Myntra's June launch of Myntra Global in Singapore resurfaces, targeting Indian diaspora while doubling down on home market
Walmart-owned Myntra took its first step abroad with the June 2025 launch of Myntra Global in Singapore, tapping 650,000 Indians there, with 30,000 users signed up pre-launch. CEO Nandita Sinha stressed India remains core, citing sub-15% e-fashion penetration and Gen Z-led growth across fashion, beauty and lifestyle for its 100 million-plus customer base.
What happened
Walmart-owned Myntra is expanding globally, launching Myntra Global in Singapore to serve the Indian diaspora, while emphasizing continued India focus given low
Key facts
- 650,000 Indians in Singapore
- 30,000 Singapore users pre-launch
- less than 15% e-fashion penetration
- 12-15% target consumer base
- 100 million-plus customers
Why this matters
Singapore serves as a controlled beachhead for Walmart-owned Myntra to build cross-border capabilities, with the diaspora model potentially replicable across other high-density Indian expat markets.
What to watch
- Post-launch active-user and repeat-purchase metrics vs 30K pre-signups
- Announcement of additional international markets
- Cross-border unit economics / shipping-cost commentary in Walmart filings
- India e-fashion penetration climbing past 15% and beauty vertical growth
- Competitive response from Amazon, Ajio (Reliance), and Shein re-entry in India
- Scale marketing to Singapore diaspora via community/festival tie-ins (Diwali, weddings)
- Announce next 1-2 diaspora markets (UAE, UK) within 12-18 months if signup momentum holds
- Deepen ethnic-wear, beauty and D2C brand assortment as diaspora differentiator vs Amazon
- Continue aggressive India Gen Z, beauty and lifestyle push to protect core margins
- Leverage Walmart cross-border logistics to lower fulfillment cost