Myntra readies 8 million styles as scroll replaces search

Myntra is rebuilding its festive playbook around a consumer behaviour shift: the buying journey increasingly begins with a scroll, not a search. Ahead of the Big Fashion Festival (BFF), Deepash Jain, vice-president of marketing at Myntra, explained to Afaqs! how creator-led commerce is anchoring the platform’s growth strategy.

Scroll discovery is the new shopfront

Jain described the change in one line: newer cohorts “scroll to discover” rather than search to shop. They find inspiration in a feed, spot something, and buy while the moment is still warm. That flips the old model. Search was a response to existing intent; discovery is where intent gets created.

Myntra’s response is to make inspiration directly shoppable. Its affiliate programme lets creators turn organic Instagram and YouTube content into a “click-and-buy” layer, removing the old steps of commenting for a link, waiting for a DM, or screenshotting an outfit to search manually.

What the festive push looks like

• No follower gate: every user can monetise content, inside and outside the app.
• Meta and YouTube integrations: organic social videos become shoppable.
• Festive incentive: three times the commission on select merchandise during BFF.
• Scale and local relevance: almost 8 million styles, over 100 launches, and region-specific sellers for moments such as Durga Puja.

Why a 100-person circle matters

Myntra is making a clear bet on micro and nano influence. Jain said the power of influence no longer needs a million followers; a “circle of influence over even 100 people” is meaningful. That is the decentralisation of trust. A niche creator, such as a dermatologist on Instagram, can shape a purchase decision more effectively than a distant mega star.

The platform has been testing this for a while, from a shoppable music video with Badshah to its in-app Glamstream feed for user-generated styling and haul content. Removing the follower threshold is the logical next step: turn every engaged community into a potential storefront.

The psychology behind the shift

Search-led shopping assumes a consumer already knows the job to be done. Scroll-led discovery mimics how preferences actually form in social environments: we watch, identify, and adopt. The purchase is nested inside content consumption, which reduces the mental distance between inspiration and action.

This is also why micro-influence works. Smaller audiences often have stronger parasocial trust and tighter contextual fit, so a recommendation feels like advice rather than advertising. Myntra is engineering for that feeling.

What marketers should take away

The full-funnel BFF campaign still features Ranbir Kapoor and Alia Bhatt across TV, CTV and digital, but the structural insight is behavioural. Brands that only optimise for search are competing for demand that already exists. Brands that build shoppable discovery can generate demand as attention lands.

The tactical lesson is friction. If a viewer has to comment, wait or screenshot, the impulse cools. Direct enablement keeps the behaviour intact: see it, want it, buy it.

Source: Afaqs!