11 April 2026, Mumbai
As India’s e-retail market increases to a projected $180 billion valuation by 2030, Myntra has intensified its focus on the premium segment by appointing actor Alia Bhatt as the face of both its core fashion platform and Myntra Beauty. This dual-vertical association aligns with a significant shift in consumer behavior where beauty and apparel are increasingly purchased as integrated ‘lifestyle looks’ rather than isolated categories. Data from FY25 reveals Myntra’s robust trajectory, with the platform reporting an 18 per cent Y-o-Y revenue growth and a consolidated net profit of Rs 548.3 crore, a stark jump from the previous fiscal.
Strengthening engagement with the Gen Z powerhouse
The selection of Bhatt is a calculated move to capture the Gen Z cohort, which now accounts for approximately 45 per cent of India’s online shoppers. The inaugural ‘Glow Up Days’ campaign leverages relatable, humor-driven content to address the "premium hesitation" common among younger consumers. Sunder Balasubramanian, CMO, Myntra, states, the partnership is designed to make the best of fashion and beauty discoverable and accessible. This is critical as e-commerce is expected to facilitate over one-third of all beauty spending by the end of the decade, with Myntra Beauty currently outpacing the broader online luxury market by 2.5 times.
Operational agility in non-metro markets
Myntra’s growth strategy extends beyond celebrity endorsements into logistics and portfolio expansion. In 2025, the platform added over 40 global brands, including The Ordinary and H&M Beauty, while expanding its M-Now 30-minute delivery service to cover 55 per cent of its user base. With Tier II+ cities contributing nearly half of all incremental orders, the company is utilizing AI-driven ‘Size & Fit’ technology and hyper-local fulfillment to mitigate the traditional barriers of digital retail, ensuring international trends reach deep-market consumers with metropolitan speed.
Myntra is India’s premier e-commerce destination for fashion, lifestyle, and beauty, hosting over 450 international brands. Originally founded as a personalized gifting site in 2007, it evolved into a fashion leader under Flipkart's ownership. The company currently targets a 20 per cent annual growth rate
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