Myntra, one of India’s leading fashion and lifestyle platforms, has launched Glamstream, a cutting-edge shoppable content experience that brings together fashion inspiration, celebrity-led storytelling, and seamless commerce. Aimed at India’s young, digitally-savvy consumers, Glamstream is designed to transform passive content consumption into active fashion discovery and purchase.
What Is Glamstream?
Glamstream is a content-first, commerce-integrated platform that offers a rich mix of entertainment and lifestyle inspiration. Embedded directly in the Myntra app, Glamstream merges content, community, and commerce in a way that aligns with the evolving shopping behaviours of Gen Z and millennial users. It’s not just about browsing—it’s about discovering trends, getting inspired, and shopping in real-time.
Phase One: A Deep Dive into the Experience
In its initial rollout, Glamstream offers:
- 500+ hours of fashion-forward content
- 15 Myntra exclusives
- 4,000+ episodes of shared streams
- Appearances by 100+ celebrities including Badshah, Vijay Deverakonda, Tabu, Zeenat Aman, Tamannaah Bhatia, and Khushi Kapoor
- A diverse content slate covering music videos, travel and wedding vlogs, podcasts, fictional series, styling tutorials, and beauty shows
Each video is built with integrated product discovery—allowing users to explore and purchase featured items directly through interactive product trays. With just two taps, viewers can add products to their cart while staying immersed in the content.
Also Read: Dexogrow Launches Campaign to Empower Parents on Children’s Mental Growth
Community-Driven, Creator-Led Content
Glamstream also leverages content from the Ultimate Glam Clan (UGC)—Myntra’s massive shopper-creator ecosystem with over 1 million registered creators and more than 4.5 billion post views. UGC, launched in August 2024, is central to Myntra’s content commerce strategy, blending authentic user-generated content with influencer and celebrity-led stories.
A Tech-First Approach to Seamless Discovery
The platform uses advanced video infrastructure, intelligent product tagging, and real-time rendering to deliver a fluid and intuitive experience. A floating action button on the Myntra app homepage makes Glamstream content easily accessible with one tap.
Myntra CMO speaks:
“Fashion discovery today is increasingly driven by social feeds and cultural influence — yet much of that inspiration remains disconnected from the path to purchase,” says Sunder Balasubramanian, CMO, Myntra. “With Glamstream, we’re reimagining commerce as a content-first experience — seamlessly bringing together authentic inspiration, entertainment, and instant access.”
VP of Product Management & Design ay Myntra added:
“Our focus has been to ensure that every tap, swipe, and scroll feels intuitive — enabling instant access for every inspiration,” adds Lakshminarayan Swaminathan
Glamstream: The Future of Fashion Commerce
With Glamstream, Myntra is not just reacting to the changing landscape of e-commerce—it’s actively shaping it. By blending influencer culture, immersive content, and seamless shopping, the platform sets a new benchmark in content-led commerce. For today’s consumer, especially Gen Z, Glamstream offers more than a transaction—it offers an experience.
As shopping habits evolve, so must the platforms that serve them. Glamstream is Myntra’s bold step into the future, one where storytelling, technology, and fashion intersect to create a truly inspiring and shoppable digital journey.
