Myntra EORS sees 30% rise in new shoppers; D2C brands log strong demand growth

Myntra said its latest End of Reason Sale (EORS) recorded a 30% year-on-year increase in first-time shoppers, with non-metro cities contributing 55% of new customers. Demand for homegrown direct-to-consumer (D2C) brands rose 40% from a year ago, while the platform added 5,000 first-time partner brands. Fast-delivery service M-Now and Gen Z-focused platform FWD also reported higher engagement.