If your screen time is equally divided between binging reels, seeking outfit inspiration, and adding things to your shopping cart—you’re exactly who Myntra had in mind while building Glamstream. This fresh feature on the Myntra app blurs the lines between entertainment and ecommerce in a way that feels both addictive and oddly intuitive.
Glamstream isn’t just a video hub. It’s a scrollable, snackable style feed packed with everything you love: music videos, travel and wedding vlogs, beauty shows, podcasts, fictional content, and even creator-generated clips—all curated to inspire and shop from in real time.
What makes it stand out? The cast. Think of a dazzling carousel featuring Badshah, Tabu, Zeenat Aman, Raveena Tandon, Khushi Kapoor, Vijay Deverakonda and many others—presenting not just content, but also clickable fashion moments. Every video includes interactive product trays, letting you browse and buy straight from the stream.
From Stars to Shoppers: Where Fashion Becomes Entertainment
With over 500 hours of streamable content, Glamstream’s lineup features a dazzling mix of music videos, travel vlogs, wedding series, beauty tutorials, podcasts, and fictional shows. And it’s not just the content that’s premium—the cast includes 100+ top-tier personalities such as Badshah, Tabu, Zeenat Aman, Raveena Tandon, Khushi Kapoor, Tamannaah Bhatia, and more.
Every episode comes shoppable—with interactive product trays integrated directly into the video. Users can now tap to explore, swipe to shop, and scroll their way from fashion inspiration to instant checkout—without ever leaving the stream.
The Rise of the Creator Economy: UGC Joins the Glam Game
Enhancing the allure of celebrity content is the Ultimate Glam Clan (UGC)—Myntra’s growing community of over 1 million shopper-creators. Since its launch in August 2024, UGC has garnered over 4.5 billion post views, forming the backbone of Myntra’s next-gen social commerce vision.
By fusing celebrity storytelling with authentic creator content, Glamstream becomes a unique space where aspiration meets relatability, and where every user can be inspired—and become an influencer.
Shopping Made Seamless, Personal & Playful
Unlike traditional e-commerce flows, Glamstream flips the script: content first, commerce follows. The feature is natively housed within the Myntra app and easily accessible via a floating action button—giving users a natural, scrollable interface that mimics the fluidity of social media feeds.
Myntra’s CMO Sunder Balasubramanian explains, “Fashion discovery today is shaped by cultural influence and real-world relatability. With Glamstream, we’re crafting a content-first experience—bringing together inspiration, entertainment, and accessibility, all at once.”
Meanwhile, Lakshminarayan Swaminathan, VP of Product Management & Design, highlights the tech behind the experience: “Our focus has been to ensure every tap, swipe and scroll feels effortless. Glamstream is where advanced video tech meets emotional shopping—making discovery both fun and functional.”
Setting the Pace for India’s $1 Trillion Creator Economy
According to BCG, India’s creator economy already influences over $300 billion in annual spending and is projected to surpass $1 trillion in the near future. Glamstream is Myntra’s bold bet on this future—an evolving platform where content drives commerce, and shopping becomes as engaging as streaming.
Looking ahead, the brand plans to integrate AI-powered recommendations, launch creator storefronts, and further experiment with immersive content formats that marry fashion with storytelling.
With Glamstream, Myntra isn’t just launching a feature—it’s launching the future of how India shops, streams, and self-expresses. Fashion is now entertainment. Shopping is now storytelling. And the journey from inspiration to checkout? Just a swipe away.
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