MAM
Myntra’s End of Reason Sale registers it’s biggest ever opening with over 3.3 million products sold on Day 1; Registers 67% rise in orders over last year
Mumbai, December 23, 2019: The 11th edition of Myntra’s flagship End of Reason Sale, got off to a flying start, with the company selling 1.77 lakh items within the first 10 minutes of the sale going live and over 3.3 million products on Day 1 of the Key Highlights of Day 1 • 1.8 million app downloads before opening of the sale • 2.2 lakh new customers • 50% – shoppers from tier 2 & 3 cities sale. Myntra registered the highest ever orders on the first day witnessing a 67% rise in orders placed over last year.
The 2-day price reveal period ahead of the sale saw items wishlisted 100 million times by customers primarily from categories such as T-shirts, tops and dresses. 2.6 lakh orders were placed by 2.3 lakh customers availing the early access facility during the sale preview. The VIP slots knows as Gold Slots before the start of the sale, witnessed 3.8 lakh shoppers placing 4.1 lakh orders.
Myntra has witnessed enthusiastic participation from tier 2 and 3 cities across the country, with 50% of the orders coming from these regions with jackets, sweatshirts and casual shoes being the most popular items bought. Top tier 2 cities leading the sales on the first day were Noida, Guwahati, Ahmedabad, Ranchi and Nagpur.
As always, the present edition of EORS also brought with it novelty in the form of gamification to engage customers with 4 games, Brand Hunter, Logo Mania, Crossword and Santa Delivery. The games were developed in-house and over 6.5 lakh users played them to earn Insider points during the prebuzz period. Shout & Earn has been hugely popular and tried by 2.2 million people so far.
Speaking on the occasion, Amar Nagaram, CEO, Myntra, said, “We are extremely delighted and inspired by the encouraging response for the End of Reason Sale. We witnessed the highest ever sale on a single day in the history of Myntra with a 67% rise in orders over last year. We have also set a new record by acquiring 2.2 lakh new users on a given day with traffic to the platform rising 2X over baseline days. Sales on the first day have been led by men’s jeans and street wear, women’s western and ethnic wear, sports footwear and men’s casual wear.”
Brands
Abhinav Rastogi named global marketing director for YouTube Shopping
Google veteran to scale creator commerce and expand shopping across global markets
SINGAPORE: Abhinav Rastogi has stepped into a new role as global marketing director for YouTube Shopping, marking the latest chapter in a more than decade-long career at Google.
Rastogi, who took on the position in February and is based in Singapore, will lead global marketing for YouTube Shopping, a platform designed to connect creators, viewers and merchants in a single ecosystem. His remit includes expanding the service into new markets and strengthening its positioning as a growth channel for both creators and brands.
In a reflective note on the transition, Rastogi pointed to a simple but powerful idea driving the role. For years, creators have quietly built trust with audiences through consistent and authentic content, and that trust often shapes purchasing decisions. What is changing now, he said, is the infrastructure around that behaviour. YouTube Shopping aims to make it easier for viewers to discover and buy products recommended by creators they already follow.
The scale is already significant. More than half a million creators have joined the programme, with recent expansion into Japan through a partnership with Rakuten signalling further global ambitions.
Rastogi believes the future of shopping on YouTube will be driven by a blend of creators, content and communities. In his view, it is the human voice behind the screen, not just the product, that ultimately builds trust and drives discovery.
Prior to this role, he served as director of marketing, YouTube Asia Pacific, where he led regional marketing across creator engagement, brand building and reputation. During that time, he played a key role in launching and scaling YouTube Shopping across eight markets in the region.
Earlier stints at Google include group product marketing manager, consumer apps, overseeing growth for products such as Search, Maps and Assistant across India and Southeast Asia, and product marketing manager roles spanning consumer apps and YouTube, where he contributed to launches including YouTube Music, YouTube Originals and YouTube Shorts.
Rastogi began his career in consulting with Boston Consulting Group and A.T. Kearney, before moving into the technology sector. He is an alumnus of Indian Institute of Management Calcutta and Indian Institute of Technology Kanpur.
Alongside his corporate role, he is also an active angel investor, backing early-stage startups in consumer technology and electric mobility across India and Southeast Asia.
As he settles into the new role, Rastogi is betting on a future where every video can double up as a storefront, and where commerce feels less like a transaction and more like a recommendation from a trusted voice.
