Myntra’s End of Reason Sale (EORS), now in its 24th edition, has recorded a 1.3X increase in first-time shoppers compared to last year’s June edition, with smaller cities driving more than half of that growth.
Non-Metro India Powers New Customer Acquisition
According to the company, 55% of new shoppers this cycle came from non-metro markets, with Jaipur, Lucknow, Patna, Indore, Guwahati, Surat, Nagpur, and Bhopal emerging as standout contributors. Demand in these cities was concentrated in Women’s Ethnic Wear, Men’s Casual Wear, Beauty and Personal Care, and Sports Footwear, with brands such as Crocs, Bata, Nike, Lacoste, Timex, Snitch, Koskii, Libas, H&M, Mango, ALDO, Sangria, Mamaearth, Maybelline, and L’Oréal seeing strong traction.
Homegrown D2C labels under the platform’s Rising Stars initiative also benefited, posting an average 40% rise in demand compared to the same sale last year.
Scale of the Sale
This edition offered over 6 million styles spanning fashion, beauty, footwear, accessories, and home categories. Roughly 5,000 brands participated in EORS for the first time, while D2C labels alone contributed nearly 13 lakh new styles to the catalogue. A handful of brands — including VASTRADO, PLIX The Plant Fix, Mamaearth, The Souled Store, and Powerlook — saw demand jump more than 70% above their typical daily averages.
Ritesh Mishra, SVP, Head of Revenue and Category, Myntra, said, “EORS has always been a celebration of fashion, beauty, and lifestyle, bringing together millions of customers and thousands of brands from across the country. We are particularly encouraged by the momentum witnessed across non-metro markets and the growth we were able to propel for emerging D2C brands, many of whom leveraged EORS to connect with customers at an unprecedented scale. As we continue to strengthen our technology-led shopping experience, we remain focused on bringing the best of trends from leading fashion and lifestyle brands to India’s digitally savvy consumers.”
What Customers Bought
Shopping patterns reflected seasonal priorities — summer travel, wedding season, and workwear. Men’s Casual Wear led demand through Early Access and Day 1, while Eyewear posted the sharpest single-day growth. Women’s Ethnic and Western Wear held steady through the sale, and Beauty, Personal Care, and Kidswear also saw notable upticks. Travel essentials like trolley bags and backpacks featured prominently as well.
The sale drew strong participation from established names like GUESS, Levi’s, Tommy Hilfiger, Puma, ASICS, The Ordinary, and L’Oréal, alongside newer additions including Kate Spade, Longchamp, Chloé, Juicy Couture, Saucony, and Official FIFA Jerseys.
Quick Commerce and Gen Z Push
Myntra’s rapid-delivery service, M-Now, saw heightened activity during the sale across fashion, beauty, accessories, and travel categories. Delhi, Bengaluru, and Mumbai led demand, though cities like Patna, Jaipur, Lucknow, and Ahmedabad showed rising adoption outside metro areas. The service — live in eleven cities — offered over 1 lakh styles with delivery windows starting at 30 minutes, with shoppers favoring brands like Levi’s, Tommy Hilfiger, adidas, Manyavar, and Michael Kors.
Meanwhile, FWD, the company’s Gen Z-oriented shopping vertical, contributed meaningfully to overall orders, featuring more than 700,000 styles from younger-skewing labels such as Freakins, Bonkers Corner, and Outzider.
