From fit to fashion trends, AI becomes Myntra’s growth engine, says CEO Nandita Sinha

Today, half of Myntra’s revenue comes through system-driven size and fit recommendations, according to Nandita Sinha, CEO at Myntra. These features help reduce returns but also cognitive overload, helping customers decide quickly, she said, outlining the material impact of the company's AI efforts in the apparel marketplace.

The Flipkart-backed fashion marketplace has been steadily building its AI infrastructure and products, fortifying it for an evolving fashion consumer: Gen Z.

"We have a platform called FWD for Gen Z where we have almost half a million styles available, and we introduce 8,000 new styles every week. Those are introduced by using AI to identify trends, curate what will work in the Indian ecosystem and on the Myntra platform, help sellers get quicker production times for these trends, and bring them onto the platform," shared Sinha in a fireside chat at the 16th edition of YourStory's flagship event, TechSparks 2025, themed "India 2030: Powered by AI."

Shifting gears to supply chain grunt work and how the technology has moved from analytics and dashboards to conversational tools, Sinha highlighted the use of AI in logistics, inventory management for sellers, and predicting bestsellers. The company, which competes with Reliance's Ajio and Tata Cliq, already covers 50% of deliveries in metros under M-Express, which has a turnaround time of under 48 hours. It has also rolled out M-Now to tap into occasion- and convenience-led purchases, which has an under-30-minute delivery promise.

Another key pillar for AI use is in cataloguing: how to cross-tag products, enhance search and discovery, and align them with trends.

"On Myntra, the key is experience. In those few scrolls, are you quickly presenting what they want? That’s where personalisation plays a big role," explained Sinha, who also leads Flipkart Fashion.

Moving beyond purchases, AI has also been a key lever in the company's efforts for customer engagement, from post-purchase troubleshooting to AI models for predicting size and fit.

"Before you get to conversational or agentic commerce, these are the rails you have to build for an AI-first fashion platform," added Sinha. The platform already features screen nudges for size suggestions based on previous purchases.

Myntra has also been steadily investing in its personalisation efforts, from chatbots suggesting outfits to trend-first assortments. It has also ramped up its content-to-commerce pipeline by relying on user-generated content, which drives more authentic and personalised purchases.

"Our playbook right now is to look at each of these pillars and see how AI can enable them faster. Technology that is shape-shifting lets us do what the previous tech couldn’t. So our ability to predict trends, reduce the time from mind to market, help consumers discover products close to what they want, and reduce friction in size, fit, or delivery, all powered by AI, is the story," added Sinha.