India emerges as strategic growth hub for global brands, says Myntra CEO

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India is becoming a strategic hub for international fashion and lifestyle brands at a quick pace, even as domestic players hone their edge, stated Nandita Sinha, CEO of Bengaluru-headquartered Myntra, in comments made at the NRF 2025 retail conference.

Sinha highlighted the company’s latest milestone—its debut international foray with the launch of Myntra Global in Singapore on 19th May. The move is aimed at tapping into the sizeable Indian diaspora in the city-state, estimated at 650,000. She said that they’ve already seen strong organic traction from Singapore on their Indian platform, with nearly 30,000 users. This launch lays the groundwork for a wider global expansion to serve Indian communities beyond borders.

Early signs from the Singapore debut have been encouraging, with growing user engagement, healthy average order values and satisfactory repeat purchase behaviour. 

Domestically, Myntra is solidifying its position as the leader in India’s online fashion market—a segment that is well below 15 per cent penetration, as a comparison to global e-fashion adoption becomes apparent. Sinha said that this gap offers vast headroom for growth.

A key part of that growth strategy is focused on Gen Z, a digitally native and trend-conscious cohort that seeks hyper-personalised experiences and seamless discovery journeys. She added that Gen Z is redefining how fashion is consumed and they’re committed to shaping a platform that reflects their expectations.

Sinha also identified a wider trend among Indian consumers, who are increasingly ‘trading up’—spending more on premium beauty, accessories and occasion wear. This move, she stated, is in line with Myntra’s goal to be India’s most loved lifestyle destination, catering to more than 100 million consumers with expertly curated, modern merchandise.

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