Flipkart-owned Myntra Enters Singapore to Serve Indian Diaspora
Myntra, owned by Flipkart, has officially expanded into international shipping, starting with Singapore, to meet the fashion needs of the 6.04 million-strong Indian diaspora. Announced by CEO Nandita Sinha during a virtual press conference, the move will allow customers in Singapore to access a wide selection of Indian fashion directly from India, targeting key cultural moments like festivals and weddings.
Sinha revealed that Myntra sees around 30,000 monthly visitors from Singapore on its Indian platform, out of its 70 million monthly active users globally. With the new cross-border service, the platform will offer over 35,000 styles from 100+ Indian brands including Aurelia, Libas, Global Desi, Bombay Dyeing, and Rare Rabbit, and plans to scale to 100,000 items in the future. Shipping times are expected to range between 4 to 7 days, and the company aims to reach 12-15% of Indian consumers in Singapore initially.
While the service is fully operated from India—without local offices or warehouses—Myntra plans to study consumer behavior in Singapore before expanding further abroad. Shipping charges and import duties will apply, and pricing decisions will be left to individual brands.
This move aligns with Myntra’s broader global ambitions. As part of Myntra Global, the company hopes to attract new customer segments and strengthen international brand loyalty. Notably, the platform had earlier tested the waters with limited sales in the Middle East via local partnerships.
Singapore, a mature e-commerce market with 3.51 million online shoppers and an e-commerce GMV expected to hit $11 billion by 2025, presents a strategic launchpad. Competing platforms in the region include Shopee, Lazada, Amazon, Aliexpress, and Zalora.
While Amazon’s Global Selling program has enabled 1.5 lakh Indian exporters to reach global consumers and export over $13 billion worth of goods, Myntra is positioning itself to serve the diaspora with a culturally relevant offering, rather than competing on infrastructure or price.
Myntra, founded in 2007, reported a 14.7% revenue growth, reaching ₹5,121.8 crore in the last fiscal year. The Singapore expansion marks a significant step in its international journey, with the company looking to build long-term brand affinity among global Indian communities.
