Inside Myntra's pivot from a millennial platform to a Gen Z focused platform

Close to half of Myntra's customer base are Gen Z users, Myntra CEO Nandita Sihna said, marking a shift in the nature of India's biggest fashion platform.

"Today, 47% of Myntra’s customer base is coming from Gen Z. It is a big number, and our biggest asset is the Gen Z consumer," said Sinha. She was speaking at the 16th edition of TechSparks, YourStory’s flagship event.

Sinha said the Gen Z user base is around 400 million in India, and that Myntra has evolved to cater to this demographic. The company has launched a Gen Z-focused platform within Myntra called FWD, which is geared toward showing the latest trends than being indexed by brands.

"When you think of fashion, you always have to be cutting edge. It has been very clear to us over the last five years that trends are where the cutting edge of fashion is, and we have been able to pivot to a platform that will be trend first, which is really built around the 400 million consumer," said Sinha. "Because they define fashion for the country, even for the millennials. That was one big pivot we took to say that we will not define fashion only through brands, but through trends."

She described the Gen Z user base in India as aspirational, but also value conscious at the same time. "Gen Z consumers are value conscious, they buy 8-10 times a year versus 4-5 times a year compared to a millennial customer. How do we make aspiration accessible?" said Sinha.

The Walmart-owned online fashion platform has also created a creator ecosystem within the Myntra app to sell better to the Gen Z users.

“What we’ve tried to do at Myntra with the 'Ultimate Glamclan' is build a space where every Gen Z consumer can be a creator,” Sinha said. “We launched it about eight months ago, and already have 3.5 million creators posting videos, reviews, and photos of products they love.”

She added that the content these users generate has started influencing purchasing decisions across the platform. “Almost 20% of our user base now interacts with this creator content and ends up buying more,” she said. “It’s almost like having someone from your own part of the country, with a similar body type, recommend what to buy.”

Sinha said three factors will be crucial going forward—delivering trending apparel quickly to customers’ doorsteps, leveraging Myntra’s communities to spark conversations around products, and using immersive experiences to help shoppers better understand trends and build stronger brand connections.

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.

Myntra has also been steadily investing in its personalisation efforts, from chatbots suggesting outfits to curating 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.