Myntra Launches Myntra Global in Singapore to Serve Indian Diaspora
| 2025-05-19
Indian online fashion retailer Myntra has launched its international platform, Myntra Global, in Singapore, aiming to cater to the country’s sizeable Indian diaspora with a curated range of Indian fashion and lifestyle products.
Myntra expands internationally with Myntra Global in Singapore, offering Indian fashion styles to over 650,000 Indians living abroad.
Indian online fashion retailer Myntra has launched its international platform, Myntra Global, in Singapore, aiming to cater to the country’s sizeable Indian diaspora with a curated range of Indian fashion and lifestyle products.
Myntra, a Walmart-owned fashion e-commerce company based in India, has taken its first step into international direct-to-consumer retail by launching Myntra Global in Singapore. The move targets the approximately 650,000 Indians residing in the Southeast Asian nation and marks a significant milestone in the company’s global growth strategy.
The new platform will offer more than 35,000 styles from 100 Indian brands, including well-known names such as Aurelia, Global Desi, Libas, Rustorange, and Bombay Dyeing. These selections span multiple categories, including apparel, footwear, home décor and accessories.
“Our focus is on learning, getting product–market fit right and then expanding,” said Nandita Sinha, Chief Executive Officer of Myntra. “We’re tapping into opportunities around festivals, weddings and occasions with our brand portfolio, spanning Indian fashion and home décor.”
The launch comes after Myntra observed notable organic interest from Singapore, with approximately 30,000 users accessing its Indian platform prior to the official launch. By introducing a locally accessible service, the company aims to engage 12 to 15 percent of the Indian consumer base in Singapore in the early phase.
Myntra Global will be available through desktop and mobile web platforms, and will rely on third-party cross-border logistics providers to ensure deliveries within four to seven days. According to the company, its strong technological infrastructure will underpin a seamless and efficient shopping experience for international customers.
Sinha emphasised that the initiative is part of a broader ambition to build long-term international brand affinity for Indian fashion labels. “This model allows Myntra to significantly expand its brand portfolio, utilise and leverage the selection available in India, and offer the same to diaspora consumers,” she said.
While this is not Myntra’s first attempt to explore international markets, it differs significantly from earlier ventures. In 2020, the company partnered with the United Arab Emirates-based Emaar Group to distribute its private labels via Noon and Namshi—two e-commerce platforms in the Middle East. However, those efforts were focused on select labels and operated through third-party platforms.
In contrast, Myntra Global represents a direct-to-consumer model that enables the brand to retain greater control over the shopping experience and selection strategy. The company plans to scale its offerings in Singapore to include up to 100,000 styles in the coming years.
“This is more expansive and efficient, and is focused on building consumers rather than traction on a new platform,” Sinha explained.
Myntra’s international move aligns with broader Indian government efforts to promote "made-in-India" products globally. The company believes its expansion will support Indian fashion labels in growing beyond domestic borders.
“Myntra Global will delight Indians living abroad and keep them connected to their roots, in style,” said Sinha. “We will also continue to build and scale the platform to cater to Singapore seamlessly, propelling the growth of our brand partners.”
Myntra currently commands a strong presence in India’s e-commerce sector, with over 70 million monthly active users and a catalogue of more than 3.9 million styles from nearly 10,000 brands. The platform recently posted a profit of Rs 30.9 crore (approximately USD 3.7 million) for the financial year ending March 2024, a significant recovery from a loss of Rs 782.4 crore the previous year. The company attributed the turnaround to improved revenue and cost efficiencies, especially in advertising and material expenditures.
However, Sinha clarified that the international expansion via Myntra Global is not tied to its recent profitability. “This isn’t about margins or performance,” she noted. “We see a genuine, untapped opportunity for made-in-India fashion to reach overseas Indians.”
Singapore, with its multicultural population and strong trade ties to India, has become an increasingly attractive destination for Indian businesses looking to go global. The country’s Indian community—comprising citizens, permanent residents, and migrant workers—maintains strong cultural links with the subcontinent, especially in areas such as fashion, food, and festivals.
The launch of Myntra Global reflects a growing trend among Indian retailers to cater to the global diaspora through direct digital channels. As e-commerce infrastructure and cross-border logistics continue to improve, platforms like Myntra are positioned to play a key role in exporting Indian cultural products and lifestyle goods to international markets.
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