Myntra’s latest Big Fashion Festival drew more visits, more first-time shoppers from smaller cities and sharp sales jumps for many sellers, according to company figures.
What happened
Myntra’s Big Fashion Festival (BFF) brought in close to twice the orders the platform usually sees on a normal business day, Apparel Resources reported, citing the company. The jump covered D2C brands, international labels and FWD, Myntra’s platform built for Gen Z shoppers. Traffic rose as well, with visits up 25% over the last edition of the sale.
Many sellers had a strong event. Roughly one in four saw their sales double during BFF, and more than 1,350 sellers posted a fivefold rise, according to Apparel Resources. Sports footwear did particularly well, with orders running 3.5 times higher than on ordinary days.
M-Now, Myntra’s quick-commerce service, logged orders more than 2.6 times those of the previous BFF. Shoppers spread their spending across a wide mix of labels over the festival, with CULT, SZN, The Souled Store, Comet, House of Pataudi and RARE RABBIT finding buyers alongside Nike, adidas, Gymshark, H&M, MANGO, GAP, GUESS, NEXT and ALDO.
The background
A large share of the festival’s growth came from shoppers outside the big metros. Myntra saw new customers from non-metro regions climb 74% compared with regular business days, Apparel Resources reported. Guwahati, Dehradun, Bhubaneswar, Jammu and Gorakhpur led the list of fastest-growing non-metro cities for winning new customers.
Eastern India stood out this time. Festive demand from the region ran higher than in the previous BFF, with West Bengal, Assam and Odisha leading the way. Two of the top non-metro cities for new customers, Guwahati and Bhubaneswar, sit in that part of the country.
The sale also came as Myntra keeps widening its seller base. The company has brought 12,000 sellers onto the platform so far in 2026, according to Apparel Resources. The festival figures, from the quarter of sellers who doubled sales to the 1,350-plus who grew fivefold, reflect that expanding pool.
What it means for you
For shoppers, the sale figures point to a wide spread of labels on Myntra, from names such as RARE RABBIT, House of Pataudi and The Souled Store to global brands like MANGO, H&M, Nike and adidas. Those who need an order quickly can look at M-Now, the quick-commerce service that more than doubled its orders over the last BFF. The company has not shared pricing details in these figures, so buyers may want to compare offers across brands before checking out, especially in busy categories like sports footwear.
Shoppers in smaller cities are clearly a growing part of Myntra’s base, with places like Guwahati, Dehradun, Bhubaneswar, Jammu and Gorakhpur leading new sign-ups. With 12,000 new sellers added so far in 2026, first-time buyers may find it useful to check seller ratings, return terms and delivery timelines for their pin code before placing an order.
Spotted a mistake? Write to editorial@fashionaudit.com and we will correct it, with the date of the change.
Sources
- Apparel Resources — Myntra’s Big Fashion Festival Sees Nearly Double Orders for D2C Brands and FWD
