Homegrown D2C brands drove a 1.8X increase in demand for women’s occasion wear on Myntra during the recent wedding season. The spike occurred alongside a 50% year-on-year growth in demand across the platform’s overall women’s occasion wear portfolio.
Myntra expanded its selection by onboarding more than 40 new brands, including Tussya by Shreya, Suramya, MAYRAKE, House of Purvaja, House of Doras, Vastra Heritage, and Aatman Creation—introducing over 2.2 lakh new styles. Established D2C brands on the platform, such as Koskii, Lakshita, Suta, and Gulmohar Jaipur, recorded average year-on-year demand growth of over 50 per cent.
Sales volumes were led by specific product categories, including lehenga cholis, festive co-ord sets, Y2K-inspired sharara sets, and pre-draped sarees. The category also integrated collections tied to celebrity and influencer partnerships, such as Aurelia with Ananya Panday, House of Chikankari with Sonakshi Sinha, and Chhaap with Ada Sharma.
The platform is currently onboarding regional sellers from Tier-2 and Tier-3 cities into its national supply chain. This expansion has led to the development of localised fulfilment networks and supply chain infrastructure within these regional hubs.