60mn urban GenZ consumers actively shopping online: Myntra’s Sunder Balasubramanian

Myntra is betting big on India’s 200 million-strong Gen Z population, recognizing them as the key driver of future e-commerce growth. With changing shopping behaviors, growing financial independence, and a strong influence on household purchases, Gen Z is reshaping the online retail landscape.

At the recently held e4m RetailEX Conference 2025, Sunder Balasubramanian, Chief Marketing Officer (CMO) of Myntra, debunked common myths about Gen Z consumers, emphasizing their rising spending power and digital-first habits. “Today, 60 million Gen Z consumers in urban India are actively shopping online. Five years from now, they will be our core business and our primary growth driver,” he stated.

Despite perceptions of Gen Z being financially constrained, Myntra’s data suggests otherwise. “Thirty percent of Gen Z are already in the workforce, and 69% have some form of side hustle. They are innovative in making money, whether through freelance gigs or becoming influencers. Their ability to spend is far greater than assumed,” Balasubramanian explained.

The Spending Power of Gen Z

Balasubramanian also highlighted that Gen Z is more financially literate than many assume. “This is the most fascinating statistic: 40% of National Stock Exchange (NSE) registered users are Gen Z. They are not just earning; they are actively investing. While they may not be long-term savers, they are financially literate and eager to spend.”

Their influence extends beyond personal shopping habits. “At least 25% of Myntra’s Gross Merchandise Value (GMV) in the lifestyle space is driven by Gen Z buyers. Moreover, they influence 85% of household purchases, particularly in categories like electronics, tech, and fashion. They are the chief decision-makers in their families,” he added.

How Myntra Engages Gen Z

Addressing the misconception that Gen Z has a short attention span, Balasubramanian offered a different perspective. “Low attention span is not their problem; it’s ours. If you engage them with the right content, they will spend hours watching. On YouTube, 15% of their watch time is spent on movies, while 30% is dedicated to creator-led content. They are highly engaged; brands just need to connect with them in the right way.”

To better reach Gen Z, Myntra has shifted its marketing approach. “Traditional advertising methods won’t work. Gen Z relies on peer reviews, not brand claims. Sixty-seven percent of them check online reviews before making a purchase. Their trust lies in what people like them are saying about a product, making ratings and user-generated content more important than ever.”

The Ultimate Glam Clan

Recognizing Gen Z’s preference for authenticity, Myntra introduced the Ultimate Glam Clan, an initiative that allows shoppers to become creators.  Sunder detailed the growing earning potential within this ecosystem, stating, “We launched this in October, and we already have over 400,000 sign-ups. Our top creators are earning anywhere between ₹15,000 to ₹20,000 per month, with an average payout of ₹500 to ₹700 per creator.”

This democratization of influencer earnings ensures that anyone, regardless of follower count, can generate revenue by sharing their fashion choices. The program operates on an affiliate model—creators upload reviews, videos, and images of their Myntra purchases, which are then showcased on the app. If another shopper buys a product after engaging with the creator’s content, the creator earns a commission. “The goal is to empower Gen Z by giving them both visibility and financial incentives. You don’t need millions of followers to earn through us—your style and authenticity matter more,” the CEO said.

AI and Video-Led Shopping Experiences

Video-led experiences have become central to Gen Z’s shopping habits. Myntra’s Forward initiative, an app-in-app feature designed for Gen Z, now hosts over 180,000 videos, featuring influencers and customers showcasing styling tips rather than just brand promotions. “It’s about making shopping feel like an Instagram or YouTube experience—immersive, visual, and personal,” he explained.

Myntra is also leveraging artificial intelligence to reshape product cataloging. “The bottom two images you see in our catalog? Those are 100% AI—no physical shoot involved. This is the future, and we are learning how to scale it,” Sunder revealed.

Changing Shopping Behavior of Gen Z

Gen Z shoppers differ from previous generations in their purchasing patterns. “They buy more frequently than millennials but at lower price points. For instance, a millennial woman shopping for a dress on Myntra would likely spend around ₹1,000, whereas a Gen Z shopper is comfortable at ₹500-600. They prioritize affordability but shop more often, leading to higher transaction volume,” Sunder shared.

Myntra’s strategy is now focused on creating an ecosystem tailored to Gen Z habits. “They value authenticity, transparency, and peer validation. If we get these aspects right, we don’t just capture a market; we build lifelong brand advocates.”

With Gen Z’s purchasing power on the rise, Myntra is positioning itself to align with their evolving expectations. By embracing influencer-driven marketing, AI-powered fashion discovery, and video-led shopping experiences, the platform is ensuring its relevance in the future of online retail. As Sunder aptly put it, “For Myntra, Gen Z isn’t just a consumer group—they are the future.”