How emerging fashion brands are growing with Myntra’s technology, trend-based insights, and discovery-led ecosystem

India’s fashion landscape is being reshaped by consumers who are more expressive, experimental, and discerning in their fashion choices. Consumers today are increasingly seeking brands that align with their lifestyles, reflect their individuality, and deliver design relevance, quality, and everyday value. In parallel, homegrown brands are finding new opportunities to reach customers far beyond their immediate communities.

At the heart of this shift is the way India’s fashion-forward consumers are discovering new-age brands across categories.

For these emerging brands, building products that resonate with consumers is only the beginning. Sustained growth increasingly depends on the ability to connect and reach the right audience repeatedly, build trust, and understand how to match pace with their evolving preferences while retaining the brand’s distinct identity. Platforms such as Myntra are helping to bridge this gap by combining reach with platform-led shopping insights, personalized discovery, a superior customer experience, and backend support, enabling emerging brands to scale with greater relevance. Myntra’s marquee event, End of Reason Sale, has become an important catalyst in this journey, helping brands combine national scale with sharper customer targeting, assortment planning, and category-led demand signals. Beyond being one of the most awaited fashion shopping events, EORS gives brands an opportunity to enhance visibility, engage new customers, and strengthen their presence across India’s diverse markets.

The journeys of 30Looks, Colorkosh, and Theatre are a reflection of how customer-centric thinking, combined with the right growth ecosystem and insights, can transform emerging brands into household names.

For D2C brands, growth is not only about being available to more shoppers. It is about being discovered by the right shoppers, understanding what drives conversion, identifying regional and category-level demand, and building repeat behaviour through a trusted customer experience.

Myntra enables this through insights on shopping trends and behavior, selection strength, brand building, seamless discovery, and shopping experience - powered by cutting-edge technology.

Building brands around customer needs and market signals

The strongest brands often begin with a simple understanding of what the customer wants. For 30Looks, that insight was rooted in the belief that "women don't live in outfits, they live in their clothes". The brand focused on creating comfortable, versatile apparel designed for everyday life. Breathable fabrics, practical silhouettes, inclusive sizing, and accessible pricing became the foundation of the business.

Early traction emerged with loungewear, particularly pyjama sets. As demand grew, so did requests for more inclusive sizing. What started with sizes up to 5XL eventually expanded to 7XL, helping plus-size fashion evolve into one of the brand's strongest growth drivers.

Colorkosh's journey began differently but followed a similar customer-led path. Launched in April 2023, the brand initially experimented across categories before discovering strong demand for ‘expressive, elegant and easy-to-wear’ embroidered chikankari-inspired kurtas. Customer response quickly revealed the way ahead, narrowing the brand’s focus to designed embroidered suit sets and everyday wear.

Theatre's journey began with an entirely different category: stockings. When the brand launched in 2021, founders believed Indian consumers were ready for products that had long been wardrobe staples elsewhere but remained underrepresented locally. That conviction paid off. The success of stockings gave Theatre the confidence to expand into footwear, handbags, and accessories. A breakthrough came with its footwear line, particularly the Twiggy, a product that became the brand's bestseller in its first season and remains a top performer years later. Today, Theatre serves fashion-conscious consumers looking for trendy yet timeless designs.

Scaling beyond loyal communities

As these brands gained traction, the next phase of growth centered on reaching newer audiences while preserving product identity, pricing discipline, and brand perception.

30Looks joined Myntra in March 2025, drawn by the platform’s trusted audience, strong customer experience, and ability to support emerging brands through discovery, fulfilment, and demand-led growth. Since then, Myntra has become an important growth channel for the business, helping it evolve from a niche D2C label into a brand serving customers nationwide, while gaining sharper visibility into sizing preferences, regional demand, and shopping behaviour for this category. The brand benefited from enhanced visibility at Myntra’s marquee events, and its growth today is increasingly supported by repeat purchases, stronger customer trust, and a platform experience that encourages long-term loyalty.

One of the brand’s most significant learnings has been the strong demand from Tier II and Tier III markets. Founder George J. Fernandez shares, “What’s particularly encouraging is that customers are increasingly viewing these categories not just as sleepwear, but as versatile everyday essentials that transition seamlessly between comfort and presentability.”

For Colorkosh, joining the Myntra Rising Stars program marked an important milestone in its growth journey. Built to enable emerging and homegrown brands, the program provides access to platform visibility, customer shopping insights, technology-led support, and a relevant base of fashion-forward shoppers. This helped Colorkosh strengthen its digital presence, beyond its initial audience, understand which styles were resonating across markets, and scale with greater confidence. Today, Colorkosh is supported by a team of more than 70 people, all working towards a shared vision of creating designs that bring color, comfort, and craftsmanship into everyday wardrobes.

Theatre’s journey further demonstrates the impact of scaling through the right audience, strong platform infrastructure, brand-building capabilities, and category-led discovery. Since joining Myntra in 2022, the brand has built a strong presence on the platform, generating crores of monthly revenue through a catalogue comprising more than 400 active styles.

“Almost four years into the partnership, Myntra is today our biggest channel after our own D2C business, and our growth after enrolling in MRS has been multifold. For the last three years, we’ve experienced more than 100% year-on-year growth, and our ambitions for the coming year are even stronger,” says Sarthak Aggarwal, Co-founder and CEO, Theatre.

Beyond revenue growth, the partnership has enabled Theatre to expand its customer base across regions, test newer categories with greater confidence, and build national relevance while staying true to its design-led positioning.

EORS: A period of insight-led growth

For millions of shoppers, EORS presents an opportunity to refresh wardrobes and explore new fashion choices. For brands, it serves as a powerful discovery moment backed by platform intelligence, personalized recommendations, merchandising visibility, and demand signals.

The 24th edition of EORS in 2026 saw 30Looks bring its strongest-performing categories to the platform, aligning its assortment with areas where it had already seen strong customer traction, including plus-size loungewear, dresses, tops, pyjama sets, and everyday separates.

Colorkosh showcased its signature embroidered suit sets across a wide palette of colors during EORS. Staying true to its name - which translates to a "treasure of colors" - the brand offers multiple color variants across styles and used the event to introduce its collections to a broader customer base.

“For our first EORS event, we were focused on maintaining a full stock of our best-selling products. During event periods, we keep our margins as low as possible to give better value to customers,” says Founder Deepak Swami.

Theatre, meanwhile, entered this edition of EORS with a mature playbook built over multiple editions of the event, which not only drives conversions but also supports expanding discovery across footwear, handbags, and accessories. Footwear remains its anchor category, while women's bags continue to gain traction.

The brand also views EORS as a critical customer acquisition moment. Beyond driving sales, the event encourages shoppers to explore newer categories, experiment with styles, and discover brands they may not have encountered otherwise, creating a strong acquisition funnel for emerging labels. This trend is reflected in strong demand growth across emerging categories, with 30Looks witnessing a 55% increase in demand compared to the EORS in June 2025, while Theatre recorded a remarkable 424% surge in demand during this year’s edition.

For all three brands, the takeaway is clear: product-market fit may create the foundation, but sustainable growth depends on reaching the right audience, interpreting demand signals, delivering a consistent customer experience, and scaling through reliable backend infrastructure.

As fashion demand continues to deepen across India, particularly in Tier II and Tier III markets, platforms such as Myntra are increasingly serving as a discovery engine, insight partner, technology enabler, logistics backbone, and most importantly, architect of a delightful shopping experience for emerging brands. For labels looking to build the next chapter of their journey, that combination can be as valuable as the products themselves, helping them scale with relevance, resilience, and stronger brand equity.