India’s leading fashion eCommerce site- Myntra has all the ducks lined up to launch the biggest fashion sale of the country. End of Reason Sale celebrated as the biggest annual sale event of the year will see the light on 19th June’20 till 22 June’20 as the company does not allow COVID-19 alter its 11 years old tradition.

Myntra plans to make this work as all the employees gear up to work from home and stay connected through a videoconferencing app. There will be a dedicated central virtual room for tactical problem solving throughout the event. The company has also collaborated with Bollywood stars like Hrithik Roshan and Sonakshi Sinha and Tollywood actress Samantha Akkineni to spread the word and create excitement about the fashion sale.

What is New?

EORS gives the customers a chance to shop their favorite brands at greatly discounted prices, hence, the online platform experiences an incredible surge in orders. According to Myntra, it receives 20,000 orders per minute at its zenith as it brings about 7,00,000 products from 3000 fashion and lifestyle brands on the table. Albeit, the huge successes it experiences, the marketplace does not fail to discover new trajectories. This time it is going bigger!

“There is significant pent-up demand on the consumer side as well as keenness on the brands’ side to return to business. We are expanding reach to over 27,000 pincodes with a million shipments every day,” said Amar Nagaram, chief executive officer, Myntra.

Expanding the MFB portfolio:

Myntra sells its own labels known as “Myntra Fashion Brands” under the names like Ether, Anouk, Dressberry, etc. which offer a myriad of products to the customers, This year, Myntra plans to expand the portfolio by introducing 1,00,000 new products to cache.

Endorsing Local Brands:

Over 3500 Indian handloom products from 400 domestic brands are also available on the platform to support the local small and medium-sized businesses. The fashion event will also host over 1,000 brands in the western and sports apparel categories.

Influencer Activation:

Celebrity endorsement has always been a core marketing strategy but this time the company is pioneering its way to tie up with over 60 influencers both, at the local and regional levels for deeper penetration.

Direct Delivery:

Myntra has partnered with over 50 brands to directly deliver the products to the customer’s doorsteps to ensure safety and provide brand partners with a wider customer base.

New Brands on Board:

Shoppers will now have access to new brands as Myntra widens its brand portfolio by launching Charles and Keith, La Senza, Chicco, and Gant on the platform.


Myntra’s successful Kirana model, under MENSA (Myntra Extended Network for Service Augmentation), will play a major role in last-mile delivery in the upcoming EORS. Around 15,000 Kirana partners will cater to 75 percent of the overall deliveries spanning 300 cities

“Consumers seem to be opting for more in-house wear rather than the pre-lockdown era of making occasion-based fashion choices,” added Nagaram. Myntra expects  3 million customers across the country to safely shop from the upcoming fashion sale as they scroll through various categories like homeware, apparel, and accessories, kidswear, skincare, etc.



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