Bengaluru: Flipkart, India’s homegrown e-commerce marketplace, has unveiled ‘GRWM GRWM’, its latest fashion-led sale initiative aimed at redefining online fashion shopping for India’s digital-first consumers. Running from May 29 to June 7, 2026, the fashion carnival blends commerce, content and culture, offering shoppers access to over 10 lakh trending styles while tapping into the growing influence of creators and youth-driven fashion trends.
Inspired by the globally popular Gen Z trend “GRWM” (Get Ready With Me), reimagined with an Indian twist as “Garam Garam,” the campaign seeks to reposition Flipkart Fashion’s flagship end-of-season sale from a discount-led event to a trend-first, culturally relevant shopping destination.
The company expects the sale to attract more than 550 million visits, with Gen Z consumers projected to contribute nearly 50% of the demand. The initiative also aligns with Flipkart’s broader vision of bringing the next 200 million Indians online for fashion through its expanding ecosystem of marketplace sellers, emerging D2C brands and creator partnerships.
The sale features over 10 lakh products from more than 50 international and homegrown brands, spanning categories such as apparel, footwear, accessories and luggage. Consumers can access discounts of up to 90% on brands including Levi’s, Titan, Red Tape, Nike, Puma, Asics, Safari, Rare Rabbit and The Bear House, along with bank offers, SuperCoins rewards and scratch-card incentives.
The campaign is supported by a high-energy television commercial built around the “GRWM GRWM” jingle, showcasing everyday professionals in fashion-forward avatars. From firefighters styled in streetwear-inspired looks to lawyers embracing relaxed Italian summer fashion, the film celebrates self-expression and contemporary fashion culture.
Speaking about the campaign, Kapil Thirani, Vice President, Flipkart Fashion, said, “Fashion discovery today is increasingly influenced by creators, communities, and digital culture, especially among Gen Z consumers. With GRWM GRWM, we are reimagining the traditional end-of-season sale to reflect how young India discovers and engages with fashion today, moving towards a more fresh, trend-first and culturally relevant shopping experience. From personalised recommendations and aesthetic-led destinations, to a curated mix of aspirational and value-driven brands, the sale brings the latest styles to customers across Bharat. As we continue to democratize fashion for the next wave of Indian consumers, this is another step towards making fashion more accessible, relevant, and inclusive for all.”
As part of the campaign, Flipkart has also strengthened its creator-led engagement strategy, with more than 1,000 creators expected to produce fashion-focused content across Meta and YouTube over a two-week period. The initiative enables creators to monetise their influence while helping consumers discover trends and deals through content-driven experiences.
Flipkart has additionally launched two new TVC films that capture the excitement of continuous browsing and deal discovery, reinforcing the sale’s positioning as a culturally relevant fashion event rather than a conventional discount-driven promotion.
With GRWM GRWM, Flipkart is looking to bridge fashion, entertainment and digital culture, offering consumers across Bharat a more personalised, engaging and trend-led shopping experience while strengthening its position in India’s rapidly evolving online fashion market.
