Imagine if shopping wasn’t just about browsing catalogs or chasing discounts — but more like watching a cool video, vibing to a hit song, or catching your favorite celebrity talk fashion — and buying what you love right then and there.
That’s exactly what Myntra is doing with ‘Glamstream’, its new content-led shopping feature that mixes fashion, entertainment, and instant shopping — all inside the Myntra app.
You’ll now see:
- Celebrity-led videos (featuring Badshah, Zeenat Aman, Vijay Deverakonda, and more)
- Music videos, vlogs, fashion shows, podcasts
- Over 500 hours of content and 4,000+ episodes in the first phase
- Shoppable looks in every video – just tap and buy
It’s no longer about just scrolling products. With Glamstream, shopping starts with inspiration and entertainment, and ends with a few simple taps to buy what you like.
Why Myntra Created Glamstream
Sunder Balasubramanian, Myntra’s Chief Marketing Officer, says young people shop based on what they see on social media, influencers, or celebrity styles, not catalogs. So, Myntra decided to combine content and shopping in one smooth experience.
Here’s how they built up to this idea:
- They already had 1.5 lakh influencer videos on the app
- Launched the Ultimate Glam Clan, where users could share their own videos/reviews
- Saw massive interest – over 1 million users joined
- Now added celebrity content to complete the full experience
How It Works
- The content appears via a floating button on the app or during browsing
- Each video has interactive shopping trays – tap, view, add to cart
- It’s designed to boost engagement and double the revenue from content-driven shopping
- Personalisation with AI ensures every user sees content that matches their style
What’s Next?
This is just Phase 1. Next, Myntra plans to involve brand partners and expand the experience further. But for now, the focus is on building a habit where users come for content and stay to shop.
In Summary
Myntra’s Glamstream is like Instagram + Netflix + Online Shopping – all in one app. It’s designed for Gen Z and millennial users who want fun, relatable, and quick shopping experiences inspired by what they see and love.
