Myntra Fashion Upgrade enters Limca Book of Records for largest amount of clothes collected for a cause

By

Isabelle Crossley

Published
Feb 20, 2019

Online fashion retailer Myntra has entered the Limca Book of Records 2019 edition for the largest ever clothes collection drive in India. The business collected used clothing for donation as part of its Myntra Fashion Upgrade event. 

Myntra collected a total of 473,690 units of clothing and footwear as part of its second Myntra Fashion Upgrade bi-annual sale event that took place in April last year. The Limca Book of Records has now confirmed that this set a new Indian record for the largest amount of clothing collected in a single event and clearly beat the previous total of 293,623 units of clothing. The figure will appear in the 2019 edition of the Indian records book.

During the Myntra Fashion Upgrade, shoppers could donate their used and unwanted clothing to earn points which could then be put towards purchasing new clothes to “upgrade” their wardrobe. The initiative was designed to encourage shoppers to donate clothing whilst also promoting Myntra’s sale.

For the drive, Myntra partnered with the non-profit organisation Goonj which was founded over 20 years ago and, since then, has been working to take urban surplus material to rural India to aid its development.