The sale highlighted the rapid adoption of Myntra’s hyper-speed delivery service, M-Now, which offers 30-minute deliveries across 11 cities.

Myntra’s End of Reason Sale recorded 1.3X growth in first-time shoppers compared to last year’s June edition, with non-metro markets driving 55 per cent of that demand. Emerging, Made-in-India D2C brands under the Myntra Rising Stars initiative recorded an average 40 per cent increase in demand. The event featured over 6 million styles and onboarded 5,000 first-time partner brands, providing massive national visibility to emerging labels like Mamaearth and Powerlook, which saw demand surge over 70 per cent above their daily averages.

Seasonal shopping for weddings, summer travel and workwear shaped customer demand throughout the event. Men’s casual wear led initial sales while eyewear achieved the highest growth on opening day, alongside steady traction in women’s ethnic wear and beauty. In non-metro markets, the momentum was heavily driven by ethnic wear and sports footwear from prominent brands like Bata, Nike and Libas.

Hyper-speed Delivery

The sale also highlighted the rapid adoption of Myntra’s hyper-speed delivery service, M-Now, which offers 30-minute deliveries across 11 cities. While Delhi, Bengaluru, and Mumbai remained the strongest markets, non-metro cities like Patna and Jaipur showed growing reliance on the service. Additionally, Myntra’s Gen Z-focused FWD platform contributed significantly to overall orders by offering a curated selection of over 700,000 trendy styles.

Ritesh Mishra, SVP, Head of Revenue and Category, Myntra, highlighted the platform’s reach, stating, “We are particularly encouraged by the momentum witnessed across non-metro markets and the growth we were able to propel for emerging D2C brands, many of whom leveraged EORS to connect with customers at an unprecedented scale. As we continue to strengthen our technology-led shopping experience, we remain focused on bringing the best of trends from leading fashion and lifestyle brands to India’s digitally savvy consumers.”

Published on June 19, 2026