Myntra launches GlamStream, blending entertainment with shopping

New Delhi: Fashion e-commerce platform Myntra has launched GlamStream, a new immersive content-to-commerce experience designed to reshape how users engage with fashion and beauty. 

GlamStream brings together a mix of entertainment formats, including music videos, vlogs, tutorials, and fiction series, embedded with direct checkout options. 

The feature allows viewers to instantly shop products showcased within the content, offering a seamless path from inspiration to transaction.

The announcement was made during a virtual press briefing by Chief Marketing Officer Sunder Balasubramanian and Lakshminarayan Swaminathan, Head of Tech, Product & Design.

“Fashion discovery today is increasingly driven by social feeds and cultural influence, yet much of that inspiration remains disconnected from the path to purchase,” said Balasubramanian. “At Myntra, we believe there’s a better way and have consistently innovated to drive inspiration-led fashion discovery. Today’s consumers, especially Gen Z, also heavily rely on authentic, relatable content, user reviews and real imagery before making purchase decisions. With GlamStream, we’re reimagining commerce as a content-first experience, seamlessly bringing together authentic inspiration, entertainment, and instant access. As pioneers in this space, we are not just responding to how shopping is evolving; we are helping define its future by continuously exploring new possibilities.”

With this launch, Myntra is doubling down on the fast-growing creator economy, targeting the $300 billion global influencer-led commerce market.

GlamStream is not Myntra’s first foray into content commerce. Previous initiatives like Myntra Studios and Myntra Minis laid the groundwork with influencer-led static and short-form video content. 

However, GlamStream raises the stakes significantly. With over 4,000 episodes, 15 exclusive shows, and more than 500 hours of creator-led content, it represents Myntra’s most ambitious effort yet to create a creator-powered shopping ecosystem. 

The content lineup is curated by fashion experts, OTT influencers, internet personalities, and Bollywood celebrities such as Badshah, Vijay Deverakonda, Tabu, Zeenat Aman, Raveena Tandon, Tammanah Bhatia, Khushi Kapoor, Malaika Arora and other well-known faces. 

90% of the content will be short-form, optimised for Gen Z’s scroll-first behaviour. However, while Gen Z remains a key target group, Myntra executives emphasised that the platform is built for a broader audience of video-first shoppers across age groups. 

“While Gen Z is a core audience, the platform is designed to attract a broader base of video-first shoppers,” they said.

From a business standpoint, the platform also introduced monetisation opportunities for creators. Users can earn commissions when their content leads to purchases.  

With projected 2x revenue growth from content-driven commerce, Myntra has made substantial backend investments to support the platform, partnering with production houses, media networks, and creators to scale the initiative. 

Though exact figures were not disclosed, the company is aiming for a 15% increase in engagement time and a 20% uplift in content-driven conversions.

Unlike platforms such as Instagram, which serve a wide range of user needs, Myntra insists GlamStream is purpose-built for shopping. “Discovery and shopping have been happening on two separate platforms. Users find fashion or beauty inspiration on Instagram or other social media, then navigate elsewhere to make a purchase. GlamStream aims to bridge this gap by integrating discovery and shopping into one seamless experience. We are not trying to be Instagram for fashion commerce, we are creating a new behaviour, where inspiration and shopping co-exist in one space,” said Balasubramanian.

“Glamstream is transforming how users experience fashion. As a feature deeply embedded in our app, it leverages advanced video infrastructure, intelligent product tagging and real-time rendering to deliver a seamless, immersive shopping journey. Our focus has been to ensure that every tap, swipe and scroll feels intuitive, enabling instant access to every inspiration. This is technology enabling discovery at its most natural and engaging form,” added Swaminathan.

A major highlight of the launch was the debut of rapper Badshah’s new track, ‘Badshah 2.0 – Jordan’, released as India’s first shoppable music video, where viewers can purchase every outfit and accessory featured in real-time.