₹25 Lakh Crore Market? Myntra Just Launched Glamstream India’s OTT for Fashion, And It’s Wild!

With over 100 celebrities and 4,000+ content episodes, Walmart-owned fashion giant Myntra is betting big on content-driven shopping with the launch of Glamstream, a new video-first platform. This move is part of Myntra’s larger strategy to capture a significant piece of India’s INR 25 lakh crore (approx. $300 billion) influencer-driven economy. With over 70 million monthly active users, Myntra wants to go beyond basic shopping by merging entertainment with e-commerce. They want to double the revenue from creator-led content within the next two years.

Introducing Glamstream: Shopping Meets Celebs & Stories

Launched on Friday, 4th July, Glamstream is a content-rich platform that combines music videos, bite-sized fiction, podcasts, and celebrity shows, all designed to be shoppable. Users can buy products directly while watching the content. The platform has already rolled out over 4,000 episodes, clocking 500+ hours of content.

Why Glamstream, and Why Now?

According to Sunder Balasubramanian, Myntra’s Chief Marketing Officer, over 70% of shoppers today rely on influencer or celebrity content to decide what to buy. Shoppers want relatable and real content, not just product images. That’s the gap Glamstream wants to fill.

Balasubramanian said, “We’ve been putting out influencer content on our app for 18 months. Now we’re levelling up by bringing in celebrities too.” He believes the future of shopping is content-led commerce.

Mynta’s Content-Led Journey So Far

Myntra isn’t new to this space. Over the last few years, it has introduced:

• M-Live (2021): A live shopping and streaming feature
• Myntra Studio: A personalised content hub with 20,000+ fashion and lifestyle tips
• Myntra Fashion Superstar: A talent show that finds and promotes rising fashion influencers

All of these efforts have now come together under the broader umbrella of Glamstream, which brings shoppable storytelling to the forefront.

Industry Push Towards Video and Influencer Shopping

India’s social commerce industry is experiencing rapid growth. From short-video apps to influencer platforms, content-led sales are now the backbone of online shopping.

Other players in this space include:

• Roposo: Creator-led live commerce with influencer pop-up stores
• Trell: Influencer-led discovery and reviews
• Moj x Flipkart: Tagging Flipkart products directly in short videos
• Meesho: Empowering women in small towns to resell products

A Bain & Company report (2020) predicted India’s social commerce market will grow to $20 billion by 2025 and reach $60-70 billion by 2030.

What Industry Leaders Say About This Shift

In the FICCI-EY Media & Entertainment Report 2025, Anupriya Acharya, CEO of Publicis Groupe South Asia, said:

“2025 will be the year of interactive, shoppable content driven by AI, data, and storytelling. Content, commerce, and community are coming together like never before.”

This trend confirms that platforms like Glamstream are well-timed to ride this transformation in how Indians shop.

The Future of Fashion Is Watchable and Shoppable

With India’s fashion e-commerce space getting crowded. For players like Amazon Fashion and Nykaa, Myntra’s Glamstream brings a clear differentiator to the table. By combining stories, songs, and stars with direct shopping options, Myntra hopes to turn casual browsing into high-conversion buying.

Stay tuned to The Reelstars for the latest updates from the digital and influencer world.