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Fashion ecommerce giant Myntra has entered the international market with the launch of Myntra Global, a direct-to-consumer storefront starting in Singapore. This marks the first time the Walmart-owned platform has ventured outside India under its own brand, and signals a strategic bet on the fashion preferences of the Indian diaspora.
With an estimated 650,000 Indians living in Singapore, the company is targeting a digitally savvy audience already inclined toward Indian brands.
The new platform, accessible via mobile web and desktop, will offer 35,000 styles from over 100 Indian brands, including Aurelia, Libas, Anouk, Global Desi, Chumbak, Rare Rabbit, Nasher Miles and Bombay Dyeing.
Delivery times
Shipping will be handled by third-party cross-border logistics providers, with delivery timelines ranging between four to seven days. The company said this foray is intended to build long-term international brand affinity for Indian fashion, starting with a focused market that is already organically engaged.
Myntra claims to receive around 30,000 monthly visits from Singapore to its India platform, suggesting latent demand among overseas users. Myntra Global’s expansion is part of a broader effort to promote made-in-India fashion and design on a global stage.
The curated selection for Singapore includes apparel, accessories, footwear, and home décor, with a focus on festivals, weddings, and special occasions—occasions that often prompt Indian consumers abroad to look for familiar styles.
Aiming to capture 12-15% of the Indian-origin consumer base
The company said it is looking to capture 12–15% of the Indian-origin consumer base in Singapore in the initial phase. Rather than selling private labels through third-party marketplaces—an approach Myntra had tried in the Middle East in earlier years—this model relies on Myntra’s own tech stack and supply chain to serve international customers directly.
This approach, according to the company, provides greater control over user experience, pricing, and inventory flow. The Singapore launch is expected to act as a testing ground for future expansions in other geographies with large Indian-origin populations.
Financial performance
Myntra’s entry into international waters comes at a time when it is showing signs of financial turnaround. The company reported a profit of Rs 30.9 crore in FY24, bouncing back from a loss of Rs 782.4 crore in the previous year. Revenue grew nearly 15% year-on-year to Rs 5,121.8 crore, driven by operational efficiencies and reduced marketing costs.
While the international expansion follows shortly after the profitability milestone, the company has said that Myntra Global is not tied to this financial performance. Instead, it views the initiative as a natural progression in its mission to broaden access to Indian fashion, particularly in overseas markets that have long depended on scattered, multi-brand platforms.
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