Look at the many Indias to find the winning formula: Myntra CEO Nandita Sinha

Myntra has been around for 18 years now, practically a lifetime in e-commerce terms. In the early days, Myntra primarily offered customised gift items, but it quickly pivoted to become a fashion e-commerce giant, capitalising on the growing interest in online shopping in India. Today, Myntra delivers fashion to doorsteps within 30 minutes. The company has consistently been an early adopter of technology, investing in innovative solutions to improve the shopping experience, streamline deliveries and support customer service.

“Fashion e-commerce is about experience, inspiration and desirability,” says Nandita Sinha, CEO of Myntra. Staying relevant means continuously adapting to the evolving needs of customers. Understanding what the consumers want and enhancing capabilities accordingly has kept Myntra going and growing over the years.

Reflecting on Myntra’s 18-year journey, Sinha highlights that while fashion-forward consumers have remained at the heart of the business, their preferences have evolved significantly. In the early days, millennial shoppers, new to fashion e-commerce, sought out established brands. Today, Gen Z leads the charge, prioritising individuality and trends over brand names.

This shift in consumer behaviour has prompted Myntra to adapt its strategy, placing a stronger emphasis on curating a wide range of styles that cater to diverse preferences rather than solely focusing on legacy brands. The growing influence of social media and digital platforms has also played a crucial role in shaping consumer choices. Gen Z, more connected than ever, looks to influencers and online communities for fashion inspiration, making them less brand-loyal and more trend-driven. 

To keep pace with these changes, Myntra has embraced a more nuanced and market-specific approach to meet the consumers halfway, tailoring its offerings to local preferences, needs and demands. Using data analytics to gain insights into buying patterns, seasonal trends, and specific shopping behaviors across different regions allows e-commerce platforms like Myntra to offer products that cater to local tastes.

“When you go beyond India One and India Two and look at the many Indias, you find the winning formula,” Sinha says. Success comes from identifying the aspirations of each market — who influences fashion choices, which media channels matter, what speed consumers expect, and what their fashion preferences are. By recognising these local distinctions, Myntra strategically positions itself in diverse regions, creating a shopping experience that feels personal and relevant to every customer. It also allows this fashion e-commerce giant to develop a playbook that can be replicated across different markets. 

Myntra’s biggest advantage is its ability to offer instant access to global fashion trends. “Consumers want more speed in accessing fashion. They’re asking, ‘How quickly can I get it?’” she explains. By focusing on AI adoption and other tech-enabled solutions for frictionless experiences and faster deliveries, Myntra is winning consumer trust and loyalty. 

There has been a noticeable gap in the definitions of ‘fast deliveries’ in metro and non-metro cities. In metro cities, consumers have long been accustomed to faster delivery times, often expecting deliveries within hours of placing an order. However, in non-metro cities, this expectation was earlier low due to logistical and infrastructural constraints. AI-driven solutions are helping close these gaps by optimising routes, predicting demand more accurately, and streamlining operations, ensuring that delivery speeds in non-metro areas are gradually matching those of metro cities. Along with improving customer satisfaction, it’s helping e-commerce players like Myntra tap into previously underserved markets, broadening its customer base and driving growth across the country.

Earlier this year, Myntra launched its M-Now service in Bengaluru, offering deliveries within 30 minutes across fashion, beauty, accessories and home products. The service is expected to be rolled out to other major cities like Mumbai, Delhi and Pune to meet the growing customer demand for faster and more convenient delivery options in the e-commerce space.

At a recent Redseer Strategy Consultants event, Sinha candidly spoke about the questions that keep her up at night — offering a rare glimpse into the complex challenges she faces at the helm of the company. “Sometimes, you know the answer, and sometimes, you don't know the answer. So either way, it’s keeping you awake,” she said.

On the business side, she constantly asks: “What’s the future of fashion, and are you missing something in it? What’s going to be the disruptor in the discovery of fashion?” Myntra’s continued success and growth depend on anticipating changes in the fashion industry and consumer behaviour before they happen or become evident.

Then, there’s company culture. “What is the team feeling? Are they excited to come to work every day? Do they believe in our mission?” she questions. Building a company culture that prioritises collaboration, agility, and innovation is as important as delivering the best fashion experience to customers. Scaling an organisation isn’t just about expansion. It’s about ensuring employees remain engaged, empowered, and aligned with the company’s vision.

Finally, there’s the ever-present challenge of keeping up with consumers. “The consumer is always ahead of us. Are we catching up fast enough?” she asks. Staying agile and responsive to consumer behavior is critical to staying relevant in fashion e-commerce.