Myntra took fashion global via Singapore launch, keeping India at its core (resurfacing a June 2025 move)
CEO Nandita Sinha unveiled Myntra Global back in June 2025, targeting Singapore's 650,000-strong Indian diaspora with 30,000 pre-launch signups. Domestically, Myntra eyes 100 million-plus customers as India's e-fashion penetration stays under 15%, leaving ample runway for growth.
What happened
Myntra CEO Nandita Sinha outlines global expansion via Myntra Global's Singapore launch targeting the Indian diaspora, while reaffirming India as core with
Key facts
- 650,000 Indians in Singapore
- 30,000 users pre-launch
- 12-15% initial consumer base target
- under 15% e-fashion penetration India
- 100 million-plus customers
Why this matters
Singapore is a low-risk beachhead to validate cross-border fashion logistics and diaspora demand, creating a template for further international markets and potential local partnership or acquisition targets.
What to watch
- Signup-to-purchase conversion rate vs the 12-15% base target
- Repeat purchase / retention within first 90 days in Singapore
- Average order value and return rate on cross-border shipments
- Competitive response from Zalora, Amazon SG, and Shein
- Announcement of a second international market
- Announce ethnic/fusion-wear brand partnerships and D2C designer onboarding to differentiate from Zalora/Amazon SG
- Build localized last-mile and returns infrastructure in Singapore to protect margins
- Signal next diaspora market (UAE/UK/US) based on Singapore conversion data
- Deepen India penetration push in tier-2/3 cities in parallel to sustain core revenue