Myntra has introduced Glamstream, a content-driven, shoppable platform designed to merge entertainment, fashion discovery, and seamless shopping. The initiative aims to meet the evolving content consumption and commerce habits of Gen Z and millennial shoppers in India by bringing community, creativity, and commerce onto one integrated screen.
In its launch phase, Glamstream features over 500 hours of lifestyle content, including 15 Myntra exclusives and more than 4,000 episodes of shared streams. The platform showcases a diverse mix of genres-music videos, travelogues, beauty tutorials, styling segments, podcasts, fictional stories, and wedding vlogs-all with embedded product discovery. Viewers can explore and shop directly from the content, thanks to interactive product trays enabling a two-step checkout.
The platform is star-studded, featuring 100+ well-known personalities including Badshah, Vijay Deverakonda, Tabu, Zeenat Aman, Raveena Tandon, Tamannaah Bhatia, Khushi Kapoor, and Malaika Arora, as well as creators from the OTT and digital spaces.
Glamstream also integrates with Myntra’s Ultimate Glam Clan (UGC), a creator-led community launched in August 2024. With over 1 million registered creators and 4.5 billion post views, UGC plays a pivotal role in Myntra’s content commerce strategy, merging peer-driven content with influencer storytelling.
Accessible via the Myntra app through a floating action button, Glamstream represents the next phase in social commerce.
“Fashion discovery is increasingly shaped by social feeds and cultural moments. With Glamstream, we’re making that inspiration instantly actionable,” said Sunder Balasubramanian, CMO, Myntra.
“We’ve built an experience that’s intuitive and immersive, enabling discovery through every tap and swipe,” added Lakshminarayan Swaminathan, VP – Product Management & Design, Myntra.
