Myntra launches Glamstream, a shoppable lifestyle content platform blending entertainment and commerce
Myntra has unveiled Glamstream, a unique, shoppable lifestyle content destination that seamlessly integrates entertainment, fashion inspiration, and instant shopping access. The move elevates Myntra’s content-commerce strategy, aligning with how young India prefers to shop — where inspiration and purchase meet within an engaging feed.
According to Myntra, Glamstream combines content, community, and commerce in a way that reflects modern consumer behaviour. Unlike traditional shopping flows, Glamstream begins with content — binge-worthy and interactive — enabling discovery and embedded commerce at every step.
In its first phase, Glamstream offers over 500 hours of content, including 15 Myntra exclusives and 4,000+ episodes featuring more than 100 celebrities from Bollywood, OTT, and the creator economy. The content spans music videos, travel and wedding vlogs, styling shows, podcasts, and fictional series, all tied to seamless product discovery.
Glamstream also integrates Ultimate Glam Clan (UGC), Myntra’s shopper-creator community launched in 2024, now boasting over 1 million creators and 4.5 billion post views. This blend of authentic creator content and aspirational celebrity storytelling, Myntra says, “redefines fashion discovery and engagement.”
Shoppers can interact with product trays embedded within videos, enabling purchases in just two steps — from inspiration to checkout — directly on the Myntra app.
Sunder Balasubramanian, CMO, said: “With Glamstream, we’re reimagining commerce as a content-first experience — seamlessly bringing together authentic inspiration, entertainment, and instant access. We are helping define the future of shopping.”
Lakshminarayan Swaminathan, Vice President of Product Management and Design, added that the platform uses advanced video infrastructure, intelligent tagging, and real-time rendering for an intuitive, immersive experience.
Looking ahead, Myntra plans to roll out AI-powered personalised recommendations, influencer storefronts, and more immersive formats to deepen engagement within Glamstream.
With this launch, Myntra strengthens its position at the forefront of India’s social commerce space, merging cultural influence with shopping in a way that feels organic and entertaining.