Myntra‘s flagship shopping event, End of Reason Sale (EORS), is marking its 24th anniversary with record year-on-year growth and changing the face of digital shopping in India. Merchant visitors increased 1.3X compared to the June edition of last year. This increase in customer engagement reflects the continued growth of the event as a leading product discovery platform for fashion, beauty, and lifestyle products, giving thousands of brands a chance to reach a loyal and receptive audience at an unprecedented scale.
Massive infusion of new customers and growth in demand
Non-metro markets had an outsized influence on the massive numbers of new customers added during this edition, with 55% of new customers coming from non-metro markets. The regions far from the major metros witnessed a pretty dramatic surge in e-commerce adoption, showcasing strong performance from cities like Jaipur, Lucknow, Patna, Indore, Guwahati, Surat, Nagpur, Bhopal, and several others.
The revival signals strong demand from tier-two cities beyond, highlighting Myntra’s strong presence in emerging retail segments and the changing fashion aspirations of digitally inclined consumers across the country. One of the highlights of this edition of EORS was the stellar display of home-grown direct-to-consumer (D2C) businesses under the Myntra Rising Stars initiative.
An average of 40% increase in demand was observed across the Made in India D2C brands, compared to June sales of the same year. It was also a potent driver of product demand for emerging domestic brands such as Vastrado, Plix The Plant Fix, Mamaearth, The Souled Store, and Powerlook, whose sales saw an over 70% boost in their daily order numbers.
With the participating D2C brands together offering almost 13 lakhs of styles from varied categories, the breadth and novelty of the catalogue that was accessible to the customers had never been higher. The shop day comprised more than 6 million styles that ranged from fashion, footwear, beauty, accessories, home, and lifestyle. This distinctive combination allowed 5,000 brand partners to leverage Myntra’s powerful platform infrastructure.
Consumer premiumization trends and hyper-speed delivery
The event was marked by significant seasonal influences in shopping habits, such as increased demand for professional men’s wear, forthcoming weddings, and summer holidays. Men’s Casual Wear and Eyewear led in sales volumes in the Early Access phase, with the top growth rate on Day 1 for Eyewear. High-quality and brand-name international brands gained preference, with consumer engagement significantly higher with such brands as Guess, Levi’s, Tommy Hilfiger, Puma, Asics, The Ordinary and L’Oreal.
Luxury and premium fashion houses were also featured on the platform: Kate Spade, Bardot, Longchamp, Aston Martin Watches, and e.l.f. Beauty, Chloe, Pierre Cardin Bags, Vahro, Sparklepop, Juicy Couture, and Saucony. Purchasing habits showed dominance of certain categories across non-metro markets, with Women’s Ethnic Wear, Men’s Casual Wear, Beauty and Personal Care and Sports Footwear showing the strongest concentration.
During the sale period, Myntra’s hyper-speed delivery proposition, M-Now, saw an explosion in demand, reflected in fashion, beauty, accessories, and travel-centric categories. M-Now is now operating in a total of 11 cities and makes over 1 lakh styles available to consumers within a few short minutes, with delivery times that begin with 30 minutes.
Metropolitan cities such as Delhi, Bengaluru and Mumbai continued to be strong markets for hyper-local delivery, while cities like Patna, Jaipur, Lucknow and Ahmedabad signalled an increasing uptake of ultra-fast commerce beyond mainstream metros. Levi’s, Tommy Hilfiger, Adidas, Manyavar, Libas, Indo Era, Michael Kors, Fossil, Skechers, Maybelline and Lakmeine are some of the popular brands that shoppers choose when they need fast delivery.
FWD, a brand’s dedicated Gen Z proposition, successfully garnered substantial engagement and a strong share of orders in the total platform orders. FWD had a vast range of over 700,000 trend-first styles that really appealed to younger audiences. Trendy youth-specific brands like SZN, Freakins, Bonkers Corner, Glitchez, Anouk Rustic, Lulu and Sky, KPOP, and Outzider proved to be all extremely popular, making a creator-centric platform an absolute favourite for millennial or Gen Z consumers who love embracing designs that are all on trend.
Conclusion
The spectacular performance of the 24th edition of Myntra’s End of Reason Sale is indicative of a structural shift in India’s retail market that looks set to be defined by hyper-distribution and the growth of local digital-first brands. Myntra’s successful registration of a 1.3X growth in new customers, and a 40% surge in demand for Made-in-India D2C brands, is not just about offering a discounted product; it’s about fostering genuine brand equity and consumer discovery.
In an era where convenience travel has become a standard feature of hyper-speed logistics, such as M-Now, and non-metro regions are steadily displacing metros as the primary driver of digital consumption, Myntra’s technology-driven ecosystem has a relevant and unique stake in defining the future of the multi-billion-dollar fashion, beauty and lifestyle economies of India.
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