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Myntra, one of India’s leading fashion, beauty and lifestyle destinations, has seen the emergence of its Home category as one of its fastest-growing segments, witnessing an impressive 60% year-on-year rise in demand.
This is pivotal as it marks the platform’s evolution from a fashion-first destination to a comprehensive lifestyle destination, offering curated, premium home products that cater to the growing lifestyle needs of the customers.
“Last year, we collaborated with Masaba, who became the curator for our selection, themes, and looks for the Home category. Her role as the brand ambassador helped Myntra strengthen the premium positioning of the category with curated collections,” the online fashion retailer stated.
To meet this rising demand, the Bengaluru-based company has expanded its Home storefront, now offering over 5 lakh products across 1,700+ brands—a 70 percent YoY increase in selection.
The Home category has also gained significant traction on M-Now, Myntra’s 30-minute delivery service, ranking among the top three most in-demand categories.
“Myntra’s expertise in fashion has provided a strong foundation for adapting our platform to home decor shopping by focusing on personalization, trend-driven curation, and seamless shopping experiences. While fashion shopping emphasizes individual style and fit, home decor shopping is more about visualizing complete aesthetics and thematic coherence. With the launch of GenAI powered ‘Dream Room Inspiration’ on the Myntra app, customers can seek home decor inspirations from curated themes and explore different products that match each theme,” the company added in the statement.
Enhancing the home shopping experience further, Myntra has launched GenAI-powered ‘Dream Room Inspiration’, a feature designed to help customers explore curated themes and discover products that seamlessly blend with their chosen aesthetic.
Sharon Pais, Chief Business Officer, Myntra said, “Trust built across premium customer cohorts, a huge base of 70 million monthly active users and deep market penetration have encouraged us to bolster our lifestyle positioning, in addition to fashion. Driven by the commitment to solve the evolving needs of our customers, Myntra Home, at 60% YoY, is growing faster than the market. Taking the Home shopping experience a notch higher, the launch of ‘Dream Home Inspiration’ will allow an inspiration-driven shopping journey, focussing on trend-first themes, that help customers visualize how products can come together to create a cohesive look, reflecting their aesthetic sensibilities, similar to that of a fashion shopping experience. With Home becoming an equally integral part of one's lifestyle, we are leveraging our tech prowess to simplify the process from discovery to purchase based on trends and themes while elevating the shopping experience for home products.”
Meanwhile, demand for home, living & decor, kitchen, and appliances continues to grow at an impressive pace, with each category recording approximately 100 percent YoY growth. Products like home decor, quirky paintings, handmade artistry, artificial flowers, and plants are seeing a notable surge in popularity among shoppers.
