Myntra launches Myntra Global, goes live in Singapore

Nandita Sinha, CEO, Myntra
| Photo Credit:
cueapi

Myntra has announced its foray into the international market starting with Singapore, to cater to the substantial Indian diaspora overseas. 

The initiative will bring a wide range of homegrown Indian fashion brands to the 6.04 million Indian consumers living in Singapore as of 2024. “There is a big fashion market of the Indian consumers, especially, which is related to the Indian occasions,” noted Nandita Sinha, CEO, Myntra, in a press briefing.

Walmart-owned Myntra has already been witnessing organic traffic to the tune of 30,000 users from Singapore to its existing platform. Myntra Global will offer over 100 Indian fashion brands and plans to expand to 100,000 items. Products will be shipped from India and will take 4-7 days to arrive. 

10 to 15% of Indian diaspora

The company is eyeing the growing demand for Indian fashion in international markets, starting with Singapore, where it aims to cater to 10-15 per cent of the Indian consumer base. The platform is targeting high-engagement categories such as wedding wear, festive collections, and occasion-specific apparel.

“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,” added Sinha.

Myntra plans to serve the Singapore market by leveraging its existing brand partnerships and technology infrastructure, with products shipped directly from India. There are no immediate plans to set up operations in the country.

Consumer behaviour

On the prospect of entering other international markets, CEO Nandita Sinha said the current priority is to gain insights into consumer behaviour and establish a strong product-market fit before exploring further expansion.

The company is targeting an average order value of ₹2,000 to ₹3,000 as it builds its presence among Indian consumers abroad.

This marks Myntra’s second attempt at international expansion. The platform previously tested the waters in West Asiathrough tie-ups with local e-commerce players, offering a curated selection of brands.

The Bengaluru-based company reported a net profit of ₹31 crore for fiscal year 2024, a significant improvement from the net loss of ₹782 crore in the previous year. Operating revenue grew by 15 per cent to ₹5,122 crore from ₹4,465 crore, per regulatory filings.

Published on May 19, 2025