Bengaluru, May 15 : In line with the evolving shopping behaviour online, and content playing a key role in fashion discovery among shoppers, Myntra today announced the launch of a new ‘Affiliate’ feature within its Ultimate Glam Clan (UGC) program. The launch positions Myntra’s evolution toward a deeper creator-led commerce ecosystem as content, community and commerce increasingly converge. The move also marks a significant milestone in Myntra’s aim of enabling 1 million creators to participate in India’s evolving digital commerce ecosystem, reinforcing its position as one of the country’s most inclusive and scalable creator-first commerce platforms.
As fashion discovery increasingly shifts from catalogue-led browsing to content-led exploration, creators and communities are playing a larger role in influencing how consumers discover trends, products and brands online. Through the newly launched UGC Affiliate feature, creators can now amplify their recommendations from Myntra by sharing personalised storefronts, curated collections, specific UGC posts and affiliate-enabled product links across social media platforms and personal networks. By enabling discovery through authentic digital word-of-mouth and relatable content, the feature aims to strengthen creator-led commerce. With the launch of the UGC Affiliate feature, Myntra is democratising participation and enabling the next generation of digital entrepreneurs and communities across the country.
Speaking on the announcement, Sunder Balasubramanian, Chief Marketing Officer, Myntra, said:
“India’s creator economy is undergoing a fundamental shift, where creators’ influence is increasingly becoming more democratised, community-led and driven by authenticity. At Myntra, we see immense potential in empowering everyday shoppers to become creators and meaningful participants in this growing ecosystem. With this, our goal is to empower 1 million creators to drive the next wave of India’s digital commerce with authentic voices. Through our UGC and Affiliate feature, we are enabling the next generation of creators by giving them visibility, tools, community and real growth opportunities to scale their journeys.”
Users can unlock the Affiliate feature after creating their first three UGC posts on Myntra and earn commission on eligible sales generated through their affiliate-enabled content. Currently, over 6 million users have signed up for Ultimate Glam Clan, with more than 12 million content pieces created on the platform. Myntra’s overall creator ecosystem has also witnessed significant growth, scaling from approximately 100K creators per month last year to over 500K active creators per month currently.