The Ultimate Glam Clan blends inspiration with commerce to fuel one of India’s largest shopper-creator programmes
Bangalore, July 1, 2025: Myntra has achieved a major milestone with over 1 million shopper-creators now part of its Ultimate Glam Clan (UGC) program. Marking a 40% month-on-month growth, the program has clocked an impressive 4.5 billion post views since inception. Empowering everyday shoppers to become content creators, the Ultimate Glam Clan program is redefining how users engage with fashion and lifestyle on the platform. As shoppers increasingly turn to authentic, peer-led inspiration, with UGC, Myntra is building a scaled content flywheel — where everyday shoppers become creators, driving discovery and shaping fashion choices for fellow shoppers in a truly democratic and relatable way.
Myntra’s Ultimate Glam Clan is designed as a discovery-first feature, prioritizing inspiration and engagement. With over 1 million static and video posts now live on the platform, the program is gaining significant traction. More than 16% of Myntra’s Monthly Active Users actively engage with Ultimate Glam Clan as part of their browsing journey. Notably, 20% of these creators are contributing content regularly, and the platform has recently witnessed a remarkable 100% month-on-month growth in active creator participation.
At the heart of the Ultimate Glam Clan lies Myntra’s seamless integration of authentic content with commerce (shoppable content), driving stronger engagement and conversions. Orders placed through the content-led journey witness a 28% higher conversion rate compared to non-content pathways on the platform. Every UGC post is paired with a product tray, allowing customers to instantly explore and shop relevant style recommendations, bridging the gap between discovery and purchase decision-making in real time, on the same platform. The top categories for posts include apparel (67%), beauty and personal care (14%) followed by accessories and footwear.
Speaking on the milestone, Sunder Balasubramanian, CMO, Myntra, said, “At the heart of our strategy lies a strong commitment to authenticity, discovery through community voices, and long-term creator engagement. As the creator economy evolves, Myntra is focused on enabling everyday users to become credible and influential style advocates on the platform. At the same time, our Ultimate Glam Clan program is empowering consumers to make more informed, confident purchase decisions by surfacing relatable, real-world content that complements traditional catalogue browsing. By investing in tools, visibility, and monetization, Myntra is not only rewarding creators meaningfully for their contributions but also redefining how fashion is discovered and experienced by millions of shoppers.”
Myntra’s Ultimate Glam Clan aims to democratise the creator landscape as there is no need to have a big follower base. The creator cohort in the program is highly diverse, with 67% of the creators hailing from non-metro regions, reflecting the growing aspirations of Tier 2 and Tier 3 users. Notably, Gen Z is leading this creator revolution, accounting for 64% of these signups, a testament to the program’s strong resonance with the next generation of trendsetters. The creators also have the chance to further monetize their content and earn up to 25k every month
Myntra’s industry leading technology plays a key role in distributing creator content throughout the user journey. It helps customers discover relatable looks from real users while evaluating products. Creators also receive detailed content performance metrics, including views, reach, engagement, and revenue, which help them refine their content strategy and move up the program’s monetization tiers. Myntra will also roll out enhanced creation tools, including in-app video editing, music overlays, and a more seamless content upload experience. These additions aim to simplify and elevate content creation on the platform.
The Ultimate Glam Clan marks a major step towards Myntra to drive inspiration-led shopping, one that thrives on engagement, co-creation, and community-building. The initiative is not only elevating the shopping experience but also fostering a new era of creators and users who are inspired by style and empowered by technology.
