Myntra Jewellery Demand Soars Ahead of Wedding Season
Strong Festive Momentum
Myntra has witnessed a sharp rise in jewellery sales ahead of the wedding season. The platform reported an 80% increase in demand during the Big Fashion Festival compared to the previous year. Many shoppers are now completing their festive looks with statement jewellery pieces, reflecting a growing interest in style-driven purchases.
Tier 2 and Tier 3 Cities Lead the Growth
Over 50% of the jewellery demand now comes from non-metro cities such as Guwahati, Dehradun, Bhubaneswar, and Jammu. These regions are emerging as key contributors to Myntra’s expanding jewellery market, fueled by affordable price points and growing brand accessibility.
A Vast and Diverse Portfolio
Myntra’s jewellery portfolio features more than 7.3 lakh styles across 2,100+ brands. The range includes imitation, silver, demi-fine, and fine gold and diamond jewellery. The recent addition of lab-grown diamonds has also attracted modern consumers looking for sustainable and premium designs.
Rising Stars in the Jewellery Lineup
Popular brands such as Tyaani by Karan Johar, Candere by Kalyan Jewellers, and Mia by Tanishq continue to gain traction. Labels like GIVA and Palmonas have recorded 90% year-on-year growth, while bridal favourites Rubans and Zaveri Pearls saw an impressive 120% surge in sales. Earrings, bracelets, pendants, and mangalsutras remain top-selling categories.
Everyday and Gifting Trends
Beyond festive and bridal occasions, shoppers are turning to jewellery for daily wear and meaningful gifting. Silver coins, pooja thalis, and idols have become popular festive choices, showing how jewellery has evolved from mere adornment to an expression of sentiment.
Non-Metros Powering the Shift
Neha Wali, VP of Category Management at Myntra, shared, “Jewellery is becoming one of Myntra’s highest traction categories. Customers are now buying not just for occasions, but also for everyday fashion and gifting. Demand from non-metros is fueling over half our growth this year.”
Fast Delivery with M-Now
Myntra’s hyper-speed delivery service, M-Now, is now active across six major cities—Mumbai, Delhi, Bengaluru, Hyderabad, Kolkata, and Pune. Customers can choose from over 400 jewellery styles, delivered in about 30 minutes. This service offers convenience for last-minute festive and wedding purchases.
Bright Prospects for the Future
With an expansive product range, growing regional demand, and rapid delivery options, Myntra’s jewellery category continues to shine. It stands as one of the platform’s fastest-growing segments, poised to drive continued growth through both everyday wear and special occasion collections.
