Myntra scales creator affiliates as brands move beyond fixed-fee influencer deals
Indian consumer brands are increasingly tying creator payouts to sales and bookings rather than reach alone. Myntra says its Ultimate GlamClan has passed 7 million sign-ups, with 200,000 active users on its affiliate feature; Cleartrip is extending creator attribution to capture delayed travel bookings.
What happened
Indian consumer brands are shifting from fixed-fee influencer campaigns to performance-based creator-affiliate programmes. Myntra reports 7 million GlamClan
Key facts
- Myntra's Ultimate GlamClan has surpassed 7 million sign-ups
- Myntra's Affiliate feature has engaged 200,000 active users
- Cleartrip expanded its creator attribution window to 30 days
- Cleartrip credits creators for bookings made up to 15 days after content is viewed
Why this matters
Prioritize partnerships or acquisitions in attribution, affiliate infrastructure and creator networks that can connect content exposure to delayed and cross-channel purchases.
What to watch
- Growth in GlamClan active affiliates relative to its 7 million sign-up base.
- Disclosure of creator-attributed GMV, conversion rates, average order value, return rates and repeat purchase.
- Whether commissions are paid on placed orders, delivered orders or net revenue after returns and cancellations.
- Cleartrip's attribution-window length and evidence that creators influence delayed travel bookings.
- Brand budget reallocations from fixed influencer fees toward affiliate, marketplace advertising and creator-led performance spend.
- Creator complaints over tracking gaps, delayed payouts, commission cuts or code leakage.
- Regulatory or platform changes affecting affiliate disclosures, creator advertising labels and consumer-data sharing.
- Myntra expands GlamClan from affiliate links into creator storefronts, live-shopping, product seeding and commission tiers tied to conversion quality.
- Brands consolidate creator spend around partners with verified incrementality, repeat-customer acquisition and lower return rates rather than raw GMV.
- Cleartrip and other travel platforms lengthen attribution windows and introduce booking-status payouts that account for cancellation and post-booking changes.
- Creator-management firms build performance dashboards, negotiate hybrid retainers and diversify affiliate relationships across marketplaces.
- Marketplace ad products converge with affiliate tools, allowing brands to boost high-converting creator content with paid media.
Also reported by
- ET Brand Equity — Same time