Bedanta Dutta on data-led growth, Gen Z trends, and building a pan-India seller ecosystem
As India’s fashion ecommerce market evolves rapidly, platforms are playing a pivotal role in shaping how brands scale, compete, and connect with consumers. In this interview with BW Retail World, Bedanta Dutta, Senior Director – Category Management at Myntra, outlines how the company is leveraging consumer insights, technology, and logistics to empower sellers and build a future-ready fashion ecosystem.
Could you begin by outlining Myntra’s evolution and its positioning in India’s fashion ecosystem?
Myntra has been in the business for nearly 19 years and has evolved into one of the leading platforms in the fashion and lifestyle segment. The company caters to a wide spectrum of categories including men, women, and kids, while continuously adapting to changing consumer preferences. With a pan-India presence, servicing nearly 98% of pincodes and engaging over 75 million monthly active users, Myntra acts as a critical bridge between consumers and brands. It brings together legacy players as well as emerging labels, helping them understand demand patterns and tap into evolving fashion trends.
How does Myntra enable sellers to scale across geographies seamlessly?
The platform significantly reduces geographical barriers for sellers. A seller operating out of a single city can access customers across the country, often discovering demand in regions they may not have originally targeted. For instance, sellers based in eastern India may find their strongest markets in southern cities. This cross-regional demand visibility allows businesses to expand beyond local markets and operate at a national scale, supported by Myntra’s logistics and reach.
What trends are you observing in how new-age brands leverage the platform?
A key trend is the increasing reliance on data-driven decision-making. Myntra provides sellers with insights on product selection, emerging trends, and pricing strategies. Sellers who respond quickly to these insights tend to see a higher probability of success. Growth on the platform is largely driven by three core factors: offering the right selection, ensuring visibility through advertising, and delivering products efficiently. Sellers who optimise these aspects are better positioned to scale their businesses.
What will define the next wave of successful digital-first fashion brands in India?
The next wave will be shaped significantly by Gen Z consumers, who already account for about half of Myntra’s user base. Unlike earlier cohorts, their preferences are highly trend-driven and influenced by social media, global events, and regional cultures. Myntra actively tracks these trends through social listening and shares relevant insights with sellers. Brands that can quickly adapt to these dynamic trends and incorporate them into their offerings are likely to scale faster in the coming years.
How does Myntra support brands in improving profitability through tools and insights?
Myntra’s approach focuses on strengthening input metrics rather than chasing outcomes. By guiding sellers on selecting the right products, aligning with trends, setting appropriate price points, and leveraging advertising tools effectively, the platform helps create the conditions for sustainable growth. When these foundational elements are in place, improved performance and profitability tend to follow naturally.
With rising expectations around speed, personalisation, and value, how should brands adapt?
Scaling a brand today requires a shift from intuition-led decisions to data-backed strategies. While a new brand may initially succeed with a limited product range, expanding to a larger portfolio demands deeper insights into consumer behaviour. Myntra provides granular data on aspects such as pricing, styles, colour preferences, and timing of product launches. Sellers who act swiftly and strategically on these insights significantly enhance their chances of long-term success.
What opportunities do online marketplaces offer to regional and niche brands?
Online marketplaces enable regional and niche brands to gain immediate national visibility. A brand rooted in a specific geography can reach customers across India as soon as it launches on the platform. However, this expanded reach also requires operational readiness, particularly in terms of inventory and fulfilment. Myntra supports sellers by offering guidance on maintaining adequate stock levels and ensuring a consistent customer experience, which is crucial for sustaining growth.
What support can new sellers expect when onboarding on Myntra?
For many sellers, adapting to a new digital interface can be a challenge initially. To ease this transition, Myntra offers a structured 60-day hand-holding programme. During this period, sellers are guided through platform functionalities, order management processes, and best practices for leveraging available tools. This incubation phase helps them build confidence and establish a strong operational foundation, enabling smoother growth on the platform.
