Myntra’s International Brands portfolio’s growth has surged nearly 50 per cent in the March quarter year-on-year on the back of addition of new brands and evolving aspirations from consumers not just in metros but also tier-2 and 3 markets. The company added as many as 40 new international brands to its portfolio in the March quarter across fashion and beauty.
Venu Nair, Chief of Strategic Partnerships & Omnichannel, Myntra told , “Myntra is now the preferred partner for global fashion and beauty brands entering India, emphasising the strong growth momentum of international brands portfolio of brands we have in just Q1 of this year. Overall, the international brands portfolio is growing at more than double the pace at which the industry is growing. In the March quarter year-on-year growth was 50 per cent over Q1 CY2025.”
Some of the recent additions include Charles & Keith footwear line, & honey, LUSH, Tree Hut, E.L.F Beauty and Saturday Skin among others.
“We offer wide variety of choices to our consumers combined with a personalised expierence, which is delivered at speed and is anchored on the technology as we use AI heavily. Nearly 50 per cent of orders are delivered within 48 hours across 600 cities through M-Now and Express Delivery. Over 50 brands from the International Brand portfolio are on M-Now IB,” he added.
Women’s apparel contributes nearly 60 per cent to the international brands business on Myntra. “Apart from apparel and beauty, we are seeing the accessories segment gain momentum with more than 50 per cent growth year-on-year. International brands lead the growth of the Kids category at a platform level on Myntra. This is led by brands including NEXT, GAP Kids and H&M Kids, MANGO Kids among others. In fact, Kids as a category has grown over 65 per cent year-on-year,” Nair explained.
This growth surge comes at a time when India’s lifestyle market which is currently valued at $130 million is expected to grow at 10-12 per cent CAGR to reach $210 billion by 2028. The demand for international brands is no longer concentrated in the top cities of the country. “ Over 45 per cent of the demand for international brands portfolio now comes from non-metro regions. Jaipur, Lucknow, Guwahati, Surat and Indore are among the cities that lead the demand for international brands on Myntra. The Northern region contributes 40 per cent of the demand for international brands on the platform but the Southern region is growing the fastest,” he added.
Asked about any impact seen of the ongoing West Asia conflict, Nair said, “ So far , we have managed to mitigate some of the impact that we have seen…we have not had any impact as far as our consumers are concerned.”