What if shopping wasn’t just about browsing catalogs or chasing sales, but about getting inspired mid-scroll while vibing to your favourite song or catching a bite-sized celebrity vlog? That’s exactly the experience Myntra is curating with ‘Glamstream’– its newest content-commerce innovation that marries fashion, entertainment, and instant purchase.
From music videos and beauty shows to celeb-studded streams featuring the likes of Badshah, Zeenat Aman, and Vijay Deverakonda, Glamstream is designed to bring binge-worthy content and shopping together under one roof. It’s not just a makeover of the online shopping experience- it’s a full-blown, interactive lifestyle feed that turns inspiration into instant gratification, all without leaving the app.
Unpacking the vision behind this bold move, Sunder Balasubramanian, Chief Marketing Officer (CMO) at Myntra, shed light on how Glamstream is rooted in changing consumer behaviour.
“What we’re truly excited about is the launch of Myntra Glamstream- a one-of-a-kind shoppable lifestyle content destination. At its core, Glamstream is about bringing content and commerce together,” he said, in a conversation with Marketing Mind, elaborating on the evolution from static product discovery to a content-first, entertainment-led shopping journey.
Elevating its content-commerce strategy a notch higher, Myntra recently announced the launch of ‘Glamstream’, a one-of-its-kind shoppable lifestyle content destination – seamlessly blending entertainment, fashion inspiration and purchase. Built at the intersection of content, community, and commerce, Glamstream reflects 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 4,000+ 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. The bite-size binge-worthy premium content repertoire includes music videos, travel, wedding and more vlogs, styling and beauty shows, podcasts, fictional shows and much more – all integrated with seamless product discovery.
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.
Leading the charge in this industry-first innovation, Myntra has partnered with music label 0075 Pentertainment as the official fashion partner for the track – “Jordan” by Badshah.
As per Myntra, the song marks India’s first shoppable multi-brand music video and showcases 17 curated looks, all available on Myntra. Fans can catch a sneak peek on Myntra Glamstream and instantly shop the looks, reinforcing Myntra’s position as the go-to destination for celebrity and influencer-led lifestyle content.
“Over the past few years, we’ve observed a shift in consumer behavior- fashion and beauty shopping have moved beyond traditional catalog-based browsing to being driven by content. Today, it’s the content you see on social media, celebrity looks, influencer styles, or even outfits worn by friends, that sparks inspiration,” Balasubramanian said.
However, while discovery was happening on one platform and purchases on another, there was a gap. With Glamstream, the aim is to bridge that gap – enabling discovery and purchase to happen seamlessly in one place, powered by content.
“Our journey began a couple of years ago with short-form influencer videos on the platform. Today, we have around 1,50,000 influencer videos, which have seen significant traction, especially with Gen Z audiences. Through our work with Gen Z, we understood that relatability is a key theme – they want to see what people like them are buying and wearing,” Balasubramanian said.
“In response, we launched the Ultimate Glam Clan, where every Myntra shopper could upload a video or static image of their purchase along with a review. This initiative, which kicked off in August last year, saw an overwhelming response with over a million people signing up to participate. Now, building on those learnings, we’re ready to scale things up significantly. Alongside influencer and user-generated content, we’re introducing 500 hours of celebrity-based content. The combination of these three content formats – influencer, user-generated, and celebrity – forms the full-stack experience that defines Myntra Glamstream,” he added.
Balasubramanian also pointed out that they are currently in phase one of this journey, where the focus is on putting out content that influencers, celebrities, and users genuinely want to create and share on their own.
“The aim is to build this as a habit first. Phase two will involve exploring how we can collaborate with our brand partners across the country to unlock even more goodness on our app through Myntra Glamstream. But that’s something for later, not at this point,” he added.
Having consistently led the fashion e-commerce space, Myntra is now reimagining the future of commerce in India through this content-led innovation. Speaking on what this shift signifies for the brand’s broader marketing strategy, Balasubramanian emphasised that at the heart of this feature lies the future of shopping itself.
“We’ve observed a clear shift from catalog shopping to content-based shopping, and that’s precisely the consumer behaviour we believe needs to be cultivated in the country. It doesn’t exist today, but as the leading fashion, beauty, and lifestyle e-commerce player, we believe we have what it takes to build this behavior and create the ecosystem for what is called social commerce, where content and commerce come together, because that is the future of shopping,” he added.
When asked about the introduction of 500 hours of content on the Myntra app and the role it plays in driving user engagement, retention, and ultimately, conversions, Balasubramanian mentioned that those are the key metrics they are tracking- engagement and conversion.
Furthermore, he went on to say, “Our aim is to increase engagement by at least 15% through a combination of influencer content, user-generated content, and set-up content. On the conversion front, based on what we’ve observed over the past year, users who engage with this content see a conversion lift of over 20%. As engagement and conversion both rise, our larger goal is to achieve a 2x increase in revenue driven by content-based commerce.”
When asked whether Myntra views this content as a performance lever, a brand affinity driver, or both, and how success would be measured in either case, he explained that it’s clearly a full-funnel approach. The focus is on bringing inspiration and shopping together, seamlessly merging aspiration with action.
As such, success will be measured both in terms of building brand affinity through engagement metrics and driving purchases through conversion metrics.
Balasubramanian emphasised how Myntra plans to strike a balance between the new content and advertising within this model, without compromising the user experience.
“The guardrail for this is going to be engagement. At the end of the day, we want people to be more engaged with us and to shop more with us. If either of these is compromised, we’ll make the necessary changes. Our belief in this approach stems from the success we’ve seen over the past couple of years- whether it’s influencer videos, shop videos, or shopper content, each of these has worked well for us and gives us the conviction that this too will scale,” he said.
“That said, it’s important to maintain a balance, which is why, from an app perspective, we’ll be experimenting with different formats and placements to see where users interact most with this content. Some of it will appear on the homepage, some on a floating bar that users can click to access the space, and some will be integrated throughout the shopping journey- as users search, browse, and shop. We’ll continue experimenting, gather insights, and scale accordingly,” he added.
When asked how Myntra plans to ensure content discovery and relevance amid the high volume of content on the platform, and whether AI or personalisation engines will play a role in surfacing content and offers to users, he explained, “At the end of the day, what you see versus what I see has to be different, we each have our own outlook on fashion and beauty. Naturally, the kind of content that resonates with you might not be the same as what resonates with me. With 70 million monthly active users on Myntra, spanning a demographically diverse mix- male and female, metro and non-metro, Gen Z and millennials- all these segments coexist on the platform.”
“So, from a tech perspective, a key focus is on personalising content for each user. As we roll this out, we’ll gain insights into where engagement is higher and how to further strengthen that personalisation engine- AI will be a key enabler in powering this effort,” he added.
