Myntra Tech Threads 2026 brings brands together to discuss tech-led fashion, beauty and lifestyle commerce

Myntra brought together leading fashion, beauty, and lifestyle brands at its flagship brand conclave, Myntra Tech Threads 2026, to discuss the role of technology in the next phase of lifestyle ecommerce.

Themed ‘Where Velocity Meets Voice’, the event focused on personalized shopping, creator-led commerce, and instant gratification, along with AI-led innovations, tech-enabled hyperlocal delivery, and social commerce features.

Brands, culture, and technology

The conclave brought together leaders from global and domestic brands for discussions on building brands for “velocity and voice”.

Daniel López García, Chief Commercial Officer and Board Member, MANGO; Varun Alagh, Co-founder and CEO (Chief Dad), Honasa Consumer Limited; Helena Kuylenstierna, Country Director, H&M India; Amisha Jain, MD and CEO, Arvind Fashions Limited; and Abhishek Ganguly, Co-founder and CEO, Agilitas Sports Limited; took part in a panel moderated by Sharon Pais, Head of Myntra.

The discussion focused on the role of real-time consumer signals, creator-led engagement, and technology-led supply chains in building brands and sustaining growth. The speakers also discussed India’s importance as a strategic market globallyand the role technology could play in the industry’s growth.

“Myntra Tech Threads was a great opportunity to hear from our brand partners on how our tech-led innovations are propelling their journey on the platform to build for the to evolving customer needs,” Pais said.

“Propositions such as Glamstream, which blends shoppers, influencers, and culture for inspiration; AI-led personalization for seamless operations for brands and product discovery by customers and M-Now for rapid fulfilment are helping brands build deeper salience with customer engagement and powering their growth at scale. Together with the ecosystem, we continue to redefine the e-lifestyle experience with technology at the core.”

Technology across the shopping journey

Myntra showcased a range of technology-led features across discovery, styling, and fulfilment.

These included conversational discovery through Maya, inspiration-led shopping through Glamstream, AI styling assistance, precision sizing, and concept-based AI recommendations.

For partner brands, the AI-Powered Brand Stack is designed to reduce multi-week design lifecycles to minutes. The revamped partner app, Mitra, is positioned as an operational tool to help brands accelerate growth.

The event also featured conversations with Sania Mirza, Sunil Chhetri and Gaurav Kapur, who shared their perspectives on leadership, performance, adaptability, and decision-making during crucial times.

A fashion show brought the event to a close, spotlighting trends resonating with today’s consumers. It was attended by Malaika Arora, co-creator of Maejoy, who spoke about working with the company to bring her vision to life.

The event also recognized partner brands with awards across fashion, beauty, and lifestyle categories. These awards acknowledged brands on the platform for their work in innovation, consumer engagement, and marketplace growth.

Myntra Tech Threads 2026 brought together brands, technology, creators, and cultural voices, reflecting Myntra’s position at the intersection of e-commerce, technology, and culture.