Bangalore: Elevating its content-commerce strategy to the next level, fashion e-commerce giant Myntra has unveiled Glamstream, a one-of-its-kind shoppable lifestyle content destination that seamlessly integrates entertainment, fashion inspiration, and purchase.
Built at the dynamic intersection of content, community, and commerce, Glamstream is designed for the new-age Indian consumer who blends scrolling, streaming, and shopping into a single journey. It aims to transform the way fashion is discovered and shopped — with content-led inspiration leading directly to instant access and purchase.
In its first phase, Glamstream will host over 500 hours of engaging content, featuring 15 Myntra exclusives and over 4,000 episodes of shared streams. This extensive lineup will include appearances from over 100 celebrities across Bollywood, OTT, and the creator ecosystem — including Badshah, Vijay Deverakonda, Tabu, Zeenat Aman, Raveena Tandon, Tamannaah Bhatia, Khushi Kapoor, Malaika Arora, among others. Content formats will span music videos, travel and wedding vlogs, beauty and styling shows, podcasts, fictional content, and more — all embedded with seamless product discovery.
Further enriching the platform is content from Myntra’s Ultimate Glam Clan (UGC) — its rapidly growing shopper-creator community. Since its launch in August 2024, UGC has scaled to over 1 million registered creators and boasts 4.5 billion post views. This integration brings a vibrant mix of authenticity and aspiration, combining influencer and shopper-generated content with celebrity storytelling to create a uniquely immersive fashion and lifestyle discovery experience.
Unlike conventional shopping flows, Glamstream reverses the path — starting with content to spark discovery and embedding commerce within. Every piece of content includes interactive product trays, enabling viewers to shop the featured items in just two simple steps — from video to product page to cart. The feature is hosted within the Myntra app and is accessible via a floating action button on the homepage.
Myntra has long pioneered social commerce in India through initiatives such as M-Studio and Minis. With Glamstream, it continues that legacy by offering a content-first commerce experience tailored to Gen Z and millennial shopping behaviors.
“Fashion discovery today is increasingly driven by social feeds and cultural influence — yet much of that inspiration remains disconnected from the path to purchase. At Myntra, we believe there’s a better way and have consistently innovated to drive inspiration-led fashion discovery. What’s more, 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 the new possibilities,” said Sunder Balasubramanian, CMO, Myntra.
“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 for every inspiration. This is technology enabling discovery at its most natural and engaging form,” added Lakshminarayan Swaminathan, Vice President, Product Management & Design, Myntra.
As per a recent BCG report, India’s creator economy already influences over $300 billion in annual spending, with projections pointing to $1 trillion in the coming years. Glamstream positions Myntra at the heart of this cultural and economic shift — offering a vibrant destination where entertainment meets ecommerce.
Looking ahead, Myntra plans to enhance Glamstream with AI-powered personalised product recommendations, creator storefronts, and more immersive content formats, further integrating fashion discovery into every scroll.
