Bengaluru: Myntra has announced the launch of a new ‘Affiliate’ feature within its Ultimate Glam Clan (UGC) program — marking a significant milestone in the platform’s evolution toward a deeper creator-led commerce ecosystem. The move reinforces Myntra’s ambition of enabling one million creators to participate in India’s evolving digital commerce ecosystem, positioning it as one of the country’s most inclusive and scalable creator-first commerce platforms.
As fashion discovery increasingly shifts from catalogue-led browsing to content-led exploration, creators and communities are playing a larger role in influencing how consumers discover trends, products, and brands online. Through the newly launched UGC Affiliate feature, creators can now amplify their recommendations from Myntra by sharing personalised storefronts, curated collections, specific UGC posts, and affiliate-enabled product links across social media platforms and personal networks.
By enabling discovery through authentic digital word-of-mouth and relatable content, the feature aims to strengthen creator-led commerce — democratising participation and enabling the next generation of digital entrepreneurs and communities across the country.
Sunder Balasubramanian, Chief Marketing Officer, Myntra, said, “India’s creator economy is undergoing a fundamental shift, where creators’ influence is increasingly becoming more democratised, community-led and driven by authenticity. At Myntra, we see immense potential in empowering everyday shoppers to become creators and meaningful participants in this growing ecosystem. With this, our goal is to empower 1 million creators to drive the next wave of India’s digital commerce with authentic voices. Through our UGC and Affiliate feature, we are enabling the next generation of creators by giving them visibility, tools, community and real growth opportunities to scale their journeys.”
The launch comes on the back of significant momentum within Myntra’s creator ecosystem. Currently, over 6 million users have signed up for Ultimate Glam Clan, with more than 12 million content pieces created on the platform. Myntra’s overall creator ecosystem has witnessed strong growth — scaling from approximately 100,000 creators per month last year to over 500,000 active creators per month currently.
Users can unlock the Affiliate feature after creating their first three UGC posts on Myntra, and will earn commission on eligible sales generated through their affiliate-enabled content — making participation simple, rewarding, and accessible for everyday shoppers looking to build their presence in India’s growing creator economy.
With the launch of the UGC Affiliate feature, Myntra takes a deliberate step toward building a more inclusive, community-driven commerce platform — one where authentic voices, grassroots creators, and everyday shoppers can meaningfully participate in and benefit from India’s rapidly evolving digital economy.
