Myntra’s 24th End of Reason Sale will see participation from 5,000 first-time brands, over 100 new launches and expanded hyper-speed delivery across 11 cities
Myntra has announced the 24th edition of its End of Reason Sale (EORS), which will commence on May 29 with early VIP access beginning May 28, as the platform looks to further strengthen its position in India’s growing fashion and lifestyle e-commerce market.
The mega shopping event will feature more than 6 million styles across fashion, beauty and lifestyle categories, while also providing a major growth platform for emerging and direct-to-consumer (D2C) brands.
15,000 Emerging Brands To Participate
According to the company, around 15,000 emerging brands will participate in this edition of EORS, including nearly 5,000 brands making their debut at the event.
These brands are expected to showcase nearly 13 lakh styles across categories such as apparel, footwear, accessories and beauty.
Myntra said its technology infrastructure, creator ecosystem and nationwide reach would help these brands connect with millions of consumers across India.
The platform’s tools include shopping and search insights to help brands understand customer demand and trend patterns, along with performance dashboards and dedicated support teams for partner onboarding and growth.
Fashion, Beauty And Lifestyle Categories Expected To Drive Demand
The company expects strong customer traction across men’s casual wear, women’s ethnic and western wear, workwear, sports footwear, accessories, and beauty and personal care products during the sale period.
Several brands expected to witness strong demand include Levi’s, Nike, Adidas, H&M, MANGO, Puma and ASICS among others.
The beauty segment will feature more than 2.25 lakh styles spanning skincare, makeup, haircare and personal care.
Brands available during the sale will include MAC Cosmetics, Bobbi Brown, L’Oréal, The Ordinary and K-beauty labels such as Beauty of Joseon.
Myntra said AI-powered tools such as Skin Analyser and Virtual Try-On will also be available to enhance personalised beauty shopping experiences.
Over 100 New Brands To Launch
The latest EORS edition will also see the launch of more than 100 new brands across fashion, accessories, beauty and sports categories.
New additions include Kate Spade, Longchamp, Juicy Couture, Saucony and official FIFA jerseys.
Myntra’s Rising Stars initiative, which supports made-in-India D2C brands, will also introduce several new labels including Woomn, RAJAM and House of Doras.
Meanwhile, FWD, Myntra’s Gen Z-focused proposition, will feature over 700,000 trend-led styles from brands such as SZN, Freakins and Bonkers Corner.
Hyper-Speed Delivery Expansion Continues
Myntra said its hyper-speed delivery service M-Now will continue to play a key role during the sale period.
Currently operational across 11 cities including Bengaluru, Mumbai, Delhi NCR, Lucknow and Hyderabad, M-Now is powered by over 90 dark stores and offers access to more than one lakh styles.
The service enables deliveries starting from as little as 30 minutes, catering to consumers seeking last-minute fashion and beauty purchases during wedding, travel and social event seasons.
Myntra Highlights Role In ECommerce Growth
Commenting on the upcoming sale event, Ritesh Mishra, SVP, Head of Revenue & Category, Myntra, said EORS has evolved into one of India’s most anticipated shopping events and continues to serve as an important growth platform for the country’s fashion and lifestyle ecosystem.
He added that the scale of participation from brands, creators and customers reflects the growing strength of India’s digital commerce landscape, with Myntra continuing to support businesses through its technology, logistics and creator ecosystem.
Social Commerce And Creator Ecosystem To Drive Discovery
Myntra also said it would continue leveraging its social commerce ecosystem to drive product discovery and engagement during EORS.
The company currently has more than 6 million shopper creators registered under its Ultimate Glam Clan programme, with over 12 million pieces of content already created within the ecosystem.
Influencers and creators are expected to curate trend-focused looks and seasonal styling inspiration targeted at Gen Z and millennial shoppers as part of Myntra’s interactive shopping strategy.
