Myntra launches Myntra Global to tap into Indian diaspora, goes live in Singapore

Apparel-focused ecommerce platform Myntra on Monday announced the launch of Myntra Global to tap into Indian diaspora seeking Indian brands overseas.

The platform is going live with Singapore after seeing some traction on on the marketplace from Indian users who are in Singapore, and plans to look at expansion after getting a product market fit in place. It is currently looking to tap into Indian fashion relevant opportunities around weddings, festivals, special occasions, etc with a target to reach 10-15% of Indian consumers in Singapore.

"We’re essentially competing in the overall fashion market, but our focus is specifically on Indian wear and Indian brands, categories that aren’t available at this scale in these markets. That’s why we believe we have a unique opportunity, especially since consumers already have an understanding of what Myntra is," shared Nandita Sinha, CEO, Myntra, in a press briefing.

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The offering will go live on the Myntra Global website, with orders fulfilled directly from India through third-party cross-border logistics providers. As part of this model, Myntra is not setting up warehousing or holding inventory in overseas markets, hence orders are expected to take around four to seven days. D2C brands will be responsible for maintaining stock and absorbing any price fluctuations.

Myntra has gone live with about 100 brands across categories like apparel, footwear, home and decor. This includes homegrown brands like Aurelia, Global Desi, Libas, Mochi, W, House of Pataudi, Chumbak, Anouk, Bombay Dyeing, Rare Rabbit and Nasher Miles.

However, this is not Myntra's first attempt at global expansion, it partnered with regional ecommerce platforms Noon and Namshi in 2020 to offer Indian brands. This is not surprising considering Myntra currently clocks about 10% to 15% of its web traffic from International markets .

"This approach is about leveraging the opportunity to take India to the world through seamless cross-border transactions and shipments, rather than just selling through a specific platform. That’s the key difference.

It allows us to significantly expand our brand portfolio, tap into the wide selection available in India, and offer the same range to Indian consumers abroad, especially the diaspora, using shared inventory and selection," clarified Sinha.