Myntra has unveiled Glamstream, an innovative content-commerce platform blending entertainment, fashion inspiration, and instant shopping. Positioned at the intersection of content, community, and commerce, Glamstream reflects how Gen Z and young India shop—through engaging, relatable content.
In its initial phase, Glamstream will feature over 500 hours of content, including 4,000+ episodes and 15 Myntra exclusives, with appearances by over 100 celebrities like Badshah, Vijay Deverakonda, Tabu, and Malaika Arora. The platform includes music videos, styling shows, beauty content, podcasts, and more—all integrated with seamless product discovery and shoppable features.
Glamstream also leverages Myntra’s Ultimate Glam Clan (UGC), its creator community of over 1 million users and 4.5 billion post views. This combination of celebrity influence and user-generated authenticity redefines how consumers discover and engage with fashion.
Embedded within the Myntra app, Glamstream uses advanced video tech, real-time rendering, and intelligent product tagging to enable intuitive, two-click shopping from video to cart. The experience is accessible via a floating action button on the app’s homepage.
According to Myntra CMO Sunder Balasubramanian, Glamstream addresses a key gap in fashion discovery—bridging social influence and shopping. VP Lakshminarayan Swaminathan added that the platform makes fashion discovery feel natural and immersive.
With India’s creator economy already influencing over $300B in spending (as per BCG), Glamstream offers a destination where entertainment drives commerce. Future updates will include AI-powered recommendations and creator storefronts, further personalizing and enhancing the shopping experience.