Myntra on Friday detailed a broad push to embed artificial intelligence across its platform, saying the technology has cut seller onboarding time from up to two weeks to under two days and reduced catalog production from a full day to four hours.
The fashion e-commerce platform, part of Flipkart, said the changes span three areas: how customers discover and buy products, how sellers get onboarded and grow, and how Myntra’s internal teams build and ship software.
Faster deals for sellers
The company’s biggest claimed improvement is on the seller side. Myntra’s AI-powered Seller Growth Hub has brought end-to-end onboarding down from 10-15 days to roughly 1-2 days, with registration itself taking only minutes, the company said. New sellers now get daily guidance to help them land their first orders, while established sellers get access to trend data and performance dashboards.
A voice AI system called Saarthi handles routine communications with sellers and flags more complex problems for human staff, and can also be used internally to run things like voice-based campaigns for product launches.
Search, sizing and styling for shoppers
On the customer side, Myntra said 90% of its monthly active users now see a personalised search experience. Beyond Maya, its existing shopping chatbot, the company is rolling out a “Contextual Styling Suite” meant to suggest outfit pairings and, eventually, full styling advice rather than just product matches.
Myntra has also built what it calls a Size and Fit Intelligence layer, which tries to explain — not just recommend — why a given size might work for a shopper, and to show how clothes might drape on different body types. The company said this size-recommendation system now covers about 85% of its eligible apparel catalog, with explanations generated in under two seconds; the fit-visualisation piece is still being rolled out gradually.
A separate customer service tool, Meera, is reportedly resolving more than 30% of standard queries on its own, freeing human agents to handle harder cases.
Behind the scenes
Internally, Myntra said catalog creation has been reshaped by automation, with its systems now generating 400 to 600 product videos a day and mapping up to 40 structural attributes per item to improve searchability. A compliance system called Scout screens listings before they go live, though the company said human reviewers still make the final call on accuracy.
A data tool called BIRA is said to let staff query Myntra’s databases in plain language rather than SQL, cutting analysis that once took days down to minutes. The company also credited AI tools with a 40% increase in the pace of feature rollouts and said supply-chain network simulations that used to take two days now take about an hour — though it added that all deployments still involve human oversight.
The Bigger Picture
Sharon Pais, Head of Myntra, said, “Technology has always been at the core of every journey on Myntra. Our focus remains on strengthening capabilities that give brand partners clear pathways to scale while continuing to make the shopping experience more relevant and confident for customers. This consistent approach compounds across thousands of brands and directly shapes how customers discover on the platform. For us, AI is not just a layer we have added on top, it sits at the heart of how Myntra operates, from the moment a customer opens the app to how our teams continue to innovate.”
