CEO Nandita Sinha emphasizes that winning over India’s 400 million Gen Z shoppers means transforming Myntra into an AI-first platform focused on an AI-led shopping experience for ages 13-28.

M-Now operates in major metros like Bengaluru, Mumbai, and Delhi, with daily orders doubling in the most recent quarter.

The remarks were delivered during the ET Startup Awards 2025 in a panel with Rapido’s Aravind Sanka and Urban Company’s Abhiraj Singh Bhal.

Myntra is pivoting to an AI-first, content-led shopping journey tailored to micro Gen Z consumer groups, with a broader AI-driven trend ecosystem.

AI is seen as a catalyst for disruption across shopping experiences, content personalization, and faster delivery.

Sinha frames AI as a cultural shift, not just a product upgrade, aiming to make Myntra an AI-first organization.

India’s fashion market, worth about $120 billion, presents a large growth opportunity as Gen Z reshapes ecommerce despite current scale and sector challenges.

Myntra has pursued Gen Z initiatives such as the Fwd fashion discovery portal and M-Now ultra-fast delivery, with M-Now orders rising and pilots in multiple cities.

The company has also strengthened its Gen Z focus with leadership changes and launches, including the VP appointment of Amit Mahajan in 2022 and ongoing expansion of Gen Z programs.