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Desi Style Takes Flight: Myntra Targets Singapore’s Indian Diaspora With Global Launch

Updated: May 19, 2025 17:43

Image Source: Apparel Resources
Myntra, India's premier fashion e-commerce website, has formally launched Myntra Global in Singapore, its inaugural direct international expansion and targeting directly Singapore's cosmopolitan Indian diaspora numbering over 650,000. The move is strategic in that it aims at bridging overseas Indians with domestic fashion, as well as creating global brand value for Indian brands.
 
Key Highlights:
  • Target Audience: The campaign targets the large Indian population in Singapore, who already drive around 30,000 visits per month on Myntra's Indian website, reflecting high organic demand for Indian lifestyle and fashion products.
  • Extensive Choices: Myntra Global, at its launch, has in store more than 35,000 designs of products from over 100 Indian brands such as Aurelia, Global Desi, House of Pataudi, Bombay Dyeing, Rare Rabbit, and numerous others. Products range across apparel, footwear, home décor, and accessories.
  • Seamless Delivery: Myntra Global orders are shipped directly from India, with delivery taking an average of 4–7 days, facilitated by third-party cross-border logistics providers. Shipping and import charges are paid by customers, while prices are determined by standalone brands.
  • Strategic Strategy: In contrast to conventional overseas expansions, Myntra is not opening local offices or warehouses in Singapore. It uses its strong tech and logistics infrastructure to pilot market fit and consumer preferences before wider expansion.
  • Vision for Growth: CEO Nandita Sinha stressed that Myntra Global is not an export business, but one of providing a complete Myntra experience-selections, service, storytelling to the diaspora directly, particularly for festivals, weddings, and special occasions.
With Singapore's e-commerce market set to grow to $11 billion in 2025, Myntra's foray is set to change the way Indian fashion finds its way to global consumers.
 
Source: Deccan Herald, Business Standard, Fortune India, Financial Express, UNI India, New Indian Express

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