Myntra Blog

With the ongoing End of Reason Sale (EORS), BEWAKOOF has been dazzling its shoppers with its latest trends. EORS 20 is showcasing an impressive 30 lakh styles across fashion, beauty, home, and lifestyle from over 8,800 leading domestic and international brands. BEWAKOOF has launched its viral Korean pants and chic corsets, which are captivating fashion-forward audiences.

This excitement is also echoed by some of the born-on-internet D2C brands participating in our Myntra Rising Program (MRS), who are making their debut in Myntra’s EORS 20. Myntra Rising Program was launched last year with the objective of providing unparalleled support, expertise, and experience to over 400 D2C brands, helping them skyrocket to success. With Myntra’s support, these brands are unlocking their full potential and scaling up their businesses.

This edition of our marquee fashion extravaganza, End of Reason Sale (EORS), starting 31 May, marks a monumental milestone for Myntra as we celebrate its EORS 20th edition. Over the years, this event has evolved into much more than a fashion-shopping extravaganza. It has become an enabler for the fashion ecosystem in India, creating value for the delivery partners, the brand partners and sellers, and the warehouse employees we work with.

Our milestone 20th edition of the End Of Reason Sale (EORS 20) is starting from the 31st of May. This fashion extravaganza is our biggest edition to date, featuring the best international fashion, beauty, and lifestyle brands and offering customers unmissable deals! Of course, a lot happens behind the scenes to deliver a superlative experience for the customers. 

At Myntra, we seize each day as an opportunity to celebrate our #PassionForFashion, always striving to put our best fashion foot forward. This spirit came alive at our recent Spring-Summer Extravaganza event, where our employees transformed a regular working day into a dazzling fashion spectacle, spotlighting the hottest trends from our Spring-Summer IT list!

The 20th edition of our End of Reason Sale (EORS) is just around the corner. Reflecting on the past editions, EORS stands as a testament to the unwavering commitment of Myntraites to our MAGIC values – Make it Happen, Aim High, Great Together, Integrity, and Customer First. We certainly look back at the event with a lot of pride and gratitude. Pride – as with each passing year, we’ve set industry benchmarks and gratitude towards our dedicated teams, brand partners, and ecosystem partners who have been integral to this remarkable journey. 

Myntra, India’s go-to destination for fashion, beauty, and lifestyle, is excited to announce the launch of the first edition of the Myntra Trend Index. This report goes beyond the surface to reveal the fabric of Indian style as it dives deep into the fashion trends that have resonated with millions of our customers throughout 2024. By analysing data from across the nation, the Myntra Trend Index offers a unique glimpse into the heart of India’s fashion, beauty, and lifestyle preferences.

Over the years, sneakers have emerged as the top choice for fashion-forward individuals across various age demographics. Recognized for their unmatched comfort, versatility, and undeniable flair, sneakers effortlessly elevate the style game. They have also played a central role in mainstream pop culture and fashion trends, fuelling a continuous surge in sneaker collecting among the sneakerheads.

At the core of Myntra’s ethos is a steadfast dedication to sustainability, guiding our actions with purpose and echoing our unwavering commitment to building a sustainable future for all. This commitment is reflected throughout our business operations. From the thoughtful curation of eco-friendly selections as part of our Myntra for Earth platform on the app to ensuring ethical sourcing through partnerships with organizations like Better Cotton and Canopy, embracing a 100% plastic-free approach, as well as equipping two of our fulfillment centers with solar roof panels, sustainability is ingrained in every aspect of our organisation. 

Over the years, sneakers have emerged as the top choice for fashion-forward individuals across various age demographics. Recognized for their unmatched comfort, versatility, and undeniable flair, sneakers effortlessly elevate the style game. They have also played a central role in mainstream pop culture and fashion trends, fuelling a continuous surge in sneaker collecting among the sneakerheads.

In the evolving world of fashion, SNITCH has emerged as a game-changer for the male fashion-forward cohorts. This men’s trend-first brand, with its style ethos, has become synonymous with staying ahead of the curve. As a homegrown direct-to-consumer (D2C) brand, SNITCH has successfully carved its niche with its styles, making it a sought-after choice among GenZs in the country.

Myntra set the stage for a visual feast that blurred the lines between digital ingenuity and high fashion. Adding an extra layer of oomph and glamour, Myntra introduced the Myntra Glammys powered by Grazia, a star-studded awards ceremony that exuded high-octane energy and panache.

Pongal, a harvest festival celebrated with great fervour in the southern parts of India, marks a time of thanksgiving for the bountiful crops. As families come together for Pongal festivities, fashion becomes an important part of these celebrations. To make this festive season truly special for those celebrating, Myntra has curated a ‘Pongal Store’ on the app, featuring some of the most-loved brands offering a fusion of tradition and trends.

Experience seamless shopping at Myntra this festive fashion convenience season with Simpl's 1-Tap Checkout while shopping for fashion.

Fossil Group and Myntra revolutionised India's premium watch market by making timepieces a fashion statement. They plan to continue innovating with brand launches and introducing global jewellery brands.

Meet the remarkable women at Myntra who are key to making Myntra's Big Fashion Festival (BFF) a success with their determination and consumer insight

Festivities kick off with dressing up for them, where fashion takes center stage in these joyous celebrations. Get ready to immerse yourself in the magic, as our annual festive extravaganza, the Myntra's Big Fashion Festival (BFF), is back and it’s about to be absolutely FAB-ulous! It’s THE event where some of the most-loved domestic and international brands, alongside D2C brands, come together to unveil their enchanting festive collections, ensuring that your celebrations are not just special but truly unforgettable.