Myntra expands seller base to leverage rise in festive demand

Fashion e-commerce platform Myntra is expanding its seller base by onboarding over 400 West Bengal-based manufacturers, artisans, and regional retailers ahead of the Durga Puja shopping cycle. To capture an anticipated 50 percent festive sales surge, the platform hosted its second Seller Growth Connect initiative in Kolkata, integrating traditional craft clusters—including Fulia, Shantipur, Dhaniakhali, and Bishnupur—into its nationwide logistics network. By providing exposure to more than 75 million monthly active users across 98 percent of India's serviceable pincodes, the marketplace is accelerating digital transformation for regional micro, small, and medium enterprises (MSMEs).

Optimised merchant onboarding drives commercial scale

With over 1,700 registered West Bengal brands currently listing on the platform, regional apparel businesses are converting ethnic handlooms like Taant sarees and Dhakai Jamdani into scalable national product lines. Eastern India has a deeply rooted ecosystem across handloom, ethnic wear, and lifestyle categories, says Bedanta Dutta, Senior Director-Marketplace, Myntra. The company is equipping regional entrepreneurs with marketplace insights, technology, and growth frameworks to build brands with national relevance. To lower operational entry barriers, Myntra leveraged its AI-driven Seller Growth Hub to compress merchant registration lead times from 15 days down to 48 hours, allowing local fashion labels such as Kisah, Suta, and Vastrmay to rapidly optimize cataloging ahead of peak demand.

E-commerce platform performance profile

As Flipkart’s flagship fashion and lifestyle vertical, Myntra offers over 25,000 national and international brands to consumer markets nationwide. The platform is accelerating growth in high-margin apparel, beauty, and ethnic wear segments through dynamic technology investments. Originally launched in 2007 as a B2B personalized gifting marketplace, Myntra transitioned into India’s dominant omni-channel fashion portal.