MAM
Myntra forays into social commerce with ‘M-Live’ platform
Mumbai: Myntra has announced its foray into influencer-driven social commerce at scale, to cater to the evolving content consumption patterns and shopping preferences of consumers. As a part of this launch the Flipkart-owned online fashion store also unveiled M-Live, becoming one of the major ecommerce platforms in the country to adopt the interactive, and real-time live shopping model.
With the launch of its social commerce charter, Myntra is looking to transform the way consumers shop by bridging the gap between inspiration and commerce while bringing both under one single platform, said the brand in a statement.
“With Myntra Fashion Superstar, Myntra Studio, and now M-Live, an immersive live video shopping experience, we are heralding a new age in fashion and beauty, making big strides in the social commerce landscape, with our path-breaking tech-pivoted solutions,’ said Myntra social commerce VP and business head Achint Setia. “At the heart of our social commerce initiative, is our desire to offer unparalleled content-led shopping formats to our customers, while harnessing the power of the creator ecosystem and technology.”
“Built for today’s consumers who are gradually progressing from text-based or catalogue-based shopping to influencer-guided interactive experiences, the charter also offers brands an avenue to build salience with a highly engaged fashion-forward customer base, for new launches, collaborations, and showcase hero products along with a host of other benefits,” he added further.
The social platforms today are considered to drive nearly 70 per cent of purchase decisions for fashion-forward consumers with fashion and beauty being the most popular categories in the social commerce realm as per industry reports. Pivoted on community, connection, and trust, Myntra believes that as the future of shopping, its social commerce charter is likely to play an important role in defining the way its customers shop.
Myntra’s social commerce business has three distinct propositions that aim to add composite value to consumers, creators, and brands alike: Myntra Fashion Superstar, Myntra Studio, and now M-Live.
M-Live aims to facilitate a real-time engagement between consumers and brands by allowing influencers and experts to host live video sessions of product and styling concepts curated by them, on the Myntra app, enabling viewers to shop instantly, said the brand.
Users can enter these live events through the Studio section of the Myntra app, which are quite similar to Instagram Live sessions. One can post questions, share their feedback, see other comments and also follow the creator hosting the livestream. Additionally, there is a dedicated product tray at the bottom of the screen which would display all the products that are being showcased by the influencer. A user can tap on any product to add it to his/ her wishlist or purchase them by placing orders without leaving the livestream. Myntra Studio currently engages about 20 per cent of Myntra’s monthly active user base and the brand expects this to grow to 50 per cent in the next three-four years.
With its foray into social commerce, Myntra is set to create a new eco-system for consumer-influencer engagement by providing the necessary turf for influencers to engage with and acquire new followers under one roof. The influencers would also get the opportunity to partner with leading Indian and global lifestyle brands, said the statement.
Brands
Sony Pictures Networks India names Shruti Aneja as lead – agency partnerships & key network initiatives
Aneja takes charge to deepen agency ties and boost revenue across Spni channels
MUMBAI: Sony Pictures Networks India has appointed Shruti Aneja as lead – agency partnerships, signalling a fresh focus on closer collaboration with advertising agencies and a sharper push for revenue growth across its channel portfolio.
In her new role, Aneja will chart strategic engagement with agencies, unlock new revenue streams, and nurture long-term partnerships. Her mission includes driving sales performance, adding value for clients, and delivering inventive solutions for advertisers — cementing Spni’s position as a preferred media partner.
Aneja brings over 12 years of experience with Spni, having risen through the ranks from manager to associate vice president. She has led high-performing sales teams across key clusters including sony hindi gec, free-to-air channels, and english entertainment channels like pix, axn and bbc earth.
Her track record includes driving integrated ad sales for popular shows such as Celebrity MasterChef, Indian Idol and Superstar Singer, pioneering first-time brand integrations, and repositioning channels for maximum impact in both urban and rural markets.
Aneja’s approach combines content-first thinking with solution-led selling, focusing on empathy, insight and storytelling that resonates with audiences and brands alike. Colleagues praise her knack for building trust with agencies and clients while spotting innovative ways to convert ideas into revenue.
With this appointment, Spni aims to strengthen its agency relationships and continue delivering compelling advertising solutions that combine creativity with performance.
