Myntra EORS sees over 130,000 first-time non-metro shoppers on day one

By

Isabelle Crossley

Published
Dec 12, 2022

The seventeenth edition of Myntra’s flagship End of Reason Sale saw participation from over 130,000 first-time shoppers from non-metro areas on day one. Flipkart’s fashion arm also reported that over half of shoppers were women. 

Myntra reported a strong uptick in demand across categories on the first day of its largest sale event of the year, the business announced in a press release on December 11. The significant participation from non-metro shoppers shows and increasing regional fashion-forward shopper base across India. 
 
“We are extremely delighted to see a strong shopping intent in customers looking at wrapping up the year in style, with EORS-17,” said Myntra’s chief business officer Sharon Pais in a press release. “Men and women have flanked the platform with equal enthusiasm, with a multitude of shoppers placing orders for millions of items. In addition to significant demand from the metros, Tier 2 and beyond cities and towns are also driving demand, indicating the rise of the non-metro fashion-forward shoppers. We are excited to deliver joy to the millions of customers that look forward to a seamless and memorable tech-led shopping experience over the next few days.”   

Popular categories for both metro and non-metro shoppers on day one included fitness. Demand for sports shoes rose by 75% compared to the same sale event last December and demand for smartwatches rose by 800% compared to Myntra’s last sale event. 
 
Myntra reported particular demand for fashion brands which have recently launched on the platform including Boohoo, Dorothy Perkins, Nasty Gal, Indifusion, Anomaly, Kenneth Cole, and Edheads. The upcoming winter wedding season helped to ensure rising demand for ethnic wear and the end of travel restrictions led to a boost in travel goods sales. 
 
Out of India’s metros, Bengaluru shopped the EROS the most on day one. The top five non-metro cities that shopped EROS day one were, Jaipur, Lucknow, Patna, Indore and Guwahati.