New customer acquisition during Myntra’s 24th edition of its End of Reason Sale (EORS) increased 1.3 times compared with the June 2025 edition, according to data released by the ecommerce platform.
Myntra said 55 per cent of first-time shoppers during the sale came from non-metro markets. The company identified Jaipur, Lucknow, Patna, Indore, Guwahati, Surat, Nagpur and Bhopal as key contributors to new customer additions.
D2C Brands Gain Traction
According to Myntra, direct-to-consumer (D2C) brands participating in the sale added nearly 1.3 million styles across fashion, beauty, footwear, accessories, home and lifestyle categories.
The company said brands under its Myntra Rising Stars programme recorded an average 40 per cent increase in demand compared with the June 2025 edition of EORS. Myntra also said 5,000 partner brands participated in the sale for the first time.
Brands including Vastrado, Plix The Plant Fix, Mamaearth, The Souled Store and Powerlook registered average demand growth of more than 70 per cent over their daily average during the sale period, according to the company.
“EORS has always been a celebration of fashion, beauty, and lifestyle, bringing together millions of customers and thousands of brands from across the country. We are particularly encouraged by the momentum witnessed across non-metro markets and the growth we were able to propel for emerging D2C brands, many of whom leveraged EORS to connect with customers at an unprecedented scale. As we continue to strengthen our technology-led shopping experience, we remain focused on bringing the best of trends from leading fashion and lifestyle brands to India’s digitally savvy consumers,” said Myntra, Senior Vice President and Head of Revenue and Category, Ritesh Mishra.
Category Trends
Men’s casual wear was the highest-demand category during Early Access and Day One of the sale, according to Myntra. The company said eyewear recorded the highest growth on Day One, while women’s ethnic wear, women’s western wear, beauty and personal care products, and kidswear also saw increased demand.
Travel-related categories, including trolley bags, backpacks and travel accessories, recorded higher demand during the sale period, the company said.
M-Now And Gen Z
Myntra said demand for its quick-delivery service, M-Now, increased during the sale across fashion, beauty, accessories and travel categories. Delhi, Bengaluru and Mumbai were the largest markets for the service, while Patna, Jaipur, Lucknow and Ahmedabad also recorded increased demand, according to the company.
The company said M-Now currently offers more than 100,000 styles across 11 cities, with deliveries starting from 30 minutes.
Myntra’s Gen Z-focused proposition, FWD, also recorded higher engagement during the sale, according to the company. The platform featured more than 700,000 styles from brands including SZN, Freakins, Bonkers Corner, Glitchez, Anouk Rustic, Lulu and Sky, KPOP and Outzider.
