Myntra has unveiled Glamstream, a one-of-its-kind shoppable content destination that blends entertainment, fashion inspiration, and seamless shopping. Designed to cater to India’s growing appetite for content-led commerce, Glamstream integrates lifestyle content with instant purchase options—redefining how consumers discover and shop fashion.
In its first phase, Glamstream will feature over 500 hours of content, including 15 Myntra exclusives and more than 4,000 episodes. The platform will showcase bite-sized, binge-worthy content across multiple formats such as music videos, travel and wedding vlogs, styling and beauty shows, fictional series, and podcasts.
Over 100 celebrities from Bollywood, OTT, and the digital space—including Badshah, Vijay Deverakonda, Tabu, Zeenat Aman, Raveena Tandon, Tamannah Bhatia, Khushi Kapoor, and Malaika Arora—will be featured.
Glamstream also includes content from Ultimate Glam Clan (UGC), Myntra’s shopper-creator community, which has over 1 million registered creators and 4.5 billion post views since its launch in August 2024. The platform brings together the authenticity of user-generated content with celebrity-led storytelling.
“Fashion discovery today is increasingly driven by social feeds and cultural influence — yet much of that inspiration remains disconnected from the path to purchase. At Myntra, we believe there’s a better way and have consistently innovated to drive inspiration-led fashion discovery.” said Sunder Balasubramanian, CMO, Myntra.
“Glamstream is transforming how users experience fashion. As a feature deeply embedded in our app, it leverages advanced video infrastructure, intelligent product tagging and real-time rendering to deliver a seamless, immersive shopping journey,” said Lakshminarayan Swaminathan, Vice President, Product Management & Design, Myntra.
How It Works
Unlike traditional shopping flows, Glamstream starts with content and integrates commerce within. Each video features interactive product trays, enabling users to shop featured items directly in just two steps. The experience is housed on the Myntra app and can be accessed through a floating action button on the homepage.
Glamstream is built on Myntra’s existing social commerce innovations such as M-Studio and Minis. The platform uses advanced video infrastructure, intelligent product tagging, and real-time rendering to ensure an intuitive, immersive shopping journey.
Going ahead, Myntra plans to expand Glamstream with AI-powered personalised recommendations and creator storefronts, making fashion discovery even more engaging. According to a BCG report, India’s creator economy already influences over $300 billion in annual spending, with expectations to cross $1 trillion in the coming years—further validating the potential of content-driven commerce.
Myntra, part of the Flipkart Group, is a leading platform for fashion, beauty, and lifestyle in India, offering products from over 9,700 brands and delivering across 95% of India’s pin codes.
