When we hear the phrase – “Fashion with Caution,” “End of Reason Sale,” or “Be extraordinary every day,” the only brand that comes to our mind is Myntra. If you watch cricket or your favorite series on TV or OTT platforms, the Myntra ads keep popping up consistently.
Myntra stands as the most recognized online fashion retail brand. With the right marketing team behind, Myntra’s revenue increased by 15% in FY 2024.
A Sneak Peek Into History Of Myntra
Myntra was launched in 2007 as a business or B2B marketplace selling personalized gifts. The founders- Mukesh Bansal, Ashutosh Lawania, and Vineet Saxena visioned selling branded clothing. In 2010, Myntra shifted its core business toward selling branded garments online. Then, it partnered with top brands to sell their newest and trendiest collection online.
Today, Myntra hosts over 50000 domestic and international brands on its portal to sell budget-friendly and high-end lifestyle products.
It has evolved into an online fashion hub that delivers to over 27000 locations across India.
In 2017, Myntra collaborated with the Ministry of Textiles and launched an online campaign to promote the handloom sector in India.
One of the biggest e-commerce businesses in India, Flipkart, has been the parent company of Myntra since 2014 when it acquired Myntra for INR 2,000 crore.
Myntra has everything for someone! It offers clothing, accessories, footwear, bags, and much more. The age group it caters to is also diverse. Similarly, it has products for all genders. The diversification of the product portfolio has been one of the key reasons for Myntra’s growth.
By delivering to over 9000 pin codes, Myntra allows customers in tier-1 and tier-2 cities to shop from them. As a result of its expansion, the company has become the leading fashion destination in India.
What’s New With Myntra?
Myntra got caught in a controversy in 2021 over its logo. The Myntra was seen to depict women’s legs. But Myntra was quick to change the logo to dodge any reputational damage. Myntra has over 70 million active users, and in May 2025, Myntra made another great move by launching Myntra Global.
This leap is to introduce Indian fashion to Singapore, aiming to reach around 650,000 Indians living abroad. To start, a variety of labels have been made available, including Aurelia, Global Desi, AND, Libas, The Label Life, House of Pataudi, Chumbak, Anouk, Bombay Dyeing, Nasher Miles and many more. Their revenue for the last financial year, 2024, was Rs 5,122 crore.
Myntra keeps onboarding multiple foreign brands in its portfolio. DKNY and Calvin Kline are a few.
Digital Marketing Strategy of Myntra
Myntra’s marketing strategy is one of a kind. Before moving ahead, here is an STP(Segmentation, targeting, and positioning) analysis of Myntra’s business model.
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Segmentation
This involves splitting the market into small segments based on different characteristics. Myntra majorly targets consumers who support home shopping.
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Targeting
Myntra’s target groups are Gen Z and millennials. It targets middle-class internet buyers searching for the best offers and high-quality goods. Today, it also has India’s top brands, like W.
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Positioning
Myntra is an online retailer building vibrant fashion e-shops across India at reasonable prices.
SEO Strategies Of Myntra
All businesses try to include SEO in their strategy owing to the results it generates. Myntra has followed the bandwagon since 2015, but its results and efforts are noteworthy. According to SEO standards, less than 500 words are considered terrible for content ranking. 1000+ are considered decent, and 10,000+ are considered great for SEO purpose.
Myntra ranks for over 4.4 million organic keywords. Myntra’s monthly traffic is another crucial component of their digital marketing approach, and they have an impressive 287.1M.
Influencer marketing
Data shows that 69% of consumers trust influencer recommendations. Kiara Advani, Ranbir Kapoor, and Farah Khan are some of the names associated with this. Myntra also collaborates with micro-influencers with 10,000–50,000 followers. Myntra’s page shares the Instagram posts of these micro-influencers.
Myntra also has Myntra Studio. Myntra gives influencers access to its extensive library to produce interesting content that links to their commission URLs.
Influencers promote products and get paid when their followers buy them using your links or promo codes. It’s that simple! If you consider yourself a fashion influencer, joining Myntra’s influencer program is worth trying.
Social media marketing
Myntra also has an amazing online presence through social media content. They boast of millions of followers on Instagram alone.
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Reels and stories
Their social media handles reel section is happening. Reels have engaging fashion hacks, product recommendations, and styling tips.
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User-generated content
Myntra features its customers wearing the products. This increases customer loyalty and trust.
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YouTube tutorials
Myntra runs YouTube tutorials featuring influencers or customers who come with fun hacks or fashion tips styled in Myntra products.
Myntra’s Famous Campaigns That helped Its Growth
Myntra has launched several innovative campaigns alongside celebrities, which has helped it solidify its position in the digital market.
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Fashion with Caution
Myntra’s launch of the Fashion with Caution campaign caught much attention. For this campaign, Myntra has roped in national heartthrobs as their brand ambassador, Triptii Dimri, and Ranbir Kapoor. It creatively shows how fashion can cause amusing chaos in the surroundings and how Myntra makes this fashion accessible.
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Be Extraordinary Every Day
This campaign beautifully showcases how fashionable clothing can transform lives. People admired the idea of switching roles, where celebrities became fans. This campaign, combined with strong product offerings, successfully drove sales.
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Spot it, Get it
In its Spot it, Get it ad campaign, Myntra introduced Khushi Kapoor and Vedang Raina, who showed us how easily we can go from spotting the viral fashion trends to getting them. It also showed how Myntra’s photo search feature makes finding viral fashion trends easy.
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Trend IRL
Another of Myntra’s famous campaigns, Trend IRL, features Kiara Advani. This ad campaign celebrates real-life fashionistas and trendsetters who inspire people around them to be more fashionable through Myntra. This campaign solidified Myntra’s position as a trendsetter in real life.
Besides these ad campaigns, Myntra also sparks impulse purchases through its sales. Some of Myntra’s most attention-grabbing sales are:
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EORS
Myntra’s End of Reason Sale (EORS) is a biannual clearance sale offering 50-90% off across all product categories.
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Mynta’s Big Fashion Festival
This event takes place in November, coinciding with the festive season, and is focused on significant discounts on clothing, accessories, beauty products, footwear etc
Besides these, Myntra also offers sales on various occasions, such as Independence Day, Myntra’s birthday blast sale, and Valentine’s Day sale. These sales have proved to be an effective marketing tool for driving short-term sales and attracting new customers.
A Look At Myntra’s Competitors’ Marketing Strategy
No brand, apparel, food, or other product today runs without a sound marketing strategy. Myntra’s main competitors are Ajio, Nykaa Fashion, and Meesho.
Here’s what they do differently from Myntra:
AJIO
A well-known name in the fashion apparel industry, AJIO made a masterstroke move by bringing Varun Dhawan to Linkedin. This was a part of their marketing strategy.
Their commercial feature Shraddha Kapoor in a comical HR interview-style video introducing Dhawan as the brand ambassador. The idea has been able to strike the right chord with us all. The ad cleverly integrated Dhawan’s LinkedIn debut. It demonstrates AJIO’s capacity to use non-conventional platforms for content marketing.
This was a masterstroke move because AJIO defied conventional marketing. By connecting AJIO’s brand with upwardly mobile consumers, LinkedIn’s professional audience offered an unexplored market area for them.
Nykaa Fashion
Nykaa started as a beauty brand. As its success rose, it began Nykaa Fashion, specifically for clothing items. Nykaa uses similar marketing techniques as Myntra. What has paid well for them is email marketing. Nykaa has gained the public’s trust by emailing its clients. Whether it’s informing customers about the best products of the season or giving the date of its special “Pink Friday Sale,” Nykaa has continually communicated with its customers via email.
Meesho
A great move in digital marketing for Meesho’s success was TV commercials. They are very creative with these commercials. The empowerment narrative in the #MyStore MyStory TV ad campaign resonates with the brand’s target demographic. This campaign effectively narrates how to overcome the difficulties of being a housewife and managing several names, giving women a feeling of identity. The idea of the campaign is to discuss the social norms women fulfill for their families, while allowing them to earn money doing whatever they choose. The final sentence of the ad, “Not just a homemaker, a Meesho Entrepreneur,” brings it to a close. This won many hearts and increased brand awareness among Indian consumers.
Key Takeaways From Myntra’s Digital Marketing Strategy
There is a lot to learn from Myntra’s digital marketing strategy. Myntra won millions of hearts because it provided something for everyone. The brand diversity it offers has been another reason for its success. Through the right marketing strategy, it built great customer loyalty.
Myntra was quick to adapt to changes in the marketing world. It has been leveraging digital marketing tools for years now. Beyond impacting India, Myntra is all set to reach an audience in Singapore this year. With a strong team driving it forward and a solid digital marketing strategy in place, achieving this and every other goal is well within reach!
