Fashion e-commerce platform Myntra has made a move in content-driven commerce by launching Glamstream, an online destination that aligns entertainment, lifestyle discovery, and shopping into a single experiential offering. Designed to capture the behaviours of today’s Indian consumers—especially Gen Z—Glamstream is aimed providing users with a curated, feed-based experience where each piece of content can directly translate to a purchase.
In Glamstream, users start with content—whether music videos, travel blogs, or makeup tutorials—and interact with click-through product trays contained within each video, with purchases facilitated in two clicks. The content-driven methodology is intended to drive fashion discovery more like streaming media than catalog browsing.
At launch, Glamstream will have more than 500 hours of high-quality content, including 4,000+ episodes of co-viewed streams and 15 Myntra exclusives. The offerings include more than 100 top Bollywood and creator economy personalities, as well as OTT stars, such as Badshah, Vijay Deverakonda, Tabu, Zeenat Aman, Raveena Tandon, Tamannaah Bhatia, Khushi Kapoor, and Malaika Arora—offering short-form content across categories like styling, music, beauty, weddings, travel, and fictional shows.
Such content is supported by Ultimate Glam Clan (UGC)—Myntra’s community of shopper-creators that was introduced in August 2024. Now a major content-commerce pillar for the company, the UGC community has more than 1 million creators and has gained 4.5 billion post views.
Sunder Balasubramanian, Chief Marketing Officer at Myntra said that today’s fashion discovery is heavily influenced by social media and cultural cues, yet it often remains detached from the actual shopping journey. He added that Glamstream is their response to this gap, and they’re transforming shopping into a content-first, inspiration-led journey that delivers both immediacy and authenticity—an experience tailored for today’s digital-native consumers.
Lakshminarayan Swaminathan, Vice President of Product Management & Design at Myntra, further said that they’ve engineered Glamstream as an immersive, app-native experience using advanced video infrastructure, smart tagging, and real-time rendering. The goal is to make every swipe and tap intuitive and meaningful—bringing product discovery to users in the most natural, entertaining way possible.
Accessible through a standout floating action button on the home page of the Myntra app, Glamstream leverages the company’s previous achievements such as M-Studio and Minis.
The product launch coincides with a thriving creator economy in India, valued in a recent BCG report at more than US $ 300 billion in yearly spend, with the potential to exceed the US $ 1 trillion mark within a few years. Glamstream, by its very nature, provides a focused platform to this momentum—where video, influencers, and shopping meet.
In the future, Myntra will release new features such as AI-powered product recommendations and tailored content feeds. Additionally, the company will release creator storefronts—providing influencers with their own branded spaces on the platform—to further facilitate product discovery and community building.
