Myntra’s Big Fashion Festival clocks 4X demand surge on opening day

BENGALURU: Midnight struck, and India started shopping. In the opening hour of Myntra’s Big Fashion Festival (BFF), customers ordered 800 T-shirts, 500 pairs of shoes and 500 kurtas and kurta sets every minute. By the end of the first 24 hours, the festival, which began on October 8, had clocked a 4X surge in demand over business as usual (BAU). Bengaluru, October 09, 2026: the numbers say the sale has had a blockbuster start, and the story is as much about where the orders came from as how many.

The geography is the headline. Non-metros led early momentum, with shoppers from tier 2 and 3 cities contributing more than half of the orders placed on day one. Jaipur, Lucknow, Patna, Indore, Ludhiana, Surat, Dehradun, Bhubaneswar and Mysuru emerged as high-traction hubs, showing Myntra’s growing reach in India’s deeper pockets. For a platform once seen as a metro habit, that is a meaningful shift in who is clicking “buy”.

The east supplied the sharpest spike. With focused outreach in the eastern markets ahead of Durga Puja, BFF saw a 7X jump in demand over BAU from the region, with states such as West Bengal, Assam and Bihar driving the surge. New customers from these regions grew 1.8X over BAU. Demand was led by ethnic wear, casual wear, beauty essentials and sportswear. Festive calendars, it seems, still move retail faster than any discount code.

What people bought is just as telling. Men’s T-shirts, jeans, kurtas, kurta sets, sneakers, sports shoes, women’s tops and dresses were among the most sought-after fashion categories, while perfumes, lipsticks and watches also emerged among top choices. Jompers, Aurelia, Diwas by Manyavar, House of Pataudi, Souragya, KISAH and Libas were some of the popular occasion wear brands on day one. Over 1.25 million customers chose to gain early access to the event with their VIP tickets, a sign that shoppers are now planning their sale-day strategy as carefully as the retailer plans its own.

Then there is the shift upmarket. Day one underscored a clear move toward premium, with shoppers trading up and driving a higher average order value than on the opening day of last year’s edition. Forever New, Levi’s, H&M, Tommy Hilfiger, Masaba, Michael Kors, Calvin Klein, Adidas Originals, Nike, Birkenstock, Victoria’s Secret, Beauty of Joseon, Laneige, ALDO, Comet and GUESS were among the popular brands on day one of BFF. Volume from smaller cities and a richer basket, arriving together, is the combination every retailer wants.

Speed, meanwhile, is paying off. M-Now, Myntra’s speed delivery proposition, recorded a 2X spike in orders on day one, reflecting growing demand for speed and convenience in festive shopping. MANGO, USPA, Puma, Van Heusen, ASICS, Minimalist, Zouk, Titan, Timex and L’Oréal were among the popular brands, highlighting the diverse selection available to customers through M-Now.

Behind the scenes, the tech held. Myntra’s technology capabilities supported a seamless shopping experience during peak demand, with the platform handling nearly 1 million concurrent sessions on opening day. The current edition of BFF features over 8 million styles and has been one of the most anticipated fashion, beauty and lifestyle shopping events in the country.

Myntra is one of India’s leading destinations for fashion, beauty and lifestyle, offering a curated collection of popular brands across categories. With a focus on discovery, personalisation and convenience, it serves millions of customers nationwide through its app-first ecosystem. It has transformed the shopping experience in the country through its pioneering speed-focused initiatives, M-Express and M-Now. Its industry-leading technology, fashion-forward insights and creator-led content make it the preferred platform for Gen-Z and millennial shoppers. Myntra continues to shape how India discovers and experiences style, with beauty emerging as one of its fastest-growing segments.