Myntra’s Big Fashion Festival (BFF) recorded nearly double the order volume of regular business days for direct-to-consumer (D2C) brands, international labels and its Gen Z-focused fashion platform FWD, according to the company.
The event also expanded the reach of emerging brands, with visits increasing 25% compared with the previous edition and new customers from non-metro regions rising 74% over regular business days.
Several Indian and international fashion brands recorded demand during the sale including RARE RABBIT, House of Pataudi, The Souled Store, SZN, CULT, Comet, MANGO, H&M, NEXT, ALDO, GAP, GUESS, adidas, Nike and Gymshark.
Myntra has onboarded 12,000 sellers so far
Myntra has onboarded 12,000 sellers so far in 2026, providing businesses from cities such as Surat, Ludhiana, Kolkata and Delhi-NCR access to customers across India. During BFF, one in four sellers recorded a twofold increase in sales, while more than 1,350 sellers reported a fivefold rise.
Non-metro markets also contributed to customer acquisition, with Guwahati, Dehradun, Bhubaneswar, Jammu and Gorakhpur emerging as the fastest-growing non-metro cities.
Festive shopping demand in eastern India, particularly West Bengal, Assam and Odisha, was higher than during the previous edition, supported by demand for ethnic wear, footwear and other fashion categories.
Ethnic wear brands recording demand included Libas, Inddus,
Ethnic wear brands recording demand included Libas, Inddus, Soch, Koski and Aurelia. Men’s casual wear, men’s occasion wear, men’s casual footwear, sports footwear, women’s sports apparel, women’s western wear and kidswear were among the categories contributing to sales. Sports footwear orders increased 3.5 times compared with regular business days.
Myntra’s quick-commerce service, M-Now, recorded more than 2.6 times growth in orders compared with the previous Big Fashion Festival. Apparel products in demand included kurta sets, T-shirts, shirts, tops, jeans and dresses. Brands recording high demand on the service included MANGO, Allen Solly, USPA, Van Heusen, Trendyol, Puma, Anouk, Sangria and HRX.
The latest edition of BFF highlighted demand across apparel and footwear categories, while providing emerging sellers with access to a wider customer base through Myntra’s online marketplace.
