In an era where digital natives are rewriting the rules of consumer behaviour, Myntra, India’s fashion and beauty e-commerce giant, stands out by adapting to the ever-evolving preferences of the GenZ shopper. With the visionary leadership of Nandita Sinha, Myntra has not just kept pace but has redefined what it means to shop in the digital age. From pioneering social commerce to harnessing cutting-edge AI tools for personalised experiences, Myntra’s strategies serve as a masterclass in blending technology with fashion.
In an exclusive conversation withETRetail’s Pallavi Goel, for the latest issue of ‘Top Shelf’, Nandita Sinha, CEO of Myntra shares insights into how Myntra is navigating the competitive landscape, leveraging tech innovations, and staying ahead by engaging with GenZ’s trend-driven and influencer-centric shopping habits.
Pallavi Goel: What are the key traits of GenZ, and how is Myntra tailoring its strategies to align with their values and shopping behaviours?
Nandita Sinha: GenZ is a growing segment and a significant part of the consumer market. Roughly one in three lifestyle shoppers are GenZ, with 60 million of them shopping across e-lifestyle platforms. This generation is trend-first rather than brand-first, and this trend-first shopping is set to be a $5 billion market by 2028. GenZ shoppers are influential and socially connected, tend to be highly inspired by global trends and are frequent buyers, purchasing around 8–9 times a year compared to 5–6 times for non-GenZ shoppers.
This generation is trend-first rather than brand-firstNandita Sinha
To connect with GenZ, Myntra has adopted several strategies. First, we launched FWD, a unique property tailored to trend-first shopping keeping Gen Z fashion preferences in mind. We also created Myntra Minis and Glam Clan, engaging with content creators and leveraging social commerce. GenZ not only consumes content but creates it, so we introduced these platforms to showcase how they style and wear trends. Additionally, we launched FWD Pass to encourage frequent purchases by offering savings. GenZ is also inspired by relatable influencers who resonate with their lives in addition to traditional celebrities, so we’ve prioritized partnerships with influencers who align with their tastes.
Pallavi Goel: Myntra has been at the forefront of integrating technology into fashion retail. Can you share specific examples of how tools like AR, AI, or personalization engines are transforming customer experiences and setting Myntra apart from competitors?Nandita Sinha: Our mission is to democratize fashion through technology, which has become essential in delivering a seamless and engaging shopping experience.
We’re focused on: inspiration, assistance, and personalizationNandita Sinha
Inspiration: We pioneered social commerce with Myntra Studio, integrating static content into the shopping journey. This feature, along with Myntra Live and Myntra Minis, provides snackable content like styling videos, offering customers ideas on how to wear certain outfits.
Assistance: We introduced My Fashion GPT, which offers personalized style recommendations for specific occasions, making fashion guidance accessible through an AI-driven chatbot. My Stylist suggests products that pair well together, and Maya, our virtual shopping assistant, provides real-time, context-aware help, creating a conversational and interactive shopping experience.
Personalization: Acknowledging that each customer’s needs are unique, our features are designed to offer a personalized experience. Myntra leverages data to provide tailored experiences and recommendations including for size and fit. These recommendations are based on user inputs or past purchases, helping customers make more confident, quicker choices and reducing return rates. For beauty, we have virtual try-ons for makeup products including pioneering multi-product try-ons that simulate how items like lipstick or foundation would look on the user. This tool has significantly boosted conversion rates.
Pallavi Goel: Myntra has recently announced deliveries starting within 30 minutes. Can you tell us more about this and how it aligns with serving the GenZ customer base?
Nandita Sinha: Especially post-pandemic, consumer expectations evolved, where people wanted faster fashion deliveries due to increased shopping occasions like weddings and social gatherings. Launched about two years ago, M-Express, Myntra’s pioneering speed delivery feature, already delivers 45-50 per cent of orders from metros within two days.
The idea behind M-NOW is to address the need for faster, more convenient fashion shopping while getting the best of brands and trends. GenZ, in particular, is drawn to timely and relevant fashion, especially when it comes to aligning with trending events like movie releases or concerts. The M-NOW service brings together convenience, selection, and fun, leveraging our existing technological capabilities for a seamless shopping experience. This service complements our broader aim of ensuring customers can access fashion and beauty quickly from across hundreds of sought-after brands including Vero Moda, Tommy Hilfiger, Levi’s, Armani Exchange, Bewakoof, Rare Rabbit, Forever New, MAC, Huda Beauty, Bobbi Brown, Crocs and more.
Pallavi Goel: The e-commerce market in India has grown exponentially over the years, but it’s also becoming increasingly competitive. How does Myntra differentiate itself in a landscape where every player is vying for a piece of the pie? And how do you account for the slowdown in e-commerce, especially in the last year?
Nandita Sinha: The growing competition in the market is a sign of the e-commerce sector’s appeal, motivating us to stay innovative and customer-focused. Myntra differentiates itself by going deep into understanding customer preferences. Our strategies include:
Trend-first focus: Initiatives like FWD, which help capture the interest of first-time shoppers by providing trend-led fashion.
Global brand partnerships: We continue to expand our roster of international brands, adding names like Abercrombie & Fitch and Hollister, alongside established ones like Mango and H&M.
D2C focus: Myntra supports direct-to-consumer (D2C) brands by helping them reach significant audiences. This festive season, we reached 70 million monthly active users, offering brands the opportunity for robust growth. Our emphasis on technology, customer-centricity, and expanding into new categories such as beauty and fitness apparel has kept us in good stead.
Pallavi Goel: Myntra is a leader in both fashion and e-commerce, but these are industries where trends change almost overnight. Can you share a specific instance where you made a bold or unconventional decision that shaped Myntra’s trajectory? What’s your approach to balancing calculated risk-taking with long-term stability?
Nandita Sinha: My background in companies like Flipkart, Unilever, and Britannia and my own startup has taught me the importance of balancing risk and stability. One bold decision was focussed investment in social commerce. This was unconventional at the time but has since proven successful, making us a leader in the social commerce space.
Taking the decision is important but making it successful is also equally importantNandita Sinha
I have very rarely come across those bolt of lightning moments where you do something once and it works perfectly the first time. The strength and the courage are to keep on building and reaching the winning formula.
Editor’s Note: Fashion, technology, and consumer expectations are moving at breakneck speed, and Myntra’s journey exemplifies how to stay ahead of the curve. In this conversation with Sinha, we uncover the strategies behind Myntra’s commitment to democratising fashion and revolutionising the online shopping experience. As leaders in the industry adapt to meet new consumer demands, Myntra’s continuous investment in technology, trend-first approaches, and agile customer-centric practices reveal lessons that resonate far beyond the fashion and beauty e-commerce space. This interview is a must-read for anyone looking to understand the future of retail and how brands can win over the next generation of shoppers.
