Emerging Brands Leverage Myntra Platform to Scale Across India

When Amandeep Singh founded children’s clothing label Superminis in 2019, his goal was to provide soft, comfortable options for parents. By 2022, the brand joined Myntra, an e-commerce platform that has since become a primary driver for its national expansion.

Expanding Reach Through E-commerce

Myntra’s current Big Fashion Festival (BFF) showcases 21,000 emerging brands, with 13,000 participating for the first time. The event offers access to over 80 million monthly active users, along with technology and creator networks. For many small labels, this infrastructure provides a bridge to customers beyond local markets.

Singh notes that Myntra provides category insights and feedback that guide product assortment and brand strategy. During major promotional periods like the Big Fashion Festival and the End of Reason Sale, Superminis reports sales increases of 1.2 to 1.5 times compared to standard business days. During Rakhi 2025, the brand’s ethnic wear sales on the platform surpassed its total revenue from the previous month.

Data-Driven Decision Making

Other brands are using the platform’s tools to refine their operations. Nayam by Lakshita, which joined Myntra in September 2023, utilizes the company’s Partner Portal to analyze performance metrics. Managing Director Suneet Kharbanda says the data helps the team adjust product design and visibility based on shopping trends. Kharbanda adds that the platform’s customer base is highly research-oriented, prioritizing fabric quality, fit, and value, which pushes the brand to maintain specific standards.

Broadstar, another participant, began by focusing on women’s western wear, further illustrating how diverse labels are integrating platform analytics into their collection planning. By combining industry experience with shopping behavior data, these companies are scaling their operations and reaching broader demographics.