Myntra’s EORS 22 Registers Massive 2X Spike in Orders
Bengaluru, 16th June, 2025: The 22nd edition of Myntra’s End of Reason Sale (EORS) concluded on 12th June, registering a 2X surge in orders over BAU. The event also witnessed 1.3X growth in new customers, acquired over the last edition of EORS. More than half the orders came from non-metros, showcasing a strong shopping momentum in the country’s hinterlands. This edition of EORS, featuring over 4 million styles from 10,000+ brands, has been one of the season’s biggest fashion, beauty, and lifestyle shopping events.
Strong shopping momentum from non-metros
Shoppers from Tier 2 and beyond played a crucial role in driving strong shopping sentiment, contributing nearly 60% of the total orders placed. Cities like Guwahati, Bhubaneswar, Jammu, Panipat, Jalandhar, Gorakhpur, Hisar, Mysore, and Udaipur emerged as high-traction hubs, showcasing Myntra’s growing reach in non-metros. Customers from these regions showed high demand for categories like ethnic wear, wedding collections, beauty essentials, and sportswear. There was also a strong uptick in demand for international brands witnessed from non-metros, with a 4X spike in customer demand, particularly for global Beauty brands over usual days, while other categories spiked by ~3X on average.
Categories that witnessed high traction across the country
Myntra witnessed strong consumer demand across categories, with several segments recording multi-fold growth over BAU. While categories like Men’s casual wear, Women’s western wear, and sports apparel witnessed a strong 1.6X growth in demand on average. Interestingly, wearables witnessed a 17X spike in customer demand, showcasing strong traction for the category. With the ongoing travel season, trolley bags saw high traction with ~2X growth in demand. The Home furnishing category witnessed ~2X growth in demand during this EORS. Brands like H&M, Puma, adidas, Levi’s, U.S. Polo Assn., Roadster, Tommy Hilfiger, Sketchers, HRX, Anouk, Nike, MANGO, Libas, Mast & Harbour, OnePlus, and Realme were some of the most popular brands among shoppers during the event. Meanwhile, Myntra Luxe, which houses brands like The Collective, Lacoste, Ritu Kumar, Masaba, Michael Kors, MAC, Huda Beauty, Just Cavalli, Hugo Boss, GUESS and Ralph Lauren, among others, witnessed 2.4X growth in demand vs. BAU during the event.
FWD witnessed multi-fold growth during EORS
FWD, Myntra’s Gen Z-focused proposition, charted a record 18X growth over BAU during EORS, showing strong shopping sentiment from Gen Z. On day 1, showcasing early momentum, 4 orders were placed on FWD every second. Most popular brands among customers were SZN, Slyck, Glitchez and Freakins. 1 in every 3 FWD orders was a beauty order, showing a strong uptick for the beauty category among Gen Z.
M-Now and the need for speed
With over 10k styles and over 500 brands across fashion, beauty, accessories, and home, M-Now continued to be a customer favourite in Bengaluru. During the first day of EORS, M-Now witnessed a strong 4X spike in orders over BAU, showcasing the need for speed in fashion for customers. M-Now’s assortment, featuring globally loved fashion and beauty brands like Vero Moda, MANGO, Tommy Hilfiger, Levi’s, Jack & Jones, YSL, Prada, Carolina Herrera, Huda Beauty, MAC, Bobbi Brown, and more, ensured that customers had access to the most loved brands in starting 30 minutes.
Speaking about the 22nd edition of EORS, Bharath Kumar, Head of Revenue and Growth, Myntra said, “The 22nd edition of EORS has been exceptional, underscoring Myntra’s position as one of the leading enablers of fashion, beauty and lifestyle commerce in India. It reflects the love and trust our customers continue to place in us. We’re grateful to the millions of shoppers from across the country, from metros to smaller towns, who made this a truly memorable event. This EORS, which had a wide range of affordability options on credit and debit cards and UPI offers, brought joy through fashion, beauty, and lifestyle at an unmatched value, and we’re delighted to see how deeply that resonates with our customers.”
VIP Ticket witnessed strong adoption
A popular proposition customers loved in this EORS edition was the VIP Ticket. More than half a million customers purchased the VIP ticket, gaining one day early access to the event alongside VIP special deals, and an additional value offer on all prepaid transactions during the early access.