For nearly two decades, Myntra has been a household name for fashion-forward Indians. Now, the Flipkart-owned giant is embarking on a new journey that stretches beyond Indian borders. On May 19, 2025, Myntra announced the launch of Myntra Global in Singapore, marking its first direct-to-consumer expansion outside India.
Why Singapore? The Diaspora Connection
The choice of Singapore is far from random. With a vibrant Indian diaspora of around 650,000 people, Singapore is home to one of the largest overseas Indian communities in the world. Myntra’s data revealed a telling trend: about 30,000 Singapore-based users were already visiting its Indian platform every month, searching for the familiar styles and brands they love. Recognizing this organic demand, Myntra decided to make the shopping experience more seamless and tailored.
What’s on Offer?
Myntra Global debuts with an impressive catalogue-over 35,000 styles from 100+ Indian brands, spanning apparel, footwear, accessories, and home décor. Shoppers in Singapore can now access names like Aurelia, Global Desi, AND, Libas, Rustorange, Mochi, W, The Label Life, Chumbak, Anouk, Bombay Dyeing, and Rare Rabbit, among others.
The focus is clear: connect the diaspora to their roots, especially during festivals, weddings, and special occasions when traditional and contemporary Indian fashion is most in demand. “We’re tapping into opportunities around festivals, weddings and occasions with our brand portfolio, spanning Indian fashion and home décor,” said Myntra CEO Nandita Sinha.
A Seamless Shopping Experience
Myntra Global promises a hassle-free shopping experience, leveraging the company’s strong tech backbone. Orders are shipped directly from India using third-party cross-border logistics, with delivery times averaging 4–7 days. Unlike traditional overseas expansions, Myntra isn’t setting up local warehouses or offices, it’s shipping directly from India, allowing for operational agility and a test-and-learn approach.
A Broader Vision: Building Brand India
While the initial focus is on the Indian community in Singapore, Myntra’s ambitions are larger. The company aims to reach 12–15% of the Indian consumer base in Singapore in the short term, but also sees this as a strategic move to build global brand equity for Indian labels.
“With our expertise in serving customers at scale and the exceptional offerings from some of the most loved brands, we are confident that Myntra Global will delight Indians living abroad and keep them connected to their roots, in style,” said Sinha.
Testing the Waters, Eyes on the Future
For now, Myntra is focused on understanding consumer preferences, selection dynamics, and brand traction in Singapore before considering broader international expansion. The company is listening closely to feedback from both customers and brand partners, ensuring that the product-market fit is just right before taking the next leap.
A Human Touch: What This Means for the Community
For many Indians in Singapore, access to authentic, trendy Indian fashion has often meant relying on relatives, lengthy shipping times, or settling for limited local options. Myntra’s arrival changes that equation-making it easier to celebrate cultural moments, stay connected to traditions, and express identity through fashion, no matter the distance from home.
As Myntra Global starts operating in Singapore, it’s not just about selling clothes. It’s about weaving a thread between continents, helping a diaspora feel a little more at home.
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