Myntra's Big Fashion Festival Nearly Doubles D2C and FWD Orders

Myntra's Big Fashion Festival recorded nearly double the order volume of regular business days for direct-to-consumer brands, international labels and its Gen Z-focused platform FWD, the company reported. The figure anchors a festive-sale edition that pushed seller volumes, non-metro acquisition and quick-commerce orders upward across India.

For marketplace operators and brand sourcing teams, the data point matters as a demand signal. Nearly doubled order volumes for D2C and international brands during a single event-sized window compress inventory planning and fulfilment capacity into days rather than weeks.

Who drove the demand?

Established Indian and international brands recorded demand during the sale, including RARE RABBIT, House of Pataudi, The Souled Store, SZN, CULT, Comet, MANGO, H&M, NEXT, ALDO, GAP, GUESS, adidas, Nike and Gymshark, according to Myntra. The list spans premium domestic labels and global sportswear, indicating broad-based category pull rather than a single vertical carrying the event.

Emerging brands also widened their reach. Visits to these brands increased 25% compared with the previous edition, and new customers from non-metro regions rose 74% over regular business days.

What did sellers gain?

Myntra has onboarded 12,000 sellers so far in 2026, giving businesses from Surat, Ludhiana, Kolkata and Delhi-NCR access to customers across India. During the festival, one in four sellers recorded a twofold increase in sales. More than 1,350 sellers reported a fivefold rise.

Those numbers describe measured seller outcomes during the event window, as reported by the platform itself, and should be read as company-claimed results rather than independently audited figures.

Where did growth concentrate?

Non-metro markets drove customer acquisition. Guwahati, Dehradun, Bhubaneswar, Jammu and Gorakhpur emerged as the fastest-growing non-metro cities during the sale.

Festive demand in eastern India — particularly West Bengal, Assam and Odisha — ran higher than during the previous edition, supported by ethnic wear, footwear and other fashion categories. Ethnic wear brands recording demand included Libas, Inddus, Soch, Koski and Aurelia.

Which categories performed?

Men's casual wear, men's occasion wear, men's casual footwear, sports footwear, women's sports apparel, women's western wear and kidswear all contributed to sales. Sports footwear orders increased 3.5 times compared with regular business days — the sharpest category multiplier Myntra disclosed.

The category spread signals where festive-season capacity should sit for brands supplying the marketplace: occasion wear and sports footwear carried outsized demand.

How did quick commerce perform?

Myntra's quick-commerce service, M-Now, recorded more than 2.6 times growth in orders compared with the previous Big Fashion Festival. Apparel in demand on the service included kurta sets, T-shirts, shirts, tops, jeans and dresses.

Brands recording high demand on M-Now included MANGO, Allen Solly, USPA, Van Heusen, Trendyol, Puma, Anouk, Sangria and HRX. The growth rate positions quick commerce as a growing channel for basic apparel replenishment, with implications for local fulfilment and inventory positioning near demand clusters.

The latest edition of BFF highlighted demand across apparel and footwear categories while giving emerging sellers access to a wider customer base through Myntra's online marketplace. Sourcing and channel teams should watch whether the doubled D2C order volumes and 2.6-times quick-commerce growth hold as baselines in the next edition.