The Myntra festival attracted more new customers from outside India’s largest cities, with non-metro customer additions rising 74% over regular business days, the fashion retailer said after its Big Fashion Festival ended on October 26, 2026.

Key Takeaways

  • Visits rose 25% compared with the previous festival edition.
  • One in four sellers recorded a twofold rise in sales during the event.
  • M-Now orders were more than 2.6 times those recorded during the previous festival.

Myntra festival demand reaches beyond metros

Order volumes for direct-to-consumer brands, international labels and FWD, Myntra’s Gen Z-focused fashion offering, were nearly double those of regular business days.

Dehradun, Guwahati, Bhubaneswar, Jammu and Gorakhpur were among the fastest-growing non-metro markets. West Bengal, Assam and Odisha saw increased demand for ethnic clothing, footwear, beauty and personal care products during the Pujo season.

Men’s casual wear accounted for purchases by 26% of first-time buyers. Sports footwear sales were 3.5 times those of regular business days.

Sellers and beauty brands see gains

More than 1,350 sellers saw sales rise fivefold during the festival. Myntra said it had onboarded 12,000 sellers so far in 2026, including emerging brands from Surat, Ludhiana, Kolkata and Delhi-NCR.

Myntra Beauty acquired around 20% more new customers than during the previous edition. Perfumes, face washes, cleansers, day creams and lipsticks were among the products driving demand.

Faster delivery orders increase

Myntra’s quick-commerce service M-Now received more than 2.6 times the orders it registered during the previous Big Fashion Festival. Purchases included clothing, perfumes, cosmetics and watches.

The company said the fastest M-Now delivery took less than five minutes. The most expensive item purchased during the event was an international luxury jacket priced at more than Rs 1.9 lakh.

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