Over 1 Million Creators Join Myntra’s Ultimate Glam Clan
Online fashion giant Myntra has hit a major milestone with over 1 million content creators signing up for its shopper-led creator initiative, the Ultimate Glam Clan, CEO Nandita Sinha revealed in a recent interview with ET.
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The programme, launched in August last year, aims to tap into the booming creator economy by enabling users to produce engaging content centered around Myntra’s products. “The creator economy has revolutionised the way communication is happening to cater to different user bases,” Sinha said. She added that Myntra is particularly focused on the Gen Z demographic, which currently consists of around 100 million online fashion shoppers and is projected to grow to 250 million within the next three to four years. “We are looking at video content to fuel the shopping journey of Gen Z shoppers,” she explained.
According to Sinha, 16% of Myntra’s monthly active users interact with content from the Ultimate Glam Clan. Those engaging with social content, including the creator programme, show a 28% higher conversion rate compared to others. Myntra’s platform logged 75 million users in June 2025, highlighting the brand’s significant reach in India’s fashion e-commerce sector.
The Ultimate Glam Clan allows registered users to become content creators, giving them the tools to showcase products and influence purchase decisions on the platform. Myntra has also been innovating in video commerce with Myntra Minis, a short-video platform launched in 2023, designed to complement the growing demand for interactive video shopping experiences.
This move aligns with broader industry trends as major players like Flipkart and Amazon intensify their focus on creator-driven content commerce. Flipkart recently launched ‘Creator Cities’ — dedicated production studios in Mumbai, Bengaluru, and Gurugram — to support its affiliated content creators. Similarly, Amazon has been investing in live commerce and user-generated content to boost sales on its app.
As the competition heats up, Myntra’s success with the Ultimate Glam Clan signals the growing importance of content creators in shaping the future of online fashion retail in India.
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