Myntra, the e-commerce company specializing in fashion and lifestyle, announced on Thursday that it tallied approximately 460 million customer visits during its recently concluded Big Fashion Festival, which was part of the festive season sale.

Myntra reported that the Indian wear category experienced a 2.2-fold surge in demand compared to typical business-as-usual days.

“Myntra’s marquee festive fashion event, the Big Fashion Festival (BFF), concluded its biggest edition by far witnessing about 460 million customer visits,” Myntra said in a statement.

This was the fourth edition of BFF where sellers at Myntra offered access to over 23 lakh styles while scaling up the selection by over 50 per cent from the previous edition, the statement said.

Some of the leading metros driving demand during BFF were Bengaluru, New Delhi, Mumbai and Hyderabad.

The platform also witnessed discerning customers with an appreciation for premium and trendy fashion from Tier 2 and 3 regions, fuelling the festive fervour with around 42 per cent of the demand originating from these regions.

“Lucknow, Patna, Indore, Guwahati, Bhubaneshwar, Dehradun, Jammu and Siliguri were among the top cities and towns in the non-metro regions,” the statement said.