Myntra Unveils Glamstream: Watch, Shop, and Get Inspired

Myntra, India’s leading fashion and lifestyle platform, has launched Glamstream, a first-of-its-kind shoppable content destination that’s set to redefine how young Indians discover, enjoy, and buy fashion. With Glamstream, Myntra seamlessly blends entertainment, inspiration, and instant shopping—turning every scroll into a potential shopping spree.

What Is Glamstream?

Glamstream is a video-led, content-commerce platform built right into the Myntra app. It offers over 500 hours of binge-worthy content in its first phase, including 15 Myntra exclusives and more than 4,000 episodes of shared streams. The content library features 100+ celebrities from Bollywood, OTT, and the digital creator world—think Badshah, Vijay Deverakonda, Tabu, Zeenat Aman, Raveena Tandon, Tamannaah Bhatia, Khushi Kapoor, Malaika Arora, and many more.

But it’s not just about star power. Glamstream also brings in content from Myntra’s Ultimate Glam Clan (UGC)—a shopper-creator community with over 1 million registered creators and 4.5 billion post views since its August 2024 launch. This means viewers get a mix of celebrity style, influencer tips, and real-life fashion inspiration from everyday shoppers.

Entertainment Meets Instant Shopping

Glamstream is designed for today’s social-media-savvy, inspiration-driven shoppers—especially Gen Z and millennials who want to move from “I love that look” to “I just bought it” in seconds. Every video on Glamstream comes with interactive product trays: see a jacket you like on your favorite star? Tap, view details, and add it to your cart in just two steps. Shopping is now as easy as watching your favorite reel.

The platform’s content spans:

• Music videos (like Badshah’s “Jordan,” India’s first shoppable multi-brand music video)
• Travel and wedding vlogs
• Styling and beauty shows
• Podcasts and fictional series
• Fashion features and talk shows

All content is accessible via a floating action button right on the Myntra app homepage, making it easy to jump into the Glamstream universe anytime.

Why Glamstream Stands Out

1. Content-First Shopping:
Unlike traditional e-commerce, Glamstream starts with entertainment. Shopping is woven into the experience, making it feel natural, fun, and intuitive.

2. Celebrity and Creator Power:
By combining Bollywood icons, digital influencers, and real shoppers, Glamstream offers a diverse, relatable, and aspirational take on fashion.

3. Seamless Technology:
Advanced video infrastructure, smart product tagging, and real-time rendering ensure a smooth, immersive experience. Every tap, swipe, and scroll is designed to keep users engaged and inspired.

4. Community-Driven:
With the Ultimate Glam Clan, Myntra empowers everyday creators to share their style, making fashion discovery more authentic and democratized.

What Myntra Says

Sunder Balasubramanian, CMO of Myntra, explains:

“Fashion discovery today is increasingly driven by social feeds and cultural influence—yet much of that inspiration remains disconnected from the path to purchase. With Glamstream, we’re reimagining commerce as a content-first experience—seamlessly bringing together authentic inspiration, entertainment, and instant access. We’re not just responding to how shopping is evolving—we are helping define its future by continuously exploring new possibilities.”

Lakshminarayan Swaminathan, VP of Product Management and Design, adds:

“Glamstream is transforming how users experience fashion. Our focus has been to ensure that every tap, swipe, and scroll feels intuitive—enabling instant access for every inspiration. This is technology enabling discovery at its most natural and engaging form.”

The Future of Shopping Is Here

With Glamstream, Myntra is betting big on the merging of content, community, and commerce—giving Indian shoppers a new way to be inspired, entertained, and instantly shop the looks they love. As the lines between entertainment and e-commerce blur, Glamstream is poised to become the go-to destination for fashion-forward, digitally native consumers.