Myntra has launched Glamstream, a shoppable way of life content material platform that mixes leisure, trend inspiration and purchasing. It goals to combine content material, group and commerce to satisfy the purchasing habits of younger shoppers in India.
In its first section, Glamstream will provide over 500 hours of content material, together with 15 Myntra exclusives and 4,000+ episodes of shared streams. The streams will function 100+ celebrities corresponding to Badshah, Vijay Deverakonda, Tabu, Zeenat Aman, Raveena Tandon, Tamannaah Bhatia, Khushi Kapoor, Malaika Arora and others from Bollywood, OTT and the digital creator house. The content material consists of music movies, journey and marriage ceremony vlogs, styling and wonder reveals, podcasts, fictional reveals and extra, with built-in product discovery.
Glamstream additionally options content material from Final Glam Clan (UGC), Myntra’s shopper-creator group with over 1 million registered creators and 4.5 billion put up views. Launched in August 2024, UGC has grow to be a key a part of Myntra’s content material commerce technique. It combines creator and shopper-driven content material with celebrity-led storytelling to assist trend and way of life discovery.
Glamstream begins with content material and integrates purchasing inside it. Every video consists of interactive product trays that allow customers view and add objects to their cart in two steps. The function is obtainable on the Myntra app by a floating motion button on the homepage.
“Vogue discovery at present is more and more pushed by social feeds and cultural affect — but a lot of that inspiration stays disconnected from the trail to buy. At Myntra, we consider there’s a greater method and have constantly innovated to drive inspiration-led trend discovery. What’s extra, at present’s shoppers, particularly Gen Z, additionally closely depend on genuine, relatable content material — person opinions and actual imagery — earlier than making buy selections. With Glamstream, we’re reimagining commerce as a content-first expertise — seamlessly bringing collectively genuine inspiration, leisure, and on the spot entry. As pioneers on this house, we’re not simply responding to how purchasing is evolving — we’re serving to outline its future by constantly exploring the brand new potentialities.” – stated Sunder Balasubramanian, CMO, Myntra.
“Glamstream is remodeling how customers expertise trend. As a function deeply embedded in our app, it leverages superior video infrastructure, clever product tagging and real-time rendering to ship a seamless, immersive purchasing journey. Our focus has been to make sure that each faucet, swipe and scroll feels intuitive — enabling on the spot entry for each inspiration. That is expertise enabling discovery at its most pure and interesting type.”– stated Lakshminarayan Swaminathan, vice chairman, product administration and design, Myntra.
Written with the View : afaqs
