Myntra goes global: Online retailer launches first international platform in Singapore; targets Indian diaspora

Indian fashion e-commerce giant Myntra has set its sights on international expansion, beginning with Singapore, where it launched its Myntra Global platform last month to cater to the growing Indian diaspora.Nandita Sinha, CEO of the Bengaluru-based company, said the move marks the beginning of a long-term global ambition. “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,” she said on the sidelines of NRF 25, a major international retail summit held in Singapore from June 3 to 6.The platform is specifically targeting the 6.5 lakh-strong Indian community in Singapore. According to Sinha, Myntra had already noticed a steady stream of organic traffic from Singapore, around 30,000 users monthly, to its Indian website, signalling strong potential in the region.Since its official launch in Singapore on May 19, the brand has seen promising customer engagement, with a healthy average order value and encouraging signs of customer retention.India remains a “key strategic market for global brands,” Sinha noted, adding that domestic players are now rapidly sharpening their offerings. “The new-age insurgent brands are tailoring their value proposition,” she said, highlighting the shifting dynamics of India’s consumer market.Sinha also pointed out that the fashion e-commerce market in India is still underpenetrated, accounting for less than 15% of overall fashion retail, a figure far lower than global standards. This presents a tremendous opportunity, she said.Gen Z shoppers, in particular, remain a core focus for Myntra. She said this generation interacts with fashion in a unique way, seeking trend-led styles, a more personalised browsing experience, and a smooth, hassle-free shopping journey.Looking ahead, Sinha said Myntra aims to solidify its reputation as India’s most-loved lifestyle destination. “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.She added that the modern Indian shopper is increasingly willing to trade up, especially in beauty, accessories and occasion-wear and the e-commerce giant is well-positioned to meet those evolving needs.