India’s GenZ, accounting for 27% of the population, is reshaping e-commerce with their social media-driven preferences and tech-savvy lifestyles. Expected to spend ₹49.4 lakh crore by 2035, this cohort is a key focus for Myntra. The brand’s GenZ-focused platform, FWD, offers budget-friendly, curated collections tailored for early jobbers and college students.

Myntra has doubled its GenZ customer base to 16M in a year and plans to grow by another 20-25M by 2025. Key strategies include influencer-driven campaigns, short-form video content via Myntra Minis, and live commerce experiments. Initiatives like the Ultimate Glam Clan Project let users earn by sharing reviews, making shopping interactive and rewarding. Myntra’s revenue surged by 25% in FY23, fueled by its commitment to evolving customer trends.

Author: Sonali Kamble