying it’s faster, more convenient, and something they use while relaxing or commuting.
• 🔄 Users often browse across multiple platforms (Myntra, Amazon, Flipkart, Ajio) before making a final purchase — comparing styles, prices, and discounts.
• 👕 Younger users (20s to early 30s) shopped more frequently, often looking for trending styles, occasion wear, and influencer-inspired looks.
• 💰 Price sensitivity varied – younger employed users were okay spending on fashion they liked, while others waited for sales or Myntra Insider offers.
• 🛍️ Personalization and deals stood out as value adds — many mentioned features like personalized stylists and loyalty programs which gives access to exclusive deals being super helpful.
• 🔁 Easy returns and fast delivery were cited as key reasons they stick with Myntra over other platforms.

Ideal Customer Profiles

ICP prioritization table

Best ICP for Myntra:

Sandra – The Trend-Savvy Urban Professional
Sandra is a 26-year-old software engineer from Bangalore who shops online monthly to stay on top of fashion trends. She's style-conscious, values convenience, and is willing to pay for quality and exclusivity. Active on platforms like Instagram, Snapchat, and YouTube. She is heavily influenced by digital content and uses fashion as a form of self-expression — both at work and socially. As a frequent mobile user, Sandra often browses fashion apps during her freetime. Sandra is the perfect fit for Myntra’s personalized, trend-forward experience.

Core Value Proposition

Myntra is your ultimate fashion gateway — with over 2 million styles across 6,000+ brands, it brings endless variety, from trusted names like HRX and Roadster to rising stars like Sztori and House of Pataudi, all in one place.

With AI-powered personal styling through “My Stylist”, Myntra makes fashion feel made just for you. Whether it’s festive wear, seasonal trends, or everyday essentials, Myntra has fashion for every moment.

More than just shopping, it’s a full-blown fashion experience — from personalized feeds to creator journeys like Glam Clan, shareable outfits with Shop. Snap. Share. Repeat!, and a seamless app experience that keeps you coming back for more.

Myntra isn’t just where you shop — it’s where your style evolves.

Myntra operates in the highly competitive online fashion and lifestyle segment. The market is primarily driven by the growing aspirations of India’s young working population seeking affordable, trendy, and personalized fashion. With increasing digital penetration, e-commerce is taking a significant share away from traditional retail.

The fashion ecosystem is massive and diverse, including:

• Offline giants: Zudio, Westside, H&M, Zara, Lifestyle
• Online marketplaces: Myntra, Amazon Fashion, Flipkart, Ajio, Nykaa Fashion
• D2C brands & niche players: The Souled Store, Bewakoof, Redwolf
• Social e-commerce & reseller platforms: Meesho, Trell

Few of the external factors that help e-commerce to grow in india

• Digital India & Internet Penetration - Affordable digital devices, Government programs like ONDC (Open Network for Digital Commerce)
• Shift to Online Fashion Post-COVID - For convenience and Safely
• UPI & Easy Payments - Rise in digital wallets made transactions faster and more trustworthy. Also increase in credit card users.
• Creator Economy & Influencer Marketing - With rise in Fashion influencers on Youtube and Instagram, e-commerce platforms like Myntra could easily reach its potential users.
• Aspirational Young Population - India has a young population that seeks trendy, affordable, and diverse fashion — sweet spot for fashion e-commerce platforms.

Competitor Analysis

India's E-commerce market share

Lets look at in-depth competitor analysis-

Size of the market (Top-Down Approach)

Total Addressable Market

Serviceable Address Market

Serviceable Obtainable Market

In India, Myntra estimates to have 22% of the market share in online fashion.

SOM = SAM * % of obtainable market

= 120 billion * 22%

~ 26 billion INR

Market value

Acquisition Channel

​

Top 3 channels for Myntra (Mature Scaling Stage)

👉 Paid ads drive instant visibility,
👉 Content loops create brand stickiness and community,
👉 Product integrations unlock new user bases through strategic partnerships

From insights obtained for ICPs, best way to reach them is via social media and streaming platforms like instagram, youtube and OTT platforms. These are the places where they spend most of the time, and where they consume fashion content such as influencer posts, lifestyle content, short reels, and tutorial videos. Also, these potential users are also influenced by friends and families.

Content Loop

Myntra’s users are mostly young, fashion-conscious folks who spend a lot of time on Instagram, YouTube, and Pinterest. They scroll for style suggestions, follow influencers, and love short, fun fashion videos. They enjoy sharing their looks and joining style challenges online.

• Hook: Style #Hashtag challenges, trendy outfit reels, polls like “Which look are you?” etc.
• Content Creator: Regular users, fashion influencers, and Myntra’s own team.
• Distribution Channel: Instagram, YouTube, Myntra Studio, and even WhatsApp shares.

#Hashtag campaigns

Hook : #Hashtag challenges (eg: #MyMyntraLook, #myntraootd)

Content creator: Users who brought from myntra

Distribution Channel : Instagram stories

User engagement

• Myntra launches a campaign (like #MyMyntraLook)
• Users share their outfits with the hashtag
• Myntra features top posts on their app & social pages
• New users get inspired and join in
• Loop repeats and grows

By encouraging users to join in and be featured, Myntra creates a fun loop of content → sharing → more people discovering Myntra.

Proposed Loop : "Frame It with Myntra"

Hook : The moment a user sees something they like and wants to get a friend’s opinion — they take a screenshot. That urge to share a product quickly is the hook.

Content creator: Screenshot taken by Users, Frame added by myntra

Distribution Channel: WhatsApp, Instagram DMs, iMessage, and other chat apps where users share screenshots.

NB: Pop-up for adding the frame when taking screen is inspired from LinkedIn feature where it give a pop-up to share the profile when taking screenshot in the app.

Value created

• More people see the branded screenshots.
• Friends search for the product, visit Myntra, and possibly purchase.
• Users habitually use the screenshot feature to share more products in the future.
• The saved image in the gallery can be searched using "Myntra" in the Photos app, increasing recall value.

Why This Works?

✅ Low friction: Users naturally take screenshots, so it doesn’t feel like an extra step.
✅ Brand recall: The Myntra frame keeps the brand top-of-mind even when the image is saved in the gallery.
✅ Social commerce: People rely on friends’ opinions before purchasing, making this feature a seamless shopping enhancer.
✅ Viral potential: The more people share screenshots, the more Myntra spreads organically.

CAC and LTV for Myntra

Myntra operates at large scale all over India in e-commerce fashion industry. Comparing with industrial standard, as the product is in mature scaling stage, Costumer acquisition cost for myntra is comparatively in the higher end. Also, Myntra has a strong base of loyal, style-conscious customer who does repeated purchases, LTV is also significantly high.

CAC : 500 INR (300-600 INR is the industry standard)

Average Order Value (AOV) : 1100

Purchase Frequency : 2-3 times per year

Margin: 35%

Retention : 3 years

LTV : AOV*Frequency*Retention = 2890 INR

CAC:LTV ratio : ~1:5.7

This is healthy ratio. Paid ads are worth scaling

Best Channel

Based on our ICP — the technologically adept youth who are fashion-forward and always online — Instagram stands out as the ideal channel for paid advertising. With the help of high visual appealing ads and short trending reels, Instagram is the best way to reach the users (ICPs).

Marketing pitch

"Level up your style game with the trendiest looks on Myntra — fresh seasonal styles for every vibe and occasion."

For Sandra (trending shopper):

“Heading to the office or brunch? Get office chic & weekend slay in one scroll 💅 #OnlyOnMyntra”

For Mathew (comfort-first dad):

“Style + comfort + savings? Find clothes that get you — curated for everyday life.”

Creative Instagram Ads

1. Seasonal trends according to whats trending!

For the cricket loving youth in India, which is a major share of the ICP for Myntra, IPL season trends is the one which can't be missed.

Instagram post caption:

🎨 Rep Your Colors, Rep Your Style!
This IPL season, show off your team spirit — not just in chants, but in fits.
From bold yellows to fierce pinks, Myntra has your match-day drip covered.
💥 6000+ brands | Weekly Drops | Lightning Fast Delivery
#RepYourColors #GameDayFits #IPLLooks #StyleWithMyntra

2. Comfort with style

"From couch to café, Vespa rides to vibe checks — comfort never looked this good. Explore Myntra's loungewear that’s made to move, inside and out."

Target Audience: Gen Z & Millennials

Suggested celebrity: Siddhant Chaturvedi or Rashmika Mandanna (young, stylish, relatable)

🎬 Video Ad Frames – “Style That Moves With You”

1. At Home – Celebrity chilling in cozy loungewear, playing video games.
2. Phone Ping – Gets a “coffee?” text. Glances at outfit.
3. No Change – Heads out confidently in the same outfit.
4. On the Move – Riding a Vespa through the city.
5. At Café – Meets friends, gets compliments.
6. Outro – Myntra logo + CTA: “Shop comfy fits that fit everywhere.”
   

Myntra x cult.fit

Our ICPs (tech-savvy, style-conscious youth) love staying fit and fashionable. Cult.fit users are health-focused, active individuals — exactly the kind of people who’d love athleisure, gym gear, and performance wear from Myntra.​

Myntra team should work with Cult.fit product team for integration by setting up to sync Cult.fit user ID with Myntra offers. Collaborate with the marketing teams to promote both products with theme - energetic, youthful, premium.

User Flow:

1. Cult.fit user finishes a workout.
2. A pop-up or banner appears:
   “Sweat in style! Get 15% off activewear on Myntra – just for Cult.fit members.”
3. User clicks → redirected to Myntra with curated fitness collection.
4. Discount auto-applied at checkout via linked account/email.

Pilot Program

• Roll out for 10,000 active Cult.fit users in Tier 1 cities.
• Measure click-through rate, conversion rate, and AOV (Average Order Value).

​Referral System Overview

Myntra offers a attractive referral program seasonally that rewards users with monetary rewards (Myntra credits or cash-in) or discounts/coupons when they invite friends to the platform. Based on our ICPs and user call insights, we observed clear motivators for both the referrer and the referee:

Referrer Motivators

• Earn money or Myntra credits for future purchases.
• The joy of recommending trendy styles and exclusive offers.
• Sense of social status from helping friends find the right fashion.

Referee Motivators

• A welcome gift for their first purchase.
• Access to trending and exclusive brands and other features.

Referral Flow

Referral discoverability

• After a successful purchase.
• On the order delivery confirmation page. (Only if its not their first order)
• On profile section under “Earn with redeem.”

AHA Moment

The moment users complete a smooth purchase or receive a well-packaged, fast-delivered order is when the product truly shines. This is the best time to nudge users with a referral prompt.

Platform Currency

Myntra currently offers "MynCash" or coupon credits to referrers and referees. Based on user psychology, these reward types work because they tap into:

• Dopamine: Instant gratification of receiving a reward.
• Monetary reward : Referees get credit or discounts that can be used for other purchases

Experience for the Referee

When a referee clicks on the referral link:

1. They are taken to a beautifully designed landing page that highlights the discount.

2. Once signed in, the discount is auto-applied on their first eligible order.

Tracking Referrals

Once a referral is made:

• Referrers can track how many people have joined and how many rewards they’ve earned in the “Earn by Referrals” section in the app.
• The tracking screen shows total earnings, number of invites sent, and pending referrals.

Encouraging Continuous Referrals

To keep users engaged and referring:

- Introduce Tiered Rewards. Eg: Refer 5 friends and unlock a bigger reward.

- Create Limited-Time Campaigns with bonus incentives.

- Use push notifications to update users about successful referrals.

Your style journey starts here — explore Myntra, stay ahead.