Bengaluru, October 10, 2026: Myntra’s flagship Big Fashion Festival (BFF), which began on October 8, witnessed a blockbuster start, clocking a 4X surge in demand over BAU in the first 24 hours of the shopping event. Non-metros led early momentum, with shoppers from Tier 2 and 3 cities contributing more than half of orders placed on the first day. Jaipur, Lucknow, Patna, Indore, Ludhiana, Surat, Dehradun, Bhubaneswar, and Mysuru emerged as high-traction hubs showcasing Myntra’s growing reach in India’s deeper pockets.
With a focused outreach in the eastern markets ahead of Durga Puja, BFF saw a 7X spike in demand over BAU from the region, with states like West Bengal, Assam and Bihar driving demand. New customers from these regions grew by 1.8X over BAU. Demand was led by categories like ethnic wear, casual wear, beauty essentials, and sportswear.
The opening hour at midnight saw customers order 800 T-shirts, 500 pairs of shoes and 500 kurtas and kurta sets per minute. Men’s T-shirts, jeans, kurtas, kurta sets, sneakers, sports shoes, women’s tops and dresses were among the most sought-after fashion categories. Perfumes, lipsticks and watches also emerged among customers’ top choices. Jompers, Aurelia, Diwas by Manyavar, House of Pataudi, Souragya, KISAH, and Libas were some of the popular occasion wear brands on the first day. Over 1.25 million customers chose to gain early access to the event with their VIP tickets.
Day one underscored a clear shift toward premium, with shoppers trading up, driving a higher average order value than the opening day of last year’s edition. Forever New, Levi’s, H&M, Tommy Hilfiger, Masaba, Michael Kors, Calvin Klein, Adidas Originals, Nike, Birkenstock, Victoria’s Secret, Beauty of Joseon, Laneige, ALDO, Comet, and GUESS were among the popular brands on day 1 of BFF.
M-Now, Myntra’s speed delivery proposition recorded a 2X spike in orders on day 1 of BFF, reflecting growing demand for speed and convenience in festive shopping. MANGO, USPA, Puma, Van Heusen, ASICS, Minimalist, Zouk, Titan, Timex and L’Oréal were among the popular brands, highlighting the diverse selection available to customers through M-Now.
Myntra’s technology capabilities supported a seamless shopping experience during peak demand. The platform handled nearly 1 million concurrent sessions on the opening day. The current edition of BFF features over 8 million styles and has been one of the most anticipated fashion, beauty, and lifestyle shopping events in the country.