Fashion and lifestyle e-commerce platform Myntra has brought on board Alia Bhatt as its brand ambassador for both its core platform and Myntra Beauty. The move signals a strategic push to deepen its footprint in the fashion and beauty segments while widening its appeal among Gen Z and millennial consumers.
The collaboration is designed to enhance consumer engagement and drive product discovery, aligning with Myntra’s broader focus on making fashion and beauty more accessible across India. As part of this partnership, Alia appears in her first campaign for Myntra Beauty, introducing the ‘Glow Up Days’ event. The campaign centres on everyday beauty routines and positions premium products as more attainable for a wider audience.
She shared that for her, fashion and beauty are tools of self-expression and confidence, and noted that Myntra’s seamless integration of brands, trends, and technology creates an inspiring shopping experience. She also expressed enthusiasm about being part of the platform’s growth journey in India’s fashion and beauty retail space.
Commenting on the association, Myntra’s Chief Marketing Officer Sunder Balasubramanian highlighted the brand’s ongoing commitment to improving accessibility and discovery for consumers. He indicated that Bhatt’s cross-generational appeal and widespread connect make her a strong fit for the brand’s vision, adding that her debut campaign effectively captures a relatable and engaging tone.
Myntra continues to invest significantly in its beauty vertical, which has emerged as one of its fastest-growing categories. This growth is being driven by an expanding portfolio of brands and a sustained focus on personalised shopping experiences.
