BENGALURU, India, July 28, 2025 — Elevating its content-commerce strategy even higher, Myntra announced the launch of Glamstream, a one-of-its-kind shoppable content destination that blends entertainment, fashion and inspiration.
Built at the intersection of content, community and commerce, Glamstream reflects how today’s young India likes to shop: entertainment built into their feed and instant access to what inspires them.
Unlike traditional shopping flows, Glamstream starts with content, brings entertainment-driven discovery and embeds commerce.
In its first phase, Glamstream will bring over 500 hours of content, including Myntra exclusives, and more than 4,000 episodes of shared streams. These will feature well-known Bollywood celebrities through Over-the-Top (OTT) streaming and the digital creator ecosystem. Over-the-Top streaming refers to bypassing traditional providers, using the internet to get content to viewers however they watch, likely on their phones and computers.
Also integrated into Glamstream is content from Ultimate Glam Clan, which is Myntra’s thriving shopper-creator community of more than 1 million registered creators. Launched in August of last year, Ultimate Glam Clan is a significant pillar of Myntra’s next-generation content commerce playbook.
Every content piece includes interactive product trays that allow viewers to shop featured and relevant items in just steps—from video to product detail to cart. The experience is housed on the Myntra app and accessible via a prominent floating action button on the homepage.
As a pioneer in the social commerce space, Myntra has been committed to innovating the industry with inspiration-led fashion discovery and purchase journeys enabled by M-Studio to Minis in the past.
Across Myntra, leaders share a commitment to hosting content that leads customers down a totally new road to discovery.
“Fashion discovery today is increasingly driven by social feeds and cultural influence, yet much of that inspiration remains disconnected from the path to purchase,” said Sunder Balasubramanian, CMO, Myntra. “At Myntra, we believe there’s a better way. We have consistently innovated to drive inspiration-led fashion discovery. What’s more, today’s consumers, especially Gen Z, also heavily rely on authentic, relatable content—user reviews and real imagery—before making purchase decisions. With Glamstream, we’re reimagining commerce as a content-first experience, seamlessly bringing together authentic inspiration, entertainment and instant access. As pioneers in this space, we are not just responding to how shopping is evolving, we are helping define its future by continuously exploring the new possibilities.”
“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. Our focus has been to ensure that every tap, swipe and scroll feels intuitive, enabling instant access for every inspiration. This is technology enabling discovery at its most natural and engaging form,” added Lakshminarayan Swaminathan, vice president, Product Management & Design, Myntra.
As Glamstream evolves, Myntra will continue to explore newer, immersive content formats that integrate fashion inspiration. Shoppers can soon expect AI-powered, personalized product recommendations within the Glamstream feed. The platform also aims to introduce creator storefronts, further enhancing discovery and deepening engagement.
About Myntra
Myntra is one of the leading platforms for fashion, beauty, and lifestyle in India. An integral part of the Flipkart Group, Myntra brings together technology and fashion to create the best experience for millions of its customers. Myntra offers a wide range of over 9,700 brands such as MANGO, H&M, Levi’s, U.S. Polo Association, Tommy Hilfiger, Louis Philippe, JACK & JONES, Forever 21, Marks & Spencer, MAC, Huda Beauty, and Estee Lauder, among others. With a wide reach, Myntra services more than 95 percent of the pin codes covering the length and breadth of India.
