19-05-2025
Myntra's Ultimate Glam Clan passes five lakh creator sign-ups, driven by Gen Z
Myntra has seen over five lakh users join its 'Ultimate Glam Clan' since the initiative launched in September. Positioned as India's largest shopper-led creator programme, it enables users to share fashion and beauty product reviews through short-form content on the platform to boost engagement.
According to Myntra, Gen Z shoppers have driven the growth of the programme, accounting for 67% of recent sign-ups, Indian Retailer Bureau reported. The brand said the initiative is redefining how consumers interact with products online by encouraging authentic, user-generated content. Myntra's Ultimate Glam Clan reached a total of four lakh creators on March 3 this year, Myntra announced on Facebook at the time.
'The growth of this programme is a testament to the growing demand for authentic, user-generated content and feedback loops in the digital ecosystem," said Myntra's chief marketing officer Sunder Balasubramanian Indian Retailer Bureau reported. "At Myntra, we understand that today's consumers, especially Gen-Z, prioritise authenticity when making purchasing decisions, and this programme is our way of creating a platform that shares real, relatable experiences between fellow shoppers. This enhances trust and the connection customers feel when making purchases, making their shopping journey more personal.'
The platform's tiered structure enables users to advance through levels such as 'Expert', 'Leader', and 'Trendsetter', unlocking greater rewards and visibility. Average payouts have reached Rs 900 per month, with top creators earning up to Rs 2 lakh. Myntra reported a 2% increase in app engagement per user since the programme's launch, supported by tools including a real-time analytics dashboard for content optimisation.
