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Myntra launches Myntra Global to tap into Indian diaspora, goes live in Singapore
Myntra said it does not plan to hold inventory in international markets. Instead, orders will be fulfilled directly from India by D2C brands, using third-party cross-border logistics providers.
Ecommerce platform Myntra on Monday announced the launch of Myntra Global to cater to the Indian diaspora seeking homegrown brands abroad.
The platform is going live with Singapore after seeing some traction from Indian users in the region. Myntra said it plans to refine its offering based on product-market fit before expanding to other international markets. It is currently looking to tap into Indian fashion needs around weddings, festivals, and other special occasions, with the goal of reaching 10-15% of Indian consumers in Singapore.
"We’re essentially competing in the overall fashion market, but our focus is specifically on Indian wear and Indian brands, categories that aren’t available at this scale in these markets. That’s why we believe we have a unique opportunity, especially since consumers already have an understanding of what Myntra is," shared Nandita Sinha, CEO, Myntra, in a press briefing.
The service will be available through the Myntra Global website, with orders fulfilled directly from India through third-party cross-border logistics providers. As part of this model, Myntra will not be setting up warehousing or holding inventory in overseas markets. As a result, deliveries are expected to take around four to seven days. D2C brands will be responsible for maintaining their stock and absorbing any price fluctuations.
Myntra has gone live with about 100 brands across categories like apparel, footwear, home and decor. The lineup includes prominent Indian brands like Aurelia, Global Desi, Libas, Mochi, W, House of Pataudi, Chumbak, Anouk, Bombay Dyeing, Rare Rabbit, and Nasher Miles.
However, this is not Myntra's first attempt at global expansion. In 2020, it partnered with regional ecommerce platforms Noon and Namshi to offer Indian brands abroad. The latest move is not surprising considering Myntra currently clocks about 10% to 15% of its web traffic from international markets .
"This approach is about leveraging the opportunity to take India to the world through seamless cross-border transactions and shipments, rather than just selling through a specific platform. That’s the key difference.
It allows us to significantly expand our brand portfolio, tap into the wide selection available in India, and offer the same range to Indian consumers abroad, especially the diaspora, using shared inventory and selection," clarified Sinha.
Edited by Jyoti Narayan
