Myntra Goes Global: Debuts in Singapore to Tap Indian Diaspora

Myntra, an online clothes retailer, has launched Myntra Global, its first direct-to-consumer venture outside of India, to enter the global market. In an attempt to reach the 650,000-person Indian diaspora abroad, the Walmart-owned company is expanding into Singapore.

It would provide its clients across the nation with a smooth and hassle-free purchasing experience in addition to hand-picked, trendy Indian fashion styles. Over the next few years, Myntra Global, which is part of the company's larger expansion strategy, will allow it to reach new client segments and strengthen its global brand affinity.

With a solid 18-year history of serving fashion-forward consumers, Myntra has already seen a significant increase in organic traffic, with 30,000 users from Singapore using its current platform.

Myntra Trying Mimic its India’s Success Story in Singapore

Prior to contemplating wider expansion, the corporation seeks to comprehend consumer preferences, selection dynamics, and brand traction. Reaching 12–15% of Singapore's Indian customer base is one of the initial objectives.

Myntra's chief executive officer, Nandita Sinha, stated that the company is utilising its portfolio of Indian fashion and home décor brands to capitalise on opportunities related to festivals, weddings, and other events.

 The company's current priorities include learning, achieving the ideal product-market fit, and then growing. According to Myntra, the foundation for offering a flawless online shopping experience on Myntra Global would be its robust technological capabilities in creating a platform of scale.

Myntra Global will use third-party cross-border logistics services to deliver orders in four to seven days on average, and it will be accessible on desktops and mobile web.

Myntra’s Business Strategies for Singapore Market

About 35,000 pieces from 100 companies in a variety of categories, including clothing, accessories, footwear, and home goods, are being brought to Singapore by Myntra.

To start, a variety of labels have been made available, including Aurelia, Global Desi, AND, Libas, Rustorange, Mochi, W, The Label Life, Chumbak, Anouk, Bombay Dyeing, Rare Rabbit, and Nasher Miles. According to Myntra, this action will support the expansion of Indian fashion businesses and enable them to expand outside of India, in keeping with the government's goal of introducing made-in-India goods to the world market.

With Myntra's proficiency in providing large-scale customer service and the outstanding products from some of the most cherished brands, Sinha added, it is certain that Myntra Global would satisfy Indians residing overseas and maintain their ties to their heritage in a fashionable manner.

In order to smoothly serve Singapore, the company will also keep developing and expanding the platform, she added, which will help our brand partners grow.

In order to reach the Middle Eastern market, Myntra teamed up with the e-commerce sites Noon and Namshi of the UAE-based conglomerate Emaar Group in 2020. With an emphasis on leisure and casual clothing, it introduced Myntra Fashion Brands, which offers carefully chosen collections of its private brands on both platforms.