Myntra has launched a new Affiliate feature under its Ultimate Glam Clan (UGC) programme as the fashion e-commerce platform intensifies its focus on creator-led commerce and content-driven shopping experiences in India.
The company said the initiative comes at a time when online fashion discovery is increasingly being shaped by creator content, community recommendations and social sharing across digital platforms.
Under the new feature, creators will be able to share personalised storefronts, curated collections, UGC posts and affiliate-enabled product links across social media channels and personal networks. The move forms part of Myntra’s broader strategy to enable one million creators to participate in India’s expanding digital commerce ecosystem.
CMO Sunder Balasubramanian said India’s creator economy was undergoing a significant transformation, with influence becoming more democratised, community-led and driven by authenticity. He added that Myntra sees substantial potential in enabling everyday shoppers to become creators and active participants in the evolving ecosystem.
He further stated that the company aims to empower one million creators to drive the next phase of India’s digital commerce growth through authentic voices. According to him, the Ultimate Glam Clan programme and the new Affiliate feature are designed to provide creators with visibility, tools, community support and growth opportunities to scale their journeys.
As part of the updated system, users will gain access to the Affiliate feature after publishing their first three UGC posts on the platform. Eligible creators will then be able to earn commissions on sales generated through affiliate-linked content.
Myntra revealed that more than six million users have signed up for the Ultimate Glam Clan programme so far, while over 12 million pieces of content have been created on the platform.
The company also reported strong growth in its creator ecosystem, which has expanded from nearly 100,000 creators per month last year to more than 500,000 active creators per month currently.
The launch highlights the increasing influence of creators and social commerce in India’s online fashion and lifestyle retail market, where purchasing decisions are becoming progressively shaped by digital content and peer recommendations.
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