Mumbai: For Gen Z, fashion is becoming an essential rather than a discretionary expense, according to Head of Myntra, Sharon Pais, as the Flipkart-owned fashion platform sees more than 30% growth in orders and customers this year.

“Looksmaxxing is an essential part of their item,” Pais told ET. “I don’t think it is as discretionary anymore because it is the way they show up, the way they live their life socially. I think the lines are blurring.”

Gen Z now accounts for half of Myntra’s customer base, up from about a quarter a few years ago, helping drive what Pais described as unprecedented momentum since April. The company has yet to see inflation weigh on demand, she said, even as rising prices threaten household budgets.

“We are assessing the situation, but so far nothing to indicate such on the platform,” Pais said. “We have not seen that and we’ve seen good momentum so far.”

Myntra’s average order value rose 10–12% during the festive period, while the increase for the year so far was around 7–8%, she said. Pais attributed the trend to consumers upgrading to premium products, particularly for special occasions, as well as greater experimentation in beauty.

“I think the K-shaped is playing out,” she said, referring to the divergence in spending patterns between consumer groups.

Direct-to-consumer brands have become a more significant part of Myntra’s merchandise mix, with their share rising from single digits to high double digits, Pais said, without providing exact percentages.

“It is now a substantial number. It used to be in single digits. It’s now in high double digits,” she said.

The shift reflects growing demand for differentiated products, including women’s Indian wear, jewellery and footwear, rather than competition based solely on price.

Myntra’s Rising Stars programme helps emerging brands expand on the platform, while its Glamstream feature lets customers post video reviews and engage with brands.

Pais said brands that respond to changing consumer preferences and introduce new products could lower customer acquisition costs, while those that fail to innovate may need to spend more to attract shoppers.

Myntra’s rapid-delivery service M Now has reached double-digit share in the cities where it operates, Pais said

The company is also piloting a model that connects physical stores to its M Now Mall construct, offering a wider selection of products for delivery within 60–90 minutes.

“We have the stores connected through a 60 to 90 minute construct,” Pais said, citing Bestseller and Max as examples.

The pilot is intended to expand the assortment available for rapid delivery while giving brands another way to reach customers. Myntra is also working to connect national D2C brands and regional stores to the service, she said.

Pais identified its trend-focused fashion proposition Forward, customer-generated content through Glamstream and rapid delivery through M Now as key contributors to growth.

“When they come together, it’s quite multiplicative,” she said.

Myntra reaches 98% of India’s postal PIN codes, Pais said, adding that growth was balanced across metropolitan, Tier 1 and Tier 2 markets. International brands were seeing stronger growth in smaller cities as consumers gained access to a wider range of products.

“The aspiration levels are very equalized across different parts of the country,” she said, adding that Tier 2 consumers were surprising the company with their appetite for fashion.

“What is actually playing out is innovation through each of the brands,” Pais said, adding that international labels were also adapting their merchandise for India’s festive season.