Fashion discovery is getting a facelift on Myntra—and it’s not led by big influencers or stylists, but by regular shoppers across India. In just under a year, the company’s creator-driven initiative, Ultimate Glam Clan, has clocked over 5 lakh signups, making it the largest shopper-to-creator programme in the country.
Launched in September 2023, this programme invites everyday Myntra users to become creators by sharing product reviews, styling tips, and shopping experiences using photos and videos. And it’s catching on fast—especially among Gen Z, who now make up 67% of new participants.
This surge mirrors a larger shift in India’s digital creator ecosystem. According to EY, the number of content creators in the country has skyrocketed from under a million in 2020 to over four million in 2024. Interestingly, nano influencers—those with under 1,000 followers—make up nearly half of that number, proving that in today’s social media landscape, you don’t need a massive following to influence buying decisions.
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At the heart of Ultimate Glam Clan is authenticity. Myntra is banking on real stories from real shoppers, and it’s paying off. Shoppers are no longer just browsing polished catalogues—they’re engaging with posts from people like them, offering practical feedback and styling tips. The result? A 2% bump in user engagement on the app, as customers spend more time interacting with user-generated content (UGC).
Sunder Balasubramanian, Chief Marketing Officer at Myntra, sees this not as a trend, but a shift in mindset. “People today are tired of overly curated content,” he says. “They want to see what the product looks like on someone like them, in real life. That builds trust—and trust drives purchases.”
The creator journey on Glam Clan is gamified. Users climb from ‘Expert’ to ‘Leader’, and eventually to ‘Trendsetter’, with rewards increasing at each tier. On average, creators are earning ₹900/month, while top contributors have earned over ₹2 lakh in seven months. Add to that the launch of video content, and many are now doubling their earnings compared to image-based posts.
And it’s not just about posting—it’s about learning, too. The platform offers a Real-Time Analytics Dashboard, allowing creators to see how their content is performing: views, clicks, reach—you name it. It’s an invaluable tool for those looking to sharpen their content and grow their influence.
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There’s also money on the table. Active creators can earn up to ₹25,000 per month in Myntra credits, plus bonuses through limited-time challenges. And with the ever-expanding fashion catalogue, the opportunity to create engaging content is practically endless.
