Fashion e-commerce platform Myntra has launched Glamstream, a new feature on its app that brings together video content and shopping. The service aims to blend entertainment with commerce by allowing users to watch curated lifestyle videos and directly shop products showcased within them.
In its initial rollout, Glamstream will host more than 500 hours of content, including 15 exclusive shows and over 4,000 shared stream episodes. These include appearances by over 100 public figures, spanning Bollywood, OTT platforms, and digital creators — among them Badshah, Vijay Deverakonda, Tabu, Zeenat Aman, Raveena Tandon, Tamannaah Bhatia, and Khushi Kapoor.
Video formats will include music videos, vlogs, styling shows, beauty content, podcasts and fictional series. All videos will be embedded with product links, allowing users to purchase featured items directly through the app.
The platform also incorporates content from Myntra’s creator community, known as the Ultimate Glam Clan, which comprises over one million registered creators. This community contributes user-generated content to the feed, including reviews, styling videos and product recommendations.
“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,” Sunder Balasubramanian, Chief Marketing Officer at Myntra, said.
Glamstream is hosted within the Myntra mobile app and accessed via a floating button on the home screen. Myntra says the experience uses video infrastructure and real-time tagging to allow seamless shopping from content.
“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,” said Lakshminarayan Swaminathan, Vice President of Product Management & Design at Myntra. “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,” he added.
Future updates to the platform may include AI-based personalised feeds, influencer storefronts, and more immersive formats aimed at integrating discovery, storytelling, and commerce.