Myntra has positioned itself as a trailblazer in India, becoming the preferred partner for international brands seeking a foothold in the country’s burgeoning market. The rise of the middle and upper-middle class, coupled with the growth of India’s affluent base, has created a lucrative market. Myntra has added around 50 international brands in the past year alone, expanding its portfolio to meet the demand. Myntra’s strategy revolves around having the widest base of premium fashion customers and amplifying each brand’s story in India through brand building, leveraging data, and offering a true omnichannel experience. They also focus on providing a seamless shopping experience and using data-driven decision making to align their offerings with consumer preferences and trends effectively.