Myntra's end of reason sale witnesses 6X increase in growth

On the first day of Myntra's End of Reason Sale (EORS), over 1.2 million customers visited the fashion and lifestyle accessories marketplace and purchased over four million products.

Myntra's bi-annual EORS, now in its 14th edition, took place between July 3 and 8. The sale saw a more than 200 percent increase in first-day transactions over business as usual (BAU), with 53 percent of customers coming from Tier II and III cities and beyond.

During the early access period, over 2.7 million products were purchased and 8.5 lakh orders were placed, with nearly 3.5 lakh of them being genuine Myntra customers. As a result, 1.6 million products were sold in the first 12 hours, setting a new record, the company said in an official statement.

Men's casual wear, women's western wear, and personal care were among the most popular categories, with a 6X increase over BAU.

Commenting on these developments, Amar Nagaram, CEO, Myntra, said, “With the largest opening day ever, this EORS is a testimony to how customers continue to place their trust in Myntra and see value in our offerings as it serves as the harbinger of revival for the fashion ecosystem. It is extremely encouraging to witness such enthusiasm among shoppers.

Mumbai and Pune experienced the greatest growth during the December 2020 edition of EORS. Tier-II and III cities included Mysore and Mangalore in the south, Bhubaneswar and Cuttack in the east, Shillong and Guwahati in the northeast, Bhopal and Nagpur in central India, Ludhiana and Bhatinda in the north, and Nasik and Udaipur in the west zone.

Furthermore, Myntra saw over one million new app installations.

Even before the start of the six-day sale event, Myntra predicted that it would draw around 50 million visitors and feature over nine lakh styles from over 3,000 brands. It also predicted a threefold increase in demand over the baseline scenario.

The company anticipates that ethnic wear, kidswear, beauty, and personal care, and casual wear will account for more than half of the total demand for this EORS, with other important categories including western wear, footwear, sports, and accessories.

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