Myntra checks into Singapore, its first international market

Fashion e-commerce platform Myntra has check into Singapore as its first international market under the Myntra Global brand, the company said on Monday.

The firm aims to tap the 650,000-strong Indian diaspora in the city-state, of whom about 30,000 are regular Myntra users, chief executive officer Nandita Sinha said.

“Myntra is bringing around 35,000 styles from about 100 brands, across categories like apparel, footwear, home and accessories to the Lion City,” Sinha said.

The company said it “will offer handpicked trendy Indian fashion styles, while also providing a seamless and hassle-free shopping experience to its customers in the country.”

As part of Myntra’s broader growth strategy, Myntra Global will tap new customer segments and build stronger international brand affinity, over the next few years, the firm said in a statement.

“With a strong legacy of 18 years of catering to fashion aspirations, Myntra has already been seeing notable organic traffic to the tune of 30,000 users from Singapore to its existing platform,” the statement read.

Selections from sought-after brands, including Aurelia, Global Desi, AND, Libas, Rustorange, Mochi, W, The Label Life, House of Pataudi, Chumbak, Anouk, Bombay Dyeing, Rare Rabbit and Nasher Miles among many others have been made available to begin with.

The company said it will provide a mix of Indian fashion trends and heritage style rooted in India, in the government’s vision to take made-in-India products to the global stage.

Myntra will not set up an office in Singapore and the products, too, will be shipped from India, with shipments expected to reach in 4-7 days, Moneycontrol reported.

Myntra, owned by Walmart, together with Flipkart Fashion, also owned by the US retailing giant, commands a market share of over 50%, ahead of rivals such as Nykaa Fashion, Ajio, Amazon, Meesho, and others.

Both teams are led by Myntra CEO and Flipkart Fashion head Nandita Sinha.