NEW DELHI: Myntra, India's leading fashion and lifestyle e-commerce platform, has officially launched its international operations with the introduction of Myntra Global in Singapore. This strategic move aims to cater to the approximately 650,000-strong Indian diaspora residing in the city-state, offering a curated selection of Indian fashion and lifestyle products.

Expansion Strategy and Offerings

The Singapore launch marks Myntra's first direct-to-consumer expansion outside India. The platform will feature over 35,000 styles from more than 100 Indian brands, including popular names such as Aurelia, Global Desi, Libas, Rustorange, Mochi, W, The Label Life, House of Pataudi, Chumbak, Anouk, Bombay Dyeing, Rare Rabbit, and Nasher Miles. These offerings span categories like apparel, footwear, home decor, and accessories, with plans to expand the selection to 100,000 items in the near future.

Products will be shipped directly from India, with delivery times ranging from 4 to 7 days, facilitated through third-party cross-border logistics services. While the platform will be accessible via mobile web and desktop, Myntra has opted not to establish local warehousing or operations in Singapore at this stage. This approach aims to streamline logistics and maintain cost-effectiveness.

Target Market and Growth Potential

The decision to launch in Singapore was driven by Myntra's observation of significant organic traffic from the region, with approximately 30,000 users visiting its platform monthly. The company aims to reach 12–15% of the Indian consumer base in Singapore, capitalizing on cultural occasions such as festivals, weddings, and special events that drive demand for ethnic wear and home decor.

Technological Infrastructure and Future Plans

Myntra's robust technological infrastructure will support the seamless online shopping experience for international customers. The company plans to leverage this launch as an opportunity to understand consumer preferences and product-market fit before considering expansion into other international markets. Pricing of products will be determined by individual brands, with customers bearing any applicable cross-border duties and shipping costs. 

Financial Performance and Strategic Vision

The international expansion comes on the heels of Myntra's first profitable year, reporting a net profit of ?30.9 crore for the fiscal year 2023–24, a significant turnaround from a loss of ?782.4 crore in the previous year. This financial stability positions Myntra to pursue its global ambitions and scale operations effectively. 

Looking ahead, Myntra envisions leveraging its expertise in serving customers at scale and the exceptional offerings from its brand partners to delight Indian consumers abroad, keeping them connected to their roots in style. The company remains focused on building and scaling the platform to cater to Singapore seamlessly while propelling the growth of its brand partners