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-By Ankita Dutta

Myntra, a fashion e-commerce platform, recently introduced FWD, a fashion portal tailored
for Gen-Z, on its smartphone app, according to a press statement issued on Tuesday.
With a range of over 65,000 products, Myntra’s platform offers items from more than 500
popular companies including H&M, bebe, Trendyol, Tokyo Talkies, Hersheinbox, Street 9,
Athena, Boohoo, and Bonkers Corner. According to Myntra’s CEO, Nandita Sinha, Gen-Z is
an important target audience for them, and they are investing heavily in their development.
With the launch of FWD, Myntra aims to create an environment where the fashion needs of
this young demographic are thoroughly understood and promptly addressed.

Those born within 1997 and 2012 are referred to as Gen-Z. According to industry estimates,
India possesses approximately 20% of the world’s Gen-Z population, with a total purchasing
power of around $360 billion. This is a significant consumer group for fashion merchants.
Amazon Fashion will open its Gen-Z store in April 2023. More information can be found

Myntra will have around 8.6 million Gen-Z clients by 2022. According to the statement, the
company hopes to acquire 10 million new consumers over the course of the next two years
with the new launch.

According to the statement, Myntra will also consider expanding its FWD offering to over 1
lakh products by the close of the year. Myntra FWD will be displayed on the bottom navigation bar under the existing Myntra app to ensure visibility in its early days. It is also accessible through the platform as a separate page.

In 2007, Myntra, an online marketplace from Bengaluru, was established, and after being
acquired in 2014, it became a part of Flipkart. Currently, Myntra’s platform houses over
6,000 Indian and international fashion as well as lifestyle brands.