Myntra, India’s leading online fashion platform and a part of the Flipkart Group, has taken its first international leap. The platform has officially launched cross-border shipping to Singapore, marking the start of its global expansion. This strategic move taps into the large Indian diaspora and strengthens the reach of homegrown fashion brands.
Tailor-Made for the Diaspora
Singapore, home to over 6.04 million people as of 2024, includes a sizeable Indian-origin population. Myntra plans to serve this niche audience with curated collections tailored to Indian tastes—ethnic wear, festive fashion, and homegrown brands that resonate with cultural sentiments.
According to Myntra CEO Nandita Sinha, the platform aims to reach 12–15% of Indian-origin consumers in Singapore in the first phase. She highlighted the demand for Indian fashion related to special occasions such as weddings and festivals, where Western platforms often fall short in variety and authenticity.
From Cart to Closet in 4–7 Days
Myntra will offer over 35,000 styles from 100+ brands in categories such as apparel, accessories, footwear, and home furnishing. Notable brands include Aurelia, Global Desi, Libas, Rare Rabbit, and Bombay Dyeing.
The products will be shipped directly from India. Delivery to Singapore is expected within 4 to 7 business days, depending on logistics and customs. Import duties and shipping charges will apply at checkout, and pricing decisions will remain with the brands listed on the platform.
Myntra has chosen not to open physical offices or warehouses in Singapore. Instead, it will leverage its existing tech infrastructure, brand relationships, and logistics network in India to execute the launch.
Why Singapore First?
Singapore is a well-established e-commerce market, making it an ideal entry point for Indian digital brands. The country’s gross merchandise value (GMV) in online retail touched $8.2 billion in 2022 and is expected to grow to $11 billion by 2025, according to the International Trade Administration.
Singapore also boasts a tech-savvy population, high smartphone penetration, and reliable last-mile delivery systems. These factors make it easy for platforms like Myntra to test cross-border shipping with minimal friction.
Currently, the country has 3.51 million e-commerce users, with high spending in categories like electronics, fashion, personal care, and household goods. Indian fashion, especially festive wear, is underrepresented, giving Myntra a clear entry niche.
Numbers That Hint at Global Potential
Even before officially entering the international market, 10–15% of Myntra’s web traffic has been coming from overseas. Singapore alone contributes 30,000 monthly users to the platform.
The company sees this organic demand as validation for its expansion strategy. “This version of overseas expansion is really about taking Indian brands directly to global consumers, especially the diaspora, in a seamless way,” said Nandita Sinha.
She added that while this launch is limited to Singapore, it acts as a testing ground to learn customer preferences, streamline shipping logistics, and fine-tune the platform for global use.
No Local Offices, Just Local Relevance
Unlike some global platforms that set up offices or fulfillment centers in every new market, Myntra is taking a leaner route. The decision to ship directly from India reduces infrastructure costs and allows more flexibility in managing the product mix.
The focus remains on understanding the product-market fit before considering investments in local operations. “We do have the opportunity of leveraging our existing platform,” Sinha said, referring to Myntra’s strong backend, technology stack, and supply chain in India.
This approach gives Myntra room to scale to other global markets with similar demographics—like the UAE, UK, US, Canada, or Australia—without reinventing its model.
A Fashion Platform with Momentum
Myntra has been building momentum through innovation and expansion. It recently entered the quick-commerce space, promising 30-minute deliveries in select Indian cities. With over 70 million monthly active users, it remains one of the top fashion retailers in India’s digital ecosystem.
The company’s revenue from operations grew 14.7% year-on-year to ₹5,121.8 crore in FY24, according to regulatory filings. With the launch of Myntra Global, the company adds a new dimension to its growth playbook—international expansion.
This move puts Myntra in line with global players like Amazon, which has been exporting Indian products through its Global Selling program since 2015. Amazon’s initiative has helped over 1.5 lakh Indian exporters ship products worth more than $13 billion globally.
Myntra’s approach differs—it’s not just a marketplace for exporters. It aims to build brand affinity for Indian labels among global shoppers, using fashion as a cultural bridge.
A Measured Leap, Not a Blind Sprint
While this launch opens doors, Myntra is clear that this is a calculated experiment rather than an aggressive global rollout. The leadership wants to gather insights, observe demand patterns, and optimize operations before launching in new countries.
There’s clear potential in markets with a large Indian diaspora, but the company wants to avoid the pitfalls of overextension. The focus is on creating repeat buyers, positive word-of-mouth, and trust in delivery and product quality.
This cautious optimism reflects a broader strategy—growing globally, but keeping control local.
Final Stitch: India’s Fashion Now Ships Abroad
Myntra’s entry into Singapore marks a new chapter in Indian e-commerce. The platform, which started by selling graphic T-shirts in 2007, now takes the best Indian fashion across borders.
With rising global demand for authentic Indian brands, and increasing disposable income among the Indian diaspora, the timing is right. If the Singapore launch proves successful, Myntra’s passport to global fashion may soon see more stamps.
