Myntra Marketing Strategy 2025: Bold Moves That Work

In India’s booming online fashion scene, Myntra stands out with bold, innovative marketing moves that are reshaping e-commerce in 2025. From hyper-personalized experiences  through mobile first strategy to influencer-driven campaigns,Myntra has mastered the art of connecting with its audience. This report explores the uniqueness of Myntra marketing strategy, including its target market, competitive edge, and powerful digital tactics. You’ll get a sharp look at how Myntra blends data, creativity, and customer focus to stay ahead—and what D2C brands can learn from its playbook. Let’s get it!

>> Read more:

• Top 10 Clothing Apps in India 2025
• 18 Best Shopify Apps For Clothing Stores in 2025
• Fashion Nova Marketing Strategy: An In-Depth Analysis

1. Overview of Myntra

Founding, History, and Evolution

Founded in 2007 by Mukesh Bansal, Ashutosh Lawania, and Vineet Saxena, Myntra started out as a platform for personalized gifts. But by 2011, spotting the booming demand for online fashion in India, it pivoted into what it’s now known for—a go-to destination for fashion and lifestyle products.

A major turning point came in 2014, when Flipkart acquired Myntra, giving the brand a tech and logistics boost that helped it scale fast. Myntra didn’t shy away from bold moves—like its mobile-only experiment in 2015 or acquiring rival Jabong in 2016, further cementing its market leadership.

In recent years, Myntra has doubled down on innovation with features like Myntra Studio and Myntra Insider, offering exclusive content and loyalty perks. It’s also made strides in social commerce, AI-powered personalization, sustainability, and private labels, while expanding into the booming beauty segment. With initiatives like M-Express for faster delivery, Myntra continues to shape the future of online fashion retail in India.

Myntra Business Model: A Multifaceted Approach

Myntra runs on a hybrid business model that smartly combines a marketplace approach with an inventory-led system. On one hand, it allows a wide range of third-party sellers and brands to list their products, giving customers plenty of variety. On the other, it directly sources and stocks high-demand items—especially for exclusive collaborations—giving the platform more control over pricing and quality.

One of Myntra’s biggest strengths lies in its private label strategy. Brands like Roadster, HRX, Anouk, and Mast & Harbour are tailor-made for different customer segments, delivering higher margins and playing a major role in revenue growth. To keep up with evolving consumer habits, Myntra is also expanding its omnichannel strategy, working with offline retailers to offer services like in-store pickups and easy product trials.

When it comes to revenue, Myntra’s model is multi-pronged. It earns through commissions from marketplace sellers, direct inventory sales, premium ad placements, delivery fees, and private label sales. The Myntra Fashion Brands (MFB) program further boosts performance by partnering with brands and handling everything from inventory to marketing—helping both sides grow faster and smarter.

Key Milestones and Growth Trajectory

Over the years, Myntra has hit several major milestones that highlight its strong growth and influence in India’s e-commerce space. By 2021, the platform featured over 3,000 brands and 750,000+ styles, offering one of the most diverse fashion assortments online. Fast forward to 2023, and Myntra had around 60 million monthly active users, a testament to its rising popularity and customer loyalty.

Its flagship events like the End of Reason Sale (EORS) and the Big Fashion Festival have become iconic shopping moments, especially popular in Tier 2 and Tier 3 cities. With a logistics network spanning over 19,000 pin codes, Myntra has made fashion accessible across the country.

Spotting new opportunities, the brand has also expanded into beauty and personal care, teaming up with global brands to meet rising demand. And with services like M-Express for faster delivery, Myntra keeps raising the bar for convenience and customer satisfaction.

Table: Myntra’s Key Milestones

2. Decoding the Target Audience of Myntra

Demographic Profile

Myntra’s core audience is made up of fashion-forward individuals aged 18 to 35, with a sharp focus on the 21–34 age group. This includes students, young professionals, and style-conscious homemakers who prefer the convenience of online shopping. While Myntra initially thrived in metro and Tier 1 cities, it’s now rapidly expanding into Tier 2 and Tier 3 markets, where fashion interest and internet access are rising. With products spanning from affordable to premium, Myntra caters to a wide income range—making style accessible to almost everyone.

Psychographic Insights

Myntra shoppers are more than just number-crunching demographics—they’re trend-savvy, digitally fluent, and love staying ahead of the fashion curve. They value convenience, personalized recommendations, and a seamless digital experience. Many are social media natives, following fashion influencers and celebrities for inspiration. There’s also a growing awareness of sustainability, with more shoppers showing interest in ethical fashion and eco-friendly options.

Consumer Behavior Patterns

Myntra’s audience is highly responsive to value-driven promotions, user-friendly navigation, and personalized product suggestions. Features like discounts, exclusive drops, and loyalty programs influence buying behavior, while engaging tools like live streams and influencer content help spark impulse purchases. The platform effectively segments its users into:

• High Spenders – frequent buyers drawn to exclusive and personalized offers
• Moderate Shoppers – occasional buyers with consistent interest
• Price-Sensitive Shoppers – deal hunters driven by discounts and rewards

These behavioral insights allow Myntra to tailor its marketing strategies, boost engagement, and build long-term brand loyalty.

3. Navigating the Competitive Landscape: Myntra’s Competitor Analysis

Identifying Key Players in the Online Fashion Retail Sector

The Indian online fashion market is fiercely competitive, with several big names jostling for attention and market share. Here’s a closer look at Myntra’s key rivals:

• Amazon Fashion India: Backed by global muscle, Amazon combines massive reach with convenience, targeting a broad shopper base.
• Flipkart Fashion: Myntra’s own parent company, Flipkart serves a more price-sensitive audience, creating internal competition.
• AJIO (Reliance Retail): Known for its curated styles and budget-friendly pricing, AJIO is gaining ground fast, especially in the premium and private-label space.
• Meesho: A rising star in social commerce, Meesho appeals to value-driven customers in Tier 2+ cities with ultra-affordable fashion.
• Nykaa Fashion:  Initially a beauty-first brand, Nykaa has skillfully expanded into fashion, carving a niche in premium and occasionwear.

Other players like Tata CLiQ, Snapdeal, Limeroad, Koovs, and even international giants like H&M and Zara add to the heat, offering everything from fast fashion to luxury labels—all online. Notably, social commerce platforms like Meesho pose a unique threat by capturing price-sensitive shoppers in smaller towns, while AJIO and Nykaa Fashion continue to challenge Myntra in the premium space with aggressive pricing, exclusive collections, and high-impact campaigns.

Table: Myntra’s Main Competitors: Strengths and Weaknesses

Myntra’s Competitive Advantages

Myntra stands out as India’s go-to platform for fashion-first online shopping, and here’s why:

• Strong Brand Equity: As one of the most recognized names in fashion e-commerce, Myntra enjoys high trust and top-of-mind recall among shoppers.
• Diverse Product Range: From men’s, women’s, and kids’ wear to home and lifestyle products, Myntra offers something for everyone—making it a true one-stop style destination.
• Exclusive Brand Tie-ups: Collaborations with top international and local fashion brands give Myntra access to exclusive collections not available on other platforms—drawing in trendsetters and fashion lovers.
• Tech-Powered Personalization: With AI-driven recommendations and AR-enabled virtual try-ons, Myntra delivers a tailored shopping experience that feels both futuristic and intuitive.
• Customer-First Services: Fast delivery (thanks to M-Express), hassle-free returns, and responsive customer support are all part of its effort to build strong loyalty and repeat purchases.
• High-Impact Campaigns: Flagship events like EORS and Big Fashion Festival are not just sales—they’re shopping moments that drive buzz, volume, and new user acquisition.
• Content + Commerce: With tools like Myntra Studio and M-Live, the brand blends content, influencer marketing, and real-time shopping—creating a richer, more engaging user journey.

>> Don’t skip:

• AI and Machine Learning in eCommerce
• AR in eCommerce: Use cases and best examples 2025

4. SWOT Analysis: Unpacking Myntra’s Strategic Position

Strengths

Myntra stands out as a top player in India’s online fashion space, especially among urban millennials. Its strong brand recognition and exclusive collaborations with global and local brands keep fashion-savvy shoppers coming back. With a wide range of clothing, footwear, accessories, and beauty products, Myntra caters to diverse style preferences. The platform uses cutting-edge tech like AI-powered recommendations and AR try-ons to make shopping more personal and fun.

Customer-first features like fast delivery (M-Express), easy returns, and responsive support build loyalty. Popular events like the End of Reason Sale (EORS) and Big Fashion Festival draw huge crowds and boost sales. Backed by Flipkart, Myntra also benefits from a strong logistics network and a growing base of young, style-conscious shoppers.

Weaknesses

Despite its strengths, Myntra faces certain weaknesses. Myntra’s growth is largely driven by urban markets, with most of its customers based in metro and Tier 1 cities—leaving room to expand in Tier 2 and Tier 3 areas. Like many in fashion e-commerce, it faces high return rates and logistical costs due to size mismatches and quality concerns.

While Myntra leads in fashion, its limited presence in non-fashion categories makes it less competitive against broader platforms like Amazon. Its heavy reliance on Flipkart for funding and infrastructure can also restrict independence and agility.

Frequent discounts and sales help drive traffic but may eat into profit margins. As an online-only platform, Myntra also risks missing out on customers who prefer in-store experiences or have limited internet access. Lastly, with rising competition and evolving customer expectations, maintaining growth and profitability will be a challenge going forward.

Opportunities

Myntra has several exciting growth avenues to explore. Expanding into Tier 2 and Tier 3 cities—where fashion interest and spending power are rising—can unlock a huge untapped market. Its private label business also holds promise, offering better margins and more control over design and pricing. As sustainability becomes a bigger priority, Myntra can lead the charge by promoting eco-friendly fashion and ethical brands.

Besides, there’s strong potential in the beauty and personal care segment, especially by partnering with global names and expanding product variety. Social commerce and influencer marketing are also powerful tools to engage younger shoppers and boost brand visibility.

Moreover, collaborating with international brands aiming to enter India, tapping into the high-value bridal market, and enhancing AI-driven personalization can all deepen customer loyalty. Lastly, with smartphone usage and internet access rapidly growing across India, Myntra is well-positioned to ride the continued wave of online retail expansion.

Threats

Myntra operates in a fiercely competitive space, facing pressure from giants like Amazon and Flipkart, as well as fast-growing local players like AJIO and Meesho. The rise of direct-to-consumer (D2C) brands also adds to the competition, offering niche products and often more attractive pricing.

Indian consumers are highly price-sensitive and trend-driven, which means Myntra must constantly adapt its pricing and refresh inventory—risking losses from unsold stock. Economic slowdowns can further dampen spending on fashion, a non-essential category.

Data privacy concerns and potential cyber threats are ongoing risks that demand robust security measures. Meanwhile, evolving government regulations around e-commerce, discounts, and data use could impact how Myntra operates. To stay ahead, Myntra must remain agile, secure, and responsive to both regulatory changes and shifting consumer expectations.

5. Analyse Myntra Marketing Strategy: 4Ps Marketing Mix

5.1. Product

Myntra’s product strategy is centered on offering a diverse, trend-driven, and accessible range of fashion and lifestyle products tailored to the Indian market. Key aspects include:

1. Extensive Product Portfolio: Myntra offers over 150,000 products across categories like clothing, footwear, accessories, beauty products, jewelry, and home decor for men, women, and children. Its catalog spans casual, ethnic, formal, and athleisure wear, ensuring broad appeal.
2. Exclusive Brand Collaborations: Myntra partners with over 2,000 international and domestic brands, including H&M, Mango, Levi’s, Nike, and Forever 21. Exclusive launches, such as limited-edition collections with global brands, create a sense of exclusivity and attract fashion-forward customers.
3. Private Labels: Myntra has developed successful in-house brands like Roadster, Anouk, HRX, DressBerry, and Moda Rapido, which account for a significant portion of sales (approximately 30% as of 2023). These brands offer trendy, affordable options, boosting margins and customer loyalty.
4. Specialized Offerings: Myntra caters to niche markets with curated collections, such as:

• Myntra Luxe: A premium segment featuring luxury brands like Tommy Hilfiger and Calvin Klein.
• Bridal Store: A dedicated section for wedding-related ethnic wear, tapping into India’s lucrative wedding market.
• Sustainable Fashion: Eco-friendly lines under brands like Roadster Life Co., aligning with growing consumer demand for sustainability.

5. Personalization and Innovation: Myntra uses AI-driven recommendations to suggest products based on browsing history and preferences. Features like virtual try-ons (e.g., for sunglasses or makeup) and style guides enhance the shopping experience.
6. Quality Assurance: Myntra emphasizes quality checks and easy return policies (30-day returns for most products) to build trust, addressing common online shopping concerns like fit and authenticity.

5.2. Pricing

Myntra employs a competitive and value-based pricing strategy to appeal to a broad audience while ensuring profitability. Key elements include:

1. Competitive Pricing: Myntra benchmarks prices against competitors like Amazon Fashion, Ajio, and Flipkart to remain attractive. It ensures that its pricing aligns with market expectations for both budget and premium products.
2. Tiered Pricing Structure: The platform offers products across price points:

• Budget Segment: In-house brands like Roadster and Moda Rapido target price-sensitive customers with items starting at ₹299.
• Mid-Range: Popular brands like H&M and Levi’s cater to middle-income shoppers.
• Premium/Luxury: High-end brands under Myntra Luxe (e.g., Michael Kors) target affluent customers.

3. Psychological Pricing: Myntra frequently uses prices like ₹999 or ₹1,499 to create a perception of value, encouraging impulse purchases.
4. Dynamic Pricing: During high-demand periods like festive seasons, Myntra adjusts prices to optimize sales while offering flash discounts to drive urgency.
5. Discounts and Sales: Myntra heavily relies on promotional events like the End of Reason Sale (EORS), Big Fashion Festival, and Diwali Dhamaka, offering discounts up to 80%. While this drives volume, it risks eroding profit margins and conditioning customers to expect sales.
6. Value-Added Services: Myntra justifies its pricing with features like:

• Try-and-Buy: Allows customers to try products before purchase, reducing risk.
• Myntra Insider: A loyalty program offering exclusive discounts, early sale access, and free shipping for subscribed members.
• EMI Options: Partnerships with banks provide no-cost EMI for premium products, making them accessible to a wider audience.

7. Regional Pricing Adjustments: Myntra occasionally tailors discounts for Tier II and III cities to penetrate price-sensitive markets, balancing affordability with profitability.

5.3. Place

Myntra’s distribution strategy is exclusively online, leveraging its digital platforms and robust logistics to ensure accessibility and convenience. Key aspects include:

1. E-commerce Platforms: Myntra operates through its website (myntra.com) and mobile app, which are optimized for seamless navigation and quick checkouts. The app, in particular, drives significant sales, with over 60% of transactions originating from mobile devices as of 2023.
2. Nationwide Reach: Myntra delivers to over 9,000 pin codes across India, covering urban, semi-urban, and rural areas. This extensive reach is supported by Flipkart’s logistics arm, Ekart, which ensures efficient last-mile delivery.
3. Mobile-First Strategy: Recognizing India’s growing smartphone penetration, Myntra’s app offers features like:

• Personalized product feeds based on user behavior.
• Push notifications for sales and order updates.
• AR/VR tools for virtual try-ons, enhancing the mobile shopping experience.

4. Logistics Optimization: Myntra invests in localized warehouses and fulfillment centers to reduce delivery times. Its Same-Day/Next-Day Delivery service in metro cities appeals to convenience-driven customers. Plans to further expand warehouse networks aim to cut shipping times by 20% by 2026.
5. Social Commerce Integration: Myntra experiments with shoppable content on platforms like Instagram and YouTube, allowing users to browse and purchase directly from social media posts.
6. Omnichannel Exploration: While primarily online, Myntra has piloted offline initiatives like experience centers in select cities, where customers can try products before ordering online. These centers also serve as return points, enhancing customer trust.
7. Sustainability in Logistics: Myntra is adopting eco-friendly packaging and optimizing delivery routes to reduce its carbon footprint, aligning with its sustainability goals.

5.4. Promotion

Myntra’s promotional strategy combines traditional and digital channels to maximize reach, engagement, and conversions. It emphasizes storytelling, personalization, and urgency to drive sales. Key elements include:

1. Celebrity Endorsements: Myntra collaborates with high-profile ambassadors like Hrithik Roshan (for HRX), Kiara Advani, Ranveer Singh, Ranbir Kapoor and Bhuvan Bam to enhance brand visibility and appeal to diverse demographics. These celebrities feature in TV commercials, social media campaigns, and event promotions.
2. Traditional Media: Myntra invests in:

• Television Ads: Campaigns like #BeUnskippable, dubbed in regional languages (Hindi, Tamil, Telugu, Kannada), showcase its trendy collections and resonate with regional audiences.
• Print Media: Ads in newspapers and fashion magazines during festive seasons.
• Outdoor Advertising: Billboards and hoardings in metro cities promote major sales like EORS.

3. Digital Promotions: Myntra’s digital efforts include:

• Social Media Campaigns: Active on Instagram, Facebook, Twitter, and YouTube, Myntra runs hashtag-driven campaigns like #MyntraxHrx #Fitness and #FashionForward. It uses Reels and Stories to showcase styling tips and new arrivals.
• Influencer Marketing: Partners with macro-influencers (e.g., fashion bloggers) and micro-influencers (e.g., local fashion enthusiasts) to reach niche audiences. The Myntra Fashion Superstar reality show engages aspiring influencers, generating user-generated content.
• Email and SMS Marketing: Sends personalized emails (e.g., abandoned cart reminders, curated product suggestions) and concise SMS (e.g., “EORS ends tonight! Up to 80% off”) to drive conversions.
• Paid Ads: Runs Google Ads, retargeting ads, and social media ads with precise targeting based on user data.

4. Sales and Events: Myntra’s flagship events like EORS, Big Fashion Festival, and Rakhi Store create urgency with limited-time discounts and exclusive launches. These events are heavily promoted across all channels, contributing to over 40% of annual sales.
5. Loyalty Programs: The Myntra Insider program rewards customers with points redeemable for discounts, early sale access, and free shipping. It fosters repeat purchases and strengthens customer retention.
6. Community Building: Myntra engages fashion enthusiasts through online communities, such as Instagram Live styling sessions and WhatsApp groups for exclusive updates. It also sponsors fashion events like Lakmé Fashion Week to align with industry trends.
7. Regional Focus: Myntra tailors promotions for regional festivals (e.g., Diwali, Pongal) with localized ads and curated collections, appealing to India’s cultural diversity.

>> Read more: 7 Best Loyalty Program Apps To Boost Customer Retention 

6. Myntra’s Digital Marketing Dominance

Myntra has established a strong digital presence through a comprehensive digital marketing strategy. 

Social Media Marketing

Myntra maintains a highly active presence on various social media platforms, including Instagram, Facebook, X, and YouTube, engaging with a fashion-forward audience through visually appealing content, influencer collaborations, and interactive campaigns. 

The platform leverages influencers, from nano to macro levels, to promote its products and build brand awareness among Gen Z and other demographics. Campaigns often focus on real-time trends, immersive shopping experiences with video content, and community-driven engagement through initiatives like “Ultimate Glam Clan”.

Search Engine Optimization (SEO)

Myntra employs robust SEO strategies to ensure high visibility on search engines for relevant keywords such as “online fashion shopping” and “latest fashion trends,” driving organic traffic to its website and mobile app. The company optimizes its website content, product titles, and descriptions with relevant keywords to improve search rankings and attract customers actively looking for fashion products. 

Email and SMS Marketing

Myntra utilizes email and SMS marketing extensively to keep customers informed about new arrivals, sales events, and personalized offers based on their preferences and past purchase behavior, fostering customer retention and driving repeat purchases. These channels are used to deliver targeted marketing messages and promotions to specific consumer segments, enhancing engagement and conversion rates. 

Mobile App Marketing

Myntra recognized the potential of mobile early on and launched India’s first fashion mobile app. This strategic move in 2013, when mobile networks had poor connectivity and devices had low RAM, allowed Myntra to cater to a growing segment of users who accessed the internet primarily through their phones. The app was meticulously designed to function even on 2G networks, ensuring a seamless experience for users across varying internet speeds. Today, over 50% of Myntra’s users exclusively shop through the mobile app, highlighting the success of this mobile-first approach.

Myntra continuously invests in technology to enhance its mobile app. Features like virtual try-on, augmented reality (AR) shopping, and AI-powered personalized recommendations significantly improve user engagement and convenience. The app also incorporates social commerce elements through features like Myntra Studio and MLive, where users can engage with influencers and make purchases in real-time during live video streams. This integration of content and commerce directly within the app caters to the evolving preferences of online shoppers, particularly the younger demographic.

Myntra’s mobile marketing strategy has been highly effective in driving sales, improving customer loyalty, and increasing brand awareness. The app boasts a high rating and a massive number of downloads, indicating its popularity and user satisfaction. By optimizing the app for mobile users and continuously innovating with new features, Myntra has successfully tapped into the growing mobile market in India.

>> See more: 9 Mobile Marketing Case Studies You Need to Bookmark

Tips: For D2C businesses on Shopify that want to boost mobile sales and engagement without a significant investment, Simicart is the affordable no-code mobile app builder platform that provides all the essential features to create a professional iOS and Android shopping experience. Unlike complex or costly solutions, Simicart offers a simple drag-and-drop interface and a free plan to effortlessly tap into the power of mobile commerce.

>> Contact us to get a demo

The Role of Influencer Marketing and Social Commerce

Influencer marketing is a cornerstone of Myntra’s digital strategy, with collaborations ranging from celebrities to micro-influencers to promote its products and reach a wider audience. Myntra has also been at the forefront of social and live e-commerce in India, with features like MLive allowing users to buy products in real-time during live video streams hosted by influencers. The company’s “Myntra Fashion Superstar” digital reality show further exemplifies its innovative approach to influencer engagement.

7. Case Studies: Examples of Successful Myntra Marketing Campaigns

Myntra has executed numerous successful marketing campaigns that have significantly contributed to its brand recognition and market leadership.

‘Ab har koi reason chalega’ (End of Reason Sale – EORS)

This biannual sale event is a cornerstone of Myntra marketing strategy, with the primary objective of driving sales and maximizing customer engagement. 

The strategy involves a multi-channel marketing blitz featuring popular Bollywood celebrities and influencers, emphasizing a lighthearted message that any reason to shop the EORS is valid. 

The outcome has been remarkable, with EORS becoming synonymous with Myntra and consistently recording massive order volumes, with over 50% of customers often coming from Tier 2 and 3 cities. In 2023 alone, EORS saw 5.5 million orders placed within 6 days. 

‘#BeUnskippable’

The main objective of this campaign was to reinforce Myntra’s position as the ultimate fashion destination and encourage consumers to express themselves through their clothing choices, urging them to “Style up, Move up”.

The strategy involved launching a brand initiative that positions Myntra as a platform for self-expression through fashion. The campaign was rolled out in multiple regional languages to maximize reach and resonance.

The intended outcome was to increase brand recall and engagement in a highly competitive digital environment where capturing attention quickly is crucial.

‘Be Extraordinary Every Day’

This campaign aimed to promote the idea that fashion has the power to transform everyday life and empower individuals to feel like superstars. 

Myntra’s strategy featured Bollywood icons Ranbir Kapoor, Tamannaah Bhatia, Kiara Advani, and Vijay Deverakonda in a unique role reversal, portraying them as “fans” admiring everyday individuals styled by Myntra. The campaign highlighted Myntra’s extensive product range, efficient 3-day delivery, and hassle-free return policies.

The desired outcome was to make high fashion feel accessible and relatable to everyone, further solidifying Myntra’s image as the go-to fashion destination.

Myntra Fashion Superstar (Digital Reality Show)

The primary objective of this initiative was to discover and promote emerging fashion influencers on the Myntra platform. 

Myntra’s strategy involved launching a digital reality show format on its app, featuring renowned celebrity judges from the fashion industry. This provided a platform for aspiring influencers to showcase their unique style and creativity. 

The outcome was a highly popular program that not only identified new talents but also generated significant buzz and engagement around the Myntra brand, attracting a large viewership and participation.

#TrendIRL Campaign (Myntra x Kiara Advani)

The objective of this campaign was to celebrate real-life trendsetters and establish Myntra as the ultimate destination for the latest fashion styles.

Myntra strategically partnered with Bollywood star Kiara Advani, featuring her in a series of engaging short films. These films showcased Kiara in stunning ethnic and western outfits, inspiring admiration among viewers and subtly linking her fashionable choices to Myntra’s diverse offerings.

The campaign’s outcome successfully reinforced Myntra’s brand ethos of empowering self-expression and style evolution, effectively engaging the key millennial and Gen Z audience segments.

Shoppable Lenses on Snapchat

Myntra’s objective with this campaign was to build strong awareness and consideration for sneakers among the Gen Z audience and seamlessly drive conversions.

The strategy involved leveraging Snapchat’s innovative ad formats, including Video Ads and immersive AR lenses. A key element was the creation of a shoppable sneaker try-on experience within the AR lens, directly linked to Myntra’s product catalog.

The campaign achieved a remarkable outcome, delivering a 4% lift in ad awareness and a 3X return on ad spend (ROAS), demonstrating the effectiveness of engaging Gen Z through immersive and interactive experiences on Snapchat. This success has encouraged Myntra to consider future collaborations with the platform.

8. What D2C brands can learn from Myntra Marketing Strategy?

Analyzing Myntra’s approach, D2C brands can adopt strategies to enhance their marketing efforts, strengthen customer relationships, and drive growth. Here are the key lessons D2C brands can learn from Myntra marketing strategy:

1. Leverage Data for Personalization: Invest in data-driven tools and customer relationship management (CRM) systems to understand your audience better. Personalize marketing campaigns, emails, and product suggestions to increase engagement, boost conversions, and foster customer loyalty.
2. Adopt a Multi-Channel Marketing Approach: Diversify your marketing efforts across multiple channels. Use social media for engagement, email for direct communication, and influencers for authentic promotion. A balanced strategy ensures you connect with customers wherever they are.
3. Focus on a Mobile-First Experience: Prioritize mobile optimization for your website or app. Ensure an intuitive, user-friendly experience with quick checkout options to cater to the growing number of on-the-go shoppers.
4. Build Exclusive Brand Collaborations: Collaborate with complementary brands, designers, or influencers to launch limited-edition products or co-branded collections. These partnerships can expand your reach, build credibility, and generate excitement around your brand.
5. Engage with Community and Influencers: Launch interactive campaigns, contests, or user-generated content initiatives to engage your audience. Partner with micro-influencers who align with your brand for genuine outreach, helping you build a loyal community.
6. Incorporate Sustainability as a Selling Point: Integrate sustainability into your operations—whether through eco-friendly materials, ethical production, or minimal packaging—and highlight these efforts in your marketing. This can differentiate your brand and attract customers who value responsibility.
7. Optimize for Regional Markets: Customize your messaging, products, and promotions to suit local cultures, languages, and preferences. Targeting underserved markets with a localized approach can unlock new growth opportunities.
8. Innovate with Emerging Technologies: Experiment with innovations such as augmented reality for product trials, AI chatbots for customer support, or other cutting-edge tools. Staying ahead of tech trends can set your brand apart and improve customer satisfaction.
9. Balance Discounts with Brand Value: Use discounts strategically (e.g., seasonal sales or loyalty perks) without over-relying on them, which could hurt margins or brand value. Focus on quality, exclusivity, and unique experiences to justify your pricing.
10. Invest in Customer Loyalty Programs: Create a loyalty program offering benefits like discounts, exclusive access, or rewards for referrals. A well-designed program can turn one-time buyers into long-term advocates and strengthen retention.

Overall, Myntra’s marketing strategy has been highly effective in establishing it as a leader in the Indian online fashion retail market. By continuously adapting to changing consumer behaviors, embracing technological advancements, and executing impactful marketing campaigns, Myntra is well-positioned to maintain its dominance and navigate the evolving e-commerce landscape.