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Our read
Myntra is likely to keep Tier 2 and 3 cities as its main festive growth driver as rivals chase them.
For operators
Myntra's festival drew 4x normal demand in 24 hours, with Tier 2 and 3 cities placing over half of orders, eastern India demand up sevenfold and M-Now orders doubled, so rival fashion retailers should check their regional stock, delivery speed and discount depth outside the metros.
Watch
Demand above the 4x normal reported for day one, held to the end of the festival, would mean the spike was not pulled-forward demand and sellers can stock deeper.
The report: Myntra's Big Fashion Festival draws 4x normal demand in first 24 hours, led by Tier 2 and 3 cities
Myntra said its Big Fashion Festival, which began on 8 October, drew demand four times normal levels in the first 24 hours, with Tier 2 and 3 cities placing more than half of orders. Eastern India demand rose sevenfold, and M-Now orders doubled.
- Demand vs normal, first 24 hours
- 4x
- Eastern India demand growth vs normal
- sevenfold
- New customer growth from eastern states
- 1.8 times
- Peak concurrent sessions
- nearly 1 million
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Reported figures
From the report. Source details below
| Demand growth in eastern India vs normal: | sevenfold |
|---|---|
| New customer growth from eastern states: | 1.8 times |
| Peak concurrent sessions: | nearly 1 million |
| Customers who paid for VIP tickets: | more than 1.25 million |
| T-shirts ordered per minute after midnight: | 800 |
| Shoes ordered per minute after midnight: | 500 |
| Kurtas and kurta sets ordered per minute: | 500 |
What to watch next
- Tier 2 and 3 share of orders staying above half in Myntra's later updates
- Eastern India new-customer growth versus the 1.8 times reported, in Myntra's next update
- M-Now order growth against the doubling reported, once the festival ends
- Rival festive sale launches or lower-tier delivery promises
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Myntra is likely to publish further festival milestones, probably cumulative order and new-customer figures, once the first-week data is in.
- Myntra may widen M-Now coverage and delivery promises in eastern and other Tier 2 and 3 cities, after M-Now orders doubled.
- Expect brands and sellers on Myntra to push more entry-priced and regional-taste assortments, as lower-tier cities drive over half of orders.
- Rivals such as Flipkart, Ajio and Amazon may counter with sharper Tier 2 and 3 offers and faster delivery claims.
- Logistics partners are likely to face strain in eastern India, where demand rose sevenfold, with delivery delays and returns the main risks.
The source
Filed
First seen