In a quiet but notable shift, Eternal’s lifestyle platform District has begun offering clothing, accessories, and fashion merchandise on its app—marking the company’s first official step into the competitive online fashion space, according to sources familiar with the matter who spoke to IndianStartupNews (ISN).
Originally launched as a standalone venture focused on dining out and ticketed experiences, District had not signaled any ambitions to explore e-commerce, let alone fashion. The app was eventually merged with Paytm Insider, cementing its role as Eternal’s hub for event discovery and lifestyle bookings. That context makes this move all the more unexpected.
The fashion rollout was quietly activated within the District app, without a formal press announcement. With this shift, Eternal now finds itself competing directly with heavyweights like Nykaa Fashion, Myntra, Flipkart, Amazon Fashion, and Reliance’s Ajio—brands that dominate India’s booming online apparel market.
What’s unclear is how aggressively Eternal plans to pursue this new vertical. While the listings are live, there’s no word yet on how much investment or strategic focus the company intends to place on scaling its fashion ambitions.
The timing of the move is interesting. Eternal—formerly known as Zomato—recently reported its Q1FY26 financials, showing a steep 90% drop in profits, down to ₹25 crore. However, revenues jumped 70% year-on-year to ₹7,167 crore, thanks largely to robust growth in Blinkit and Hyperpure, its fast-growing B2B supply arm.
Whether fashion becomes a serious revenue contributor or just another experiment remains to be seen—but District’s sudden wardrobe upgrade suggests Eternal is hunting for new growth levers in every possible direction.
