Tier II and III cities are e-commerce powerhouses: Myntra CEO

Myntra to focus on Tier II and III cities: Nandita Sinha, CEO, Myntra, said that the Indian consumer landscape has witnessed a significant surge in tech-savviness in recent years. This shift has led to remarkable growth in the adoption of fashion brands, she noted. Sinha shared that a noteworthy 40 per cent of Myntra's international brands business now originates from Tier II and III cities.

Sinha underscored the pivotal role played by smaller cities and towns in Myntra's strategic vision over the past few years. She highlighted that Tier II cities are currently among the fastest-growing regions in terms of e-commerce adoption. Moreover, she revealed that customers in these cities are embracing a wide array of international brands, reflecting a diverse and thriving consumer base.

Speaking at a session during the fourth edition of The D2C Summit 2023, Sinha shed light on the evolving consumer landscape and the integral part played by Tier II and III cities in the growth of e-commerce, particularly in the fashion sector.

Recent ad campaign gains attention

Myntra Beauty had previously announced its marketing campaign, which centred on its positioning as the ultimate premium and luxury beauty destination. The campaign highlighted how shoppers could discover products that effortlessly catered to individual beauty and personal care needs. It showcased the wide range of offerings available on the platform, including premium and luxury beauty brands that offered an array of high-performing beauty, skincare, and hair care products, among others.

The campaign focused on a satirical ad film that was riveting and centred around makeup. The tagline for the campaign, "Find Your Own Beauty," encapsulated the idea behind the ad film. 

The campaign had been tailored for women who had recognised that a one-size-fits-all approach was not suitable and that customised beauty solutions catering to individual beauty requirements were essential.