Tier-Two Turns Trendy: Myntra’s Festive Sale Finds 2 Million New Fans

India’s festive fashion appetite is booming, and Myntra’s latest Big Fashion Festival proved just that. The Flipkart-owned fashion platform added 2 million new customers during the sale, which ended on October 5, 2025. The surge was powered by shoppers from tier-two and tier-three cities, who accounted for a whopping 70 percent of total orders.

Key highlights from the sale:

- Non-metro cities dominate demand  
  Cities like Jaipur, Lucknow, Indore, Faridabad, Coimbatore, and Vijayawada emerged as high-traction hubs, reflecting the growing fashion influence of regional India

- Ethnic wear leads the charge  
  Ethnic wear demand rose 2.5 times compared to usual levels, with sarees, lehengas, kurtas, and fusion wear topping the charts. Men’s occasion wear also saw a 2.2x spike

- Gen-Z fashion doubles in demand  
  Myntra’s Gen-Z-focused platform FWD witnessed a twofold increase in demand, driven by brands like Freakins, SZN, Bonkers Corner, and Lulu and Sky

- Premium and international brands shine  
  Labels such as Calvin Klein, Levi’s, H&M, and Mango saw sharp growth. Myntra Luxe recorded an 80 percent year-on-year increase, boosted by celebrity-led festive collections

- Jewellery and gifting essentials sparkle  
  The jewellery category grew over 80 percent, while watches and kidswear also saw strong festive traction

- Hyper-speed delivery and employment boost  
  Myntra’s M-Now service ensured faster deliveries with over 1 lakh trend-first SKUs. The festive season created more than 11,000 jobs, with 30 percent of warehouse roles filled by women

- GST reforms fuel spending  
  Recent GST changes allowed brands to pass on savings early, encouraging higher festive consumption across categories

Myntra’s Big Fashion Festival 2025 not only captured the pulse of festive fashion but also showcased how digital platforms are reshaping retail in India’s heartland

Sources: Business Standard, Deccan Herald, Indian Retailer