Myntra’s Million-Member Creator Army: Gen Z Turns Fashion Into a Social Superpower

Myntra's creator platform, Ultimate Glam Clan (UGC), has reached a milestone of over 1 million sign-ups since it went live in August last year, marking the explosive growth of India's Gen Z-driven creator economy. The platform is disrupting online fashion retailing by empowering regular consumers—especially from non-metro cities—to become content creators and influencers on the Myntra platform.

 

Major Points:

 

Gen Z Paves the Way:

64% of the designers are Gen Z, with a whopping 69% of them being from non-metro areas, indicating Myntra's increasing penetration into Tier II and Tier III cities.

 

Content-Led Commerce:

UGC programme has achieved a 28% better conversion rate for users engaging with creator content compared to regular product listings.

 

Massive Engagement:

16% of Myntra's active monthly users are actively interacting with UGC content. The platform has 75 million active users up to June 2025.

 

Creator Earnings and Growth:
Creators earn approximately ₹900 per month, and the top creators earn up to ₹2 lakh. The active creator base doubled each month, creating over 1 million posts and 4.5 billion views.

 

Technical Personalization:

Myntra is investing in improved creation tools like in-app video, audio, and easy content uploads to improve creators and the shopping experience.

 

India's Vibrant Creator Economy:

The country now has some 2.5 million creators influencing over $300 billion of annual customer spend—a figure that will swell to $1 trillion in the near future, making India the world's fastest-growing creator economy. CEO Nandita Sinha credits the program's success to Gen Z's hunger for authentic content that will resonate with them, as opposed to celebrity endorsements and that "relatability of content—local language, hyperlocal trends—is driving this growth," especially in Bharat (non-metro India). 

 

Source: Hindu BusinessLine, Fortune India, Economic Times, FashionNetwork, ETRetail