Indian designs and patterns are quick sellers the people over there are mostly of Indian origin and are fashion conscious. Around 90% of the population in UAE has access to the internet and Myntra’s casualwear fashion would be a big hit among the Millenial and GenZ population.

“Our research teams have identified many high-growth potential channels across the globe. Among these, the majority of growth channels identified were from the Middle East and Southeast Asian markets, primarily due to similar fashion preferences and large Indian migrant population,” said Amar Nagaram, CEO of Myntra.

Amidst the lockdown, Myntra sold more than 10 million products in their June month sale. The company has also launched new casual collections that are selling hot in this lockdown. The user-friendly website and cost-effective collections serve as the brand’s success mantra. With working from home becoming the new normal, comfort wear categories like T-shirts and tops are the major buys followed by dresses, jeans and shirts,” said Amar Nagaram.

Myntra is now all set to initiate campaigns with Namshi and Noon marking their entry in the Middle Eastern Market. The company has planned to launch a celebrity-driven advertisement with Bollywood actor, Hrithik Roshan and his brand HRX.

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Commenting on the international expansion, Myntra CEO Amar Nagaram, said, “Our research identified high levels of potential channels across the globe offering significant opportunities in the online fashion segment. Amongst these, the Middle East stood out in terms of the audience’s demographic profile, extremely high mobile penetration, the similarity in fashion preferences and a large population of Indian origin. We are looking forward to a 5X growth from the partnership over the next two years.”

Noon is a horizontal ecommerce platform that hosts products across categories, while Namshi is a vertical ecommerce platform that primarily focuses on fashion in the premium segment. The expansion will be facilitated by Myntra’s latest partnership with Emaar Group-owned regional ecommerce platform Noon and Namshi that will host Myntra Fashion brand on their website.

The ecommerce emphasised Myntra will be largely focusing on the casual wear category, which forms a major portion of its business in the domestic market. The company also believes that the casual wear category is one of the major trends at the moment with the pandemic. Over 75% of the styles being exported by Myntra to these markets are developed in India.

These brands and styles were chosen based on regional trends and consumer preferences. The brands that have been launched on Noon are Dressberry, Mast & Harbour, Moda Rapido, Here & Now, Sztori and HRX, while Namshi will list Dressberry, Mast & Harbour, Wrogn and HRX over the next few weeks.

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