India continues to be a key strategic market for both global and domestic brands, according to Nandita Sinha, CEO of Myntra. Her remarks came during the NRF 2025 retail event held in Singapore from June 3 to 6, where she shared insights into the company’s international ambitions and domestic growth trajectory.
Following the launch of Myntra Global in Singapore on May 19, the Walmart-owned e-commerce platform has reported strong early traction, including growing user engagement, a healthy average order value, and a notable percentage of repeat customers. “With the launch of Myntra Global in Singapore, we’re also laying the foundation for our global foray, with a long-term aspiration to serve the Indian diaspora beyond India,” Sinha said.
The company is currently focused on serving the 650,000 Indians living in Singapore, a market it believes is ripe for Indian fashion, beauty, and lifestyle offerings. Sinha noted that even before the official launch, Myntra’s India platform had already recorded 30,000 users from Singapore, indicating organic demand. “We’re tapping into opportunities around festivals, weddings and occasions with our brand portfolio, spanning Indian fashion and home décor,” she had said in May.
As part of its international strategy, Myntra plans to study consumer behaviour, product selection patterns, and brand performance in Singapore before expanding to other markets. The company aims to reach 12–15% of the Indian consumer base in Singapore as an initial milestone.
Despite its global ambitions, Myntra remains deeply committed to India. Sinha emphasised the underpenetration of e-fashion in India, currently at less than 15%, compared to global benchmarks, a gap that presents significant growth potential. “At less than 15 per cent, e-fashion in India is still significantly underpenetrated compared to global benchmarks, presenting a tremendous opportunity,” she said.
She also highlighted the emergence of new-age, insurgent brands and the shifting expectations of Indian consumers. “The new-age insurgent brands are tailoring their value proposition,” she noted, while reinforcing the growing strategic relevance of India in the global retail landscape.
A key demographic for Myntra’s growth, both in India and abroad, is Gen Z, which demands personalised, experience-led shopping. “The aspirational Indian shopper is trading up across beauty, accessories and occasion-wear,” said Sinha. “And Myntra, as one of India’s leading e-lifestyle destinations, is well poised to cater to the aspirational and evolving customer needs.”
Looking ahead, Sinha affirmed the company’s dual focus, deepening its domestic leadership while carefully expanding into new international territories. “We want to further reinforce our position as India’s most loved lifestyle destination, making the best of trendy fashion, beauty and lifestyle accessible to 100 million-plus customers in the country,” she said.