Direct-to-consumer fashion brands saw demand surge 1.8 times on Myntra during the recently concluded wedding season, as Indian shoppers increasingly turned to homegrown labels for occasion wear, the company said Monday.
Myntra’s overall women’s occasion wear category grew 50% year-on-year in demand during the period. The platform added more than 40 new brands and over 2.2 lakh styles to its ethnic wear selection, including labels such as Tussya by Shreya, Suramya, MAYRAKE, House of Purvaja, House of Doras, Vastra Heritage, and Aatman Creation.
Established D2C names also posted strong gains. Koskii, Lakshita, Suta, and Gulmohar Jaipur each recorded demand growth averaging more than 50% year-on-year, driven largely by lehenga cholis and co-ord sets.
Reach beyond metro markets
Myntra said the growth was not confined to major cities. The company is onboarding regional sellers from Tier-2 and Tier-3 markets and giving consumers in those cities access to premium homegrown brands. It said the expansion has also spurred job creation and investment in localized supply chains and fulfillment infrastructure to meet rising demand.
Trend shifts across categories
Several style trends emerged this season, according to the company:
- Kurtis and kurta sets: sharara silhouettes, farshi salwars, Patiala sets, chikankari, square-neck prints, corset tie-backs, and zari-work Anarkalis
- Sarees: scalloped sheer drapes, minimal linen styles, pre-draped formats, block prints, and metallic or sequined finishes
- Lehengas: minimal glam looks, heritage prints, floral sets, and corset or reversible blouse styling
Celebrity and creator collaborations
The category drew momentum from a wave of celebrity and influencer partnerships, including Aurelia with Ananya Panday, House of Chikankari with Sonakshi Sinha, Gerua by Libas with Anya Singh, Sabhyata with Neha Dhupia, Inddus with Priyanka Chahar Choudhary, and Suta with Sujata and Tania Biswas, among others.
Outlook for festive season
Myntra said it expects the fusion-led styling and contemporary silhouettes seen during the wedding season to carry into the upcoming festive season, alongside newer trends such as embellished kurta sets, dhoti-pant kurta sets, and floral Kasavu sarees. The company pointed to its AI-driven personalization tools and speed-delivery service M-Now as key to serving continued demand.
Myntra is one of India’s largest fashion, beauty, and lifestyle e-commerce platforms, operating an app-first model aimed primarily at Gen-Z and millennial shoppers.
