Myntra expands its content-to-commerce vision with Glamstream

Elevating its content-commerce strategy a notch higher, Myntra has announced the launch of Glamstream, reflecting how today’s young India likes to shop: entertainment built into their feed and instant access to what inspires them.

In its first phase, Glamstream will bring over 500 hours of content, including 15 Myntra exclusives and 4000+ episodes of shared streams. These streams will feature 100+ celebrities such as Badshah, Vijay Deverekonda, Tabu, Zeenat Aman, Raveena Tandon, Tammanah Bhatia, Khushi Kapoor, Malaika Arora and other well-known faces from Bollywood, OTT and the digital creator ecosystem.

Complementing the celeb content and integrated in Glamstream, is content from Ultimate Glam Clan (UGC)- Myntra’s thriving shopper-creator community, with over 1 million registered creators and 4.5 billion post views. Launched in August 2024, UGC is now a significant pillar of Myntra’s next-gen content commerce playbook.

Unlike traditional shopping flows, Glamstream starts with content, brings entertainment-led discovery and embeds commerce within it. Every content piece includes interactive product trays that allow viewers to shop featured and relevant items in just two steps — from video to product detail to cart. The experience is housed on the Myntra app and accessible via a prominent floating action button on the homepage.

“Fashion discovery today is increasingly driven by social feeds and cultural influence — yet much of that inspiration remains disconnected from the path to purchase. At Myntra, we believe there’s a better way and have consistently innovated to drive inspiration-led fashion discovery. What’s more, today’s consumers, especially Gen Z, also heavily rely on authentic, relatable content — user reviews and real imagery — before making purchase decisions. With Glamstream, we’re reimagining commerce as a content-first experience — seamlessly bringing together authentic inspiration, entertainment, and instant access. As pioneers in this space, we are not just responding to how shopping is evolving — we are helping define its future by continuously exploring the new possibilities,” said Sunder Balasubramanian, CMO, Myntra.

“Glamstream is transforming how users experience fashion. As a feature deeply embedded in our app, it leverages advanced video infrastructure, intelligent product tagging and real-time rendering to deliver a seamless, immersive shopping journey. Our focus has been to ensure that every tap, swipe and scroll feels intuitive — enabling instant access for every inspiration. This is technology enabling discovery at its most natural and engaging form,” said Lakshminarayan Swaminathan, Vice President, Product Management & Design, Myntra.

According to a recent BCG report, India’s creator economy is thriving—already influencing over $300B in annual spending, with projections to surpass $1T in the coming years. Glamstream offers a dedicated destination for this momentum—where content meets commerce, and shopping becomes as entertaining as streaming.