Myntra’s Glamfest Tour has emerged as a powerful lever for Gen Z engagement, reaching 10 lakh+ consumers across 35+ cities and supporting ~40% YoY growth in new customer acquisition across participating cities in Q1 2026. The multi-city platform, spanning concerts, creators and fashion discovery, underscores how cultural participation is increasingly influencing growth in emerging markets.
Over the past three months, Glamfest Tour has established itself as one of India’s largest multi-city youth engagement platforms. The initiative reflects Myntra’s focus on building stronger emotional resonance with young consumers through shared cultural moments that extend beyond commerce.
As part of the initiative, Myntra has collaborated with 40+ artists, including Sunidhi Chauhan, Farhan Akhtar, Amit Trivedi, Shaan, Darshan Raval, Benny Dayal, Asees Kaur and Nucleya, while partnering with H&M, Flying Machine, Spotify and L’Oréal for campus activations and FWD-led showcases. The platform has also strengthened the reach of FWD, Myntra Beauty and Ultimate Glam Clan across these markets, extending its role from experiential engagement to deeper consumer consideration.
Speaking on the campaign, Abhishek Gour, Senior Director – Brand Marketing, Myntra, said, “At Myntra, our differentiated approach to Gen Z is rooted in combining trend-first selection on FWD with experiences that go beyond transactions. As this cohort moves from passive consumption to active participation, fashion becomes a reflection of identity shaped by community, culture and content. With nearly 400 million Gen Z consumers in India, including close to 50 million across Tier 2 and beyond, we are seeing a clear shift towards brands that can deliver cultural relevance.”
“While aspiration and trend awareness are rising across these markets, access to large-scale, shared cultural experiences remains limited. Through the Glamfest Tour, we are bringing these worlds together through immersive, locally resonant experiences, strengthening how young consumers connect with the brand.” He added.
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