Flipkart-owned fashion e-commerce platform Myntra has launched Myntra Global, a cross-border initiative aimed at bringing Indian fashion to consumers in Singapore. With this launch, the Walmart-backed company is targeting the country’s sizable Indian diaspora, which numbers over 650,000 people.
The company announced the expansion during a virtual press briefing on Monday, with CEO Nandita Sinha highlighting the potential of the Singapore market. “Our journey of nearly two decades has been paved by the love of millions of customers and thousands of brands who trust us to make their fashion dreams possible,” said Sinha. “Myntra Global marks a milestone moment for us. It will help Indians abroad stay connected to their roots, in style.”
At launch, the platform offers over 35,000 styles from 100 Indian brands across apparel, footwear, accessories, and home categories. Brands featured include well-known names such as Global Desi, Aurelia, Libas, W, Chumbak, Rare Rabbit, Bombay Dyeing, and House of Pataudi, among others. Shipping is handled via third-party logistics partners, with delivery expected within 4 to 7 days.
Sinha revealed that Myntra had already been witnessing significant organic traffic from Singapore, with 30,000 monthly users accessing its Indian platform. The company aims to reach 12–15% of the Indian community in Singapore through the new offering.
Unlike a traditional overseas expansion model, Myntra is opting to ship directly from India, without setting up local offices or warehousing. “We’re leveraging our existing technology and brand partnerships. This approach allows us to test market potential while maintaining operational agility,” said Sinha.
The company declined to disclose specific revenue expectations or further international markets in the pipeline but noted that 10–15% of Myntra’s current web traffic originates from global users. Sinha emphasised that the focus remains on understanding local consumer needs before expanding further.
With a population of 6.04 million and a maturing e-commerce landscape, Singapore presents a compelling market. According to the International Trade Administration, e-commerce gross merchandise value in Singapore hit $8.2 billion in 2022, and is projected to reach $11 billion by 2025.
Top platforms such as Shopee, Lazada, Amazon, and Zalora currently dominate the market. While these platforms focus on a wide range of categories, Myntra hopes to carve a niche among consumers looking for ethnic and occasion-based Indian fashion, such as attire for weddings and festivals.
Myntra clarified that product pricing will be left to individual brands, with customers bearing shipping charges and applicable import duties. The move is being positioned as more than just exporting Indian fashion—it’s a strategic step in building global brand equity for homegrown labels.
While this is not Myntra’s first attempt at international sales—the company previously partnered with Middle Eastern platforms—it marks the first time it is taking full ownership of the customer experience in a foreign market.
“This version of overseas expansion is about providing the full Myntra experience—selection, service, and storytelling—directly to the diaspora,” said Sinha.
Myntra’s announcement comes at a time when global e-commerce players are increasingly tapping into Indian products and sellers. Amazon, for instance, reported that its Global Selling Program has helped over 1.5 lakh Indian exporters reach customers across the world, with exports surpassing $13 billion as of 2024.
While Amazon and others focus on broader product categories, Myntra’s strength lies in its deep curation of Indian fashion—a proposition that may resonate with diaspora shoppers seeking culturally relevant and stylish options.
Myntra reported revenue from operations of Rs 5,121.8 crore in the last fiscal year, a 14.7% year-on-year growth, according to regulatory filings. With over 70 million monthly active users, the company hosts more than 9,700 domestic and international brands on its platform.