Flipkart-owned fashion platform Myntra has officially expanded its operations beyond India by initiating international shipping, starting with Singapore. This marks a significant milestone for the company as it taps into the thriving e-commerce demand of the Indian diaspora abroad. With a target to reach 12-15% of the 6.04 million Indian consumers residing in Singapore, Myntra’s move comes at a time when demand for ethnic and occasion-based fashion wear is soaring during festivals, weddings, and cultural gatherings. CEO Nandita Sinha emphasized during a virtual press conference that there is a strong preference among Indian-origin consumers for authentic Indian fashion, which the platform is ready to meet through its curated offerings.

Surging Global Interest Prompts Expansion Plans

Myntra has been quietly observing international interest for some time, with about 10–15% of its web traffic originating from foreign markets, including significant activity from Singapore. Currently, around 30,000 users from Singapore visit the Myntra India platform monthly, signaling latent demand for Indian fashion overseas. The company plans to initially offer over 100 homegrown brands, with ambitions to scale to 100,000 listed items. This curated collection will cater to diverse preferences—from traditional attire to contemporary fusion wear—directly shipped from India within a delivery window of 4–7 days.

Tapping Into a Booming E-Commerce Hub

Singapore is among the most digitally mature economies in Southeast Asia, with a projected e-commerce market value of $11 billion by 2025. According to the International Trade Administration, e-commerce sales in the country reached $8.2 billion in 2022 and are growing rapidly. Fashion is one of the leading categories alongside electronics, household goods, and cosmetics. With a tech-savvy population of over 6 million and 3.5 million active e-commerce users, Singapore offers fertile ground for Myntra’s global ambitions, especially with its robust logistics and payment infrastructure.

No Local Operations, Purely Digital Footprint for Now

Unlike some global players that establish local warehousing or operations, Myntra is sticking to a lean cross-border model for now. The company will leverage existing technology and brand relationships to ship products from India directly to Singapore. This helps keep operational costs low while testing the international waters. Nandita Sinha added that the focus currently is on studying user behavior and understanding product-market fit in Singapore before considering further expansion. There are no immediate plans for physical presence or offices in overseas markets at this stage.

A Step Towards Building a Global Indian Fashion Empire

Myntra’s international foray is not just a shipping update—it signals a broader ambition to become the face of Indian fashion globally. As Indian culture continues to influence fashion trends around the world, this move positions Myntra to serve millions who seek to stay rooted in their traditions while living abroad. With digital-first strategies, data-backed insights, and a vast catalog of uniquely Indian styles, Myntra could become a formidable player in global ethnic fashion retail. If successful in Singapore, this playbook might soon be rolled out to other diaspora-rich regions like the Middle East, the US, and the UK.

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Source : livemint.com