Myntra launches Glamstream to push content-led commerce
Myntra has announced the launch of 'Glamstream', a new digital destination that combines lifestyle content with instant shopping capabilities. Positioned as a shoppable entertainment platform, Glamstream aims to integrate fashion discovery, celebrity influence, and e-commerce in a single interface, targeting digitally engaged youth audiences across India.
As part of the launch, Myntra has partnered with music label 0075 Pentertainment for the release of 'Jordan', a new track by Badshah. The film features 17 curated looks that viewers can browse and purchase directly via Glamstream.
The platform will host more than 4,000 episodes across multiple content formats, including vlogs, podcasts, fictional shows, styling guides, music videos, and interviews. In its debut phase, Glamstream includes over 500 hours of short-form premium content featuring more than 100 celebrities and creators. Upcoming segments will include appearances by Vijay Deverakonda, Tabu, Zeenat Aman, Raveena Tandon, Tamannaah Bhatia, Khushi Kapoor, Bhumi Pednekar, and Malaika Arora, among others.
Glamstream will also incorporate user-generated content from Myntra’s existing creator network, the Ultimate Glam Clan (UGC), which currently includes over one million registered creators.
According to the company, the platform is designed to blur the lines between entertainment and e-commerce, offering users the ability to engage with lifestyle content and shop featured products simultaneously.
Speaking about the launch of Glamstream, Sunder Balasubramanian, Chief Marketing Officer, Myntra said “We are incredibly excited to collaborate with so many talented personalities to redefine the possibilities in lifestyle shopping and content commerce space. With Glamstream, Myntra is doubling down on making shopping entertaining and engaging like never before. Young people want to be inspired while they shop, and Glamstream is a one-of-its-kind platform that gives them exactly that: instant access to trends and best of fashion, all in one fun package."
Speaking at the press conference for Glamstream, Khushi Kapoor said “GlamStream is such a refreshing way to experience fashion. As a shopper, it’s exciting to explore content that blends style and pop culture so seamlessly. It’s fun, engaging, and feels completely in tune with how our generation likes to discover trends today.”
Also present at the press conference was Raveena Tandon. Speaking about Glamstream, she said, “It’s been so much fun being part of GlamStream and revisiting an era that defined so much of my personal style. The ‘90s were bold, expressive, and full of character — just like the fashion we’re seeing make a comeback today. Glamstream brings that energy to life in a way that’s entertaining, nostalgic, and completely shoppable. I’m thrilled to see this new way of celebrating fashion take off.”
The Glamstream experience is integrated into the Myntra app and can be accessed through a floating action button on the homepage, offering users streamlined access to fashion-led content and seamless shopping within the platform.
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