65% online shoppers from non-metro cities; Bengaluru emerges as Gen Z capital: Myntra

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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E-commerce fashion major Myntra has witnessed nearly 75 million users join the platform in the last 12 months, of whom 65% came from non-metro cities.

According to the fashion and beauty e-retailer’s trend report, monthly active users on the platform touched the 60 million mark, with 6 million customers making 30 visits to the platform each month on average. Additionally, 2 million monthly users engaged with Myntra’s features: MyFashionGPT, MyStylist and Maya.

Shedding light on fashion preferences, the report highlighted that premiumisation is on the rise. Indian wear on Runway Icons (Myntra’s one-stop destination for premium Indian wear) witnessed the doubling of demand, while the premium luggage category grew at 55% year-on-year (YoY). The demand for Luxe selection clocked an impressive 150% YoY increase, according to the report.

In the premium range, brands like Forever New, Calvin Klein Jeans, Trendyol, and Gant emerged as the customer favourites. According to a report by Bain & Company, India’s luxury market could expand to 3.5 times its current size by 2030.

In fact, traditional attire with monochromatic lehengas and metallic sarees gained traction alongside Bollywood-inspired looks, with a whopping 12x surge in demand for ombre sarees during the festive season.

The menswear market also experienced robust growth, driven by factors such as changing societal norms, increased fashion consciousness among men, and a growing emphasis on individual expression. Myntra witnessed that men experimented with crochet shirts and bold graphic tees. The platform witnessed a 3x rise in demand for oversized t-shirts and baggy cargos. As per a Statista report, in 2024, the revenue in the men’s apparel market in India amounts to $31.10 billion and it is projected that the market will experience an annual growth rate of 3.93% (CAGR 2024–2028).

In terms of colours, men opted for shades like white, grey, teal, and olive, while women shoppers gravitated towards pastel hues of beige, peach, and lavender. However, classics, black and blue, continued to maintain their steadfast reign across various cohorts.

According to a report by Bain and Company, India’s online shopper base is estimated to increase to 400–450 million by 2027 and a third of online shoppers are Gen Z. The race to woo the next generation of shoppers is on, with Myntra actively investing in the Gen Z cohort with the launch of FWD.

Interestingly, Bengaluru emerged as Gen Z’s influence on fashion, with varsity jackets, bling dresses, and oversized blazers that captured the imagination of this trendsetting cohort, according to Myntra’s report. In terms of colour choices, Gen Z preferences showcase a penchant for bold and metallic tones, reflecting their influence on contemporary style.

India’s beauty and personal care market is projected to touch $30 billion by 2027, accounting for about 5% of the global market, according to a report launched by Redseer Strategy Consultants along with Peak XV.

Myntra’s Trend Index report also showed that the beauty and grooming landscape witnessed a surge in demand for science-backed skincare and meticulous hair care routines. As per the report, Maybelline Superstay Matte Ink was seen stealing hearts, with 75% of Myntra’s women shoppers diving headfirst into the world of beauty products already. Men’s grooming is also having a moment of its own, with acne and pimple care solutions, ingredient-led serums, and hair removal sprays making their way into carts.

Sharon Pais, Chief Business Officer, Myntra said, “The findings of the report strongly suggest that the country is on the journey of premiumisation and there is a marked rise in adoption of trends across cohorts. When it comes to fashion, the country has become experimental in its choices while also adopting self-care and personal grooming in a big way.” 

“These trends mirror India’s lifestyle choices and underscore our role as an enabler to make the latest from the world of fashion and beauty available to millions of our customers, on the back of cutting-edge technology and differentiated service,” said Sharon Pais, Chief Business Officer, Myntra,” he added.

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KV Prasad Journo follow politics, process in Parliament and US Congress. Former Congressional APSA-Fulbright Fellow