Myntra’s Ultimate Glam Clan Crosses 5 Lakh Creators, Driven by Gen Z and a Growing Thirst for Realness in Fashion Content

Retail & Ecommerce

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May 26, 2025

Image of myntra — Myntra’s Ultimate Glam Clan Crosses 5 Lakh Creators, Driven by Gen Z and a Growing Thirst for Realness in Fashion Content

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.

Zepto Delivery Workers in Hyderabad Strike Over Pay Cuts: TGPWU Says Rates Slashed from ₹35 to ₹10 per Order

Quick Commerce

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May 24, 2025

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Image-of-zepto — Zepto Delivery Workers in Hyderabad Strike Over Pay Cuts: TGPWU Says Rates Slashed from ₹35 to ₹10 per Order

In Hyderabad, delivery workers tied to quick commerce firm Zepto have stopped work indefinitely, pushing back against what they describe as unfair treatment and a sharp drop in their earnings. The Telangana Gig and Platform Workers Union (TGPWU), which represents many of these workers, claims the company has slashed per-delivery payouts to as low as ₹10–15 — a steep cut from the ₹35 workers say they were earning just a couple of months ago.

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Shaik Salauddin, who leads the TGPWU, said frustration is mounting among the workers. “We’re hoping the authorities will step in, but if nothing changes soon, we’re ready to take this protest beyond Hyderabad,” he told The Economic Times.

The union has written to the state’s labour department, calling for an inspection of Zepto’s so-called ‘dark stores’ — the local warehouses powering their rapid delivery promises. The letter urges the government to check if Zepto is abiding by basic wage laws and providing any legal safeguards to the gig workers on whom its operations rely.

This protest, now into its fifth day, has affected several Zepto locations across the city. According to the union, the company hasn’t yet responded to the striking workers or attempted to open a line of communication. The TGPWU also accused Zepto of penalizing workers arbitrarily — citing unexplained fines, account suspensions, and a lack of transparency in performance assessments. “There’s no proper system in place to contest these actions or even understand how they’re being judged,” the union stated.

Meanwhile, concerns about practices in the ecommerce and quick commerce sector are growing louder. Just last month, trade bodies like the Confederation of All India Traders (CAIT), the All India Mobile Retailers Association (AIMRA), and the Organised Retailers Association (ORA) flagged what they called “unchecked” business tactics by major players in the space.

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Their complaints included accusations of deep discounts and inventory-led sales — methods that run afoul of foreign direct investment (FDI) rules meant to keep marketplaces neutral and competitive.

Zepto Cafe Shuts 44 Outlets Across North India, 400+ Jobs Hit as Supply Chain Struggles Mount

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May 24, 2025

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Image of zepto cafe. — Zepto Cafe Shuts 44 Outlets Across North India, 400+ Jobs Hit as Supply Chain Struggles Mount

Zepto’s café venture — the quick-delivery unicorn’s foray into ready-to-eat food — has hit a speed bump. The company has halted operations at dozens of its Zepto Cafe outlets in smaller northern cities, including Agra, Chandigarh, Meerut, Mohali, and Amritsar.

According to a report by ET Now, around 44 cafes have temporarily shut their doors, affecting over 400 employees. Zepto confirmed the closures, citing ongoing supply chain hiccups. In a statement to the channel, the company said it expects to get these locations back on track by the end of the next quarter.

“We’re still bullish on the café business and plan to double down on it with fresh investments,” a spokesperson said, without offering specifics on the reopening timeline.

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In addition to the temporary closures, Zepto is reportedly trimming its in-store workforce. While a typical Zepto Cafe is staffed by about nine employees, the company is looking to reduce that number to seven or eight at several locations as part of an internal restructuring.

These developments come amid rising salary bills for the startup. A Moneycontrol report notes that Zepto spent around ₹95 crore on employee salaries in April. Though slightly lower than previous months, that figure is about 80% of what larger players like Zomato and Swiggy pay — even though Zepto has nearly half their workforce.

In March, Zepto’s payroll reportedly crossed ₹115 crore. Salaries in January and February hovered between ₹105–₹110 crore.

Adding to Zepto’s woes, delivery executives in Hyderabad have launched an indefinite strike, now in its fifth day. The workers are protesting a drastic cut in their per-order payment — from ₹35 earlier this year to just ₹10–₹12 in May.

Shaik Salauddin, president of the Telangana Gig and Platform Workers’ Union (TGPWU), told Inc42 that Zepto has not shown any intention to reverse the cut. “Local managers told us point-blank there will be no revision,” he said.

The union has now taken the matter to the state’s additional labour commissioner, E. Gangadhar, urging the government to step in over what they describe as “ongoing violations of worker rights.” Workers across several dark stores in the city have joined the protest, claiming the company has failed to respond to repeated requests for a meeting.

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The situation paints a challenging picture for Zepto, which is juggling supply chain problems, operational slowdowns, rising costs, and labour unrest — all while trying to establish its niche in India’s crowded quick-commerce market.

Tamannaah Bhatia Lands ₹6.2 Cr Deal as Mysore Sandal Soap Ambassador — Karnataka Govt Faces Backlash Over Choice

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May 24, 2025

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Image-of-mysore-sandal-soap. — Tamannaah Bhatia Lands ₹6.2 Cr Deal as Mysore Sandal Soap Ambassador — Karnataka Govt Faces Backlash Over Choice

The Karnataka government has chosen actor Tamannaah Bhatia as the face of its iconic Mysore Sandal Soap, signing her on for a two-year endorsement deal worth ₹6.2 crore. While the announcement made headlines on Thursday, it also stirred a hornet’s nest on social media — with many questioning why a non-Kannada actor was picked to represent a legacy brand rooted in Karnataka’s cultural identity.

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A government-issued notification naming Tamannaah as the brand ambassador began circulating online, confirming the actor’s appointment and the compensation she will receive — a figure verified by Moneycontrol.

However, the decision didn’t sit well with a large section of the public, especially on X (formerly Twitter), where users expressed disappointment over the exclusion of local talent. One user bluntly asked, “Many Kannada actresses are there — why go for someone from outside?” Another suggested, “Rukmini Vasanth would’ve been a perfect fit,” while someone else proposed, “Why not Pranitha? She’s a native Kannada speaker and familiar across South India.” Others dropped names like Rashmika Mandanna and Srinidhi Shetty, arguing that homegrown stars should be given the platform to represent Karnataka’s heritage brands.

In response to the criticism, Karnataka’s Minister for Commerce & Industries, M.B. Patil, stood by the decision, indicating that the move was strategic and aimed at broader brand visibility — though further details on the reasoning have not yet been officially shared.

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As the debate plays out online, the government’s choice continues to divide opinion — between those calling for local representation and those who view the move as a savvy marketing decision to widen the brand’s reach.

Mukesh Ambani Commits ₹75,000 Cr to North-East: Reliance to Boost Retail, Jobs, and Rural Incomes Across 8 States

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May 24, 2025

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Image of reliance retail. — Mukesh Ambani Commits ₹75,000 Cr to North-East: Reliance to Boost Retail, Jobs, and Rural Incomes Across 8 States

At the Rising NorthEast Investors Summit held on Friday, Reliance Industries Chairman Mukesh Ambani announced an ambitious ₹75,000 crore commitment aimed at reshaping the economic landscape of India’s North-Eastern states over the next five years. A major part of this investment will go into expanding Reliance Retail’s footprint and strengthening the company’s supply chain across the region.

Retail is just one piece of Reliance’s larger vision for the North-East, which also includes plans in renewable energy, telecom, consumer goods manufacturing, healthcare infrastructure, and even sports. Ambani said the company intends to source more fruits, vegetables, grains, and local handmade products directly from the region — with a goal of integrating more farmers and artisans into its growing national supply network.

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“We see enormous potential in the culture, talent, and energy of the North-East,” Ambani said, describing the region as one of the most youthful and rapidly progressing parts of the country. “Reliance wants to ensure that local communities directly benefit from this growth.”

So far, Reliance has put in ₹30,000 crore in the North-East over the last 40 years. Now, that number is set to more than double. The expanded investment is expected to create over 2.5 million direct and indirect jobs across eight states — Arunachal Pradesh, Assam, Manipur, Meghalaya, Mizoram, Nagaland, Sikkim, and Tripura.

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As part of the announcement, Ambani outlined six key promises to the Chief Ministers of these states, aimed at increasing rural incomes, encouraging entrepreneurship, and bringing world-class infrastructure and opportunities closer to the people of the region.

Honasa Consumer Posts ₹534 Cr Q4 Revenue, Net Profit Slides 16% Despite Mamaearth’s Distribution Overhaul

Growth

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May 24, 2025

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Image of hosana — Honasa Consumer Posts ₹534 Cr Q4 Revenue, Net Profit Slides 16% Despite Mamaearth’s Distribution Overhaul

Mamaearth’s parent company, Honasa Consumer, posted operating revenue of ₹534 crore for the January–March 2025 quarter — a 13.3% jump compared to the same period last year. The uptick hints at the company regaining its footing after months of offline channel upheaval that had dented its recent performance.

Despite the revenue rise, profits took a hit. Net income dropped to ₹25 crore, down from ₹30 crore a year earlier. This slip comes even as sales picked up, pointing to lingering costs from a major overhaul of Honasa’s distribution strategy. Dubbed Project Neev, the initiative replaced the traditional wholesale model with direct distribution in India’s 50 largest cities — a shift launched in the second quarter of FY25.

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For the full financial year, Honasa reported operating revenue of ₹2,067 crore — up 7.66% from ₹1,920 crore the previous year. Total income touched ₹2,146 crore. Still, annual net profit fell to ₹73 crore from ₹110 crore in FY24, showing the financial drag from the transition hasn’t fully eased yet.

Back in the July–September quarter, the changes took a sharper toll. Honasa saw revenues drop 7% year-on-year and recorded a ₹19 crore net loss, largely due to a hefty ₹63.5 crore provision for sales returns tied to the new distribution model. The company had phased out indirect wholesalers in favor of billing directly to distributors — a move aimed at tightening control over margins and boosting efficiency.

In a conversation with The Economic Times, Varun Alagh, Co-founder and CEO of Honasa, said the company believes the most disruptive phase is now behind it. “We expect the benefits of this transition to start showing clearly in the next fiscal,” he said.

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The direct distribution model has already doubled Honasa’s offline presence — expanding from 50,000 to 100,000 stores. The company now aims to reach 150,000 retail points in the next year.

Disrupting the Brew Game: How Sardar-Ji-Bakhsh Is Using Street Cred, Affordable Indulgence, and Smart Franchising to Scale Across India

Entrepreneurship

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May 23, 2025

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Image of kavalpreet kaur — Disrupting the Brew Game: How Sardar-Ji-Bakhsh Is Using Street Cred, Affordable Indulgence, and Smart Franchising to Scale Across India

When Sardar-Ji-Bakhsh Coffee & Co. opened its first café in December 2017, the goal was simple, to serve great coffee that felt accessible. Before launching its physical stores, the brand began with humble mobile carts, laying the groundwork for a community-focused approach to coffee.

Today, with Kavalpreet Kaur steering the brand as its Chief Business Officer, that vision continues to evolve with greater ambition and refinement. “We still believe most people in India don’t have access to a genuinely good cup of coffee,” she says. “That’s what we’re solving for: good coffee, made approachable.” The brand has also expanded its focus beyond coffee, offering freshly prepared food made live in each café’s kitchen. Nothing is frozen or outsourced.

Founder and Chief of Execution Sanmeet Kalra adds, “We’ve always believed in staying close to our customer. Starting with carts helped us understand what people really wanted. That’s what shaped our entire brand philosophy.”

Rohit Kamboj, Co-founder and Chief of Operations, echoes this: “Execution has always been at the heart of our growth. From training staff to sourcing ingredients, we’ve kept every detail in-house to retain control over quality.”

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Their local-first mindset also influences how they choose locations. “We aim to build neighborhood cafés,” says Kaur. “Not mall outlets or high-end plazas. Just places you can walk to from home.” The result is a loyal customer base, with 60 to 70 percent of footfall coming from regulars who visit daily.

What sets Sardar-Ji-Bakhsh apart from global chains like Starbucks isn’t just its pricing or Indian identity. It’s their commitment to freshness. From dressings to sandwich spreads, everything is made in-house. Even new product development is done in a hands-on, experimental way. One standout example is their Bengaluru Iced brew, a beverage that blends espresso with instant coffee and became an unexpected hit.

“That drink was born out of a late-night experiment,” recalls Kalra. “We just tried something unconventional, and customers loved it.”

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With dozens of cafés open and several more on the way, the brand aims to reach 100 locations within the next three years. Maintaining consistency is key. Each café has its own kitchen, but standard recipe books, thorough training, and regular audits ensure quality stays intact.

“Scale without compromise has been our biggest challenge and our biggest win,” says Kamboj. “We’ve managed to grow fast, but not at the cost of what makes us special.”

Their marketing strategy is also deeply local. Rather than pushing a one-size-fits-all identity, each café reflects the character of its neighborhood, with local art, games, and books adding a personal touch. The aim is to create a space that feels familiar, not flashy.

Looking ahead, Sardar-Ji-Bakhsh Coffee & Co. has plans to explore airport outlets and even international expansion. For now, the focus remains on deepening their presence in India and growing a coffee culture that’s warm, authentic, and centered on the everyday consumer.

BlackCarrot Raises Pre-Seed Round Led by Venture Catalysts; Neha Dhupia, Agnello Dias Join Health-First Dinnerware Bet

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May 23, 2025

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Image-of-blackcarrot. — BlackCarrot Raises Pre-Seed Round Led by Venture Catalysts; Neha Dhupia, Agnello Dias Join Health-First Dinnerware Bet

BlackCarrot, a rising brand that’s setting out to redefine what Indian homes put on their dining tables, has just closed its pre-seed funding round — pulling in capital from some well-known names in venture capital and entertainment.

The round was spearheaded by Venture Catalysts, with additional support from We Founder Circle, EvolveX Accelerator, GX Ventures, and Suraj Nalin, the co-founder of PlaySimple Games. Bollywood actor Neha Dhupia and advertising veteran Agnello Dias — former Chief Creative Officer at JWT — have also come on board as investors. Notably, Neha Dhupia made her first investment in BlackCarrot back in April 2024.

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The brand was co-founded by Yadupati Gupta, who previously worked in investment banking with J.P. Morgan and Avendus Capital, and Vishal Gupta, who brings years of experience from Wipro Consumer Care and VIP Luggage. The duo says BlackCarrot was born out of a simple question: why can’t dinnerware be stylish, safe, and rooted in conscious living?

BlackCarrot’s product line includes ceramicware free from Bone China (no animal bone ash), lead-free glassware, and food-grade stainless steel cutlery — aiming to serve modern Indian households that care as much about what’s on the table as what’s in it.

“BlackCarrot isn’t just another lifestyle brand — it’s a movement toward more mindful living,” said Dhupia. “It brings together design, health, and heritage in a way that’s rare in this category.”

The startup isn’t wasting any time in getting in front of customers either. Its products are now available on platforms like Myntra, Amazon, Flipkart, Nykaa Fashion, and Tata Cliq Luxury. It’s also made inroads into physical retail through Nature’s Basket and Food Square, and has partnered with Zepto — led by Aadit Palicha — to offer rapid delivery in select cities.

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With its funding round closed and momentum building, BlackCarrot looks ready to take a bigger bite of India’s booming home and lifestyle market.

Paytm Founder Outsmarts WhatsApp Scammer Pretending to Be Him — Exposes .exe Fraud with Wit and a Landline Number

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May 23, 2025

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Image of paytm. — Paytm Founder Outsmarts WhatsApp Scammer Pretending to Be Him — Exposes .exe Fraud with Wit and a Landline Number

In a twist worthy of a comedy sketch, Paytm’s founder and CEO Vijay Shekhar Sharma found himself at the receiving end of an amateur scam attempt — from a fraudster claiming to be him.

Sharma shared the hilarious incident on social media platform X, posting screenshots of a WhatsApp conversation where the impersonator, using Sharma’s name and photo, kicked off the conversation with the straight-faced opener: “Are you in the company now?”

Rather than blocking the number, Sharma decided to play along. The fake “Vijay Shekhar Sharma” quickly got down to business — asking Sharma to check Paytm’s company funds and send over a screenshot. “Tum company ke accounts check karke batao ki company ke available funds kitney hey?” the message read.

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Keeping a poker face, Sharma responded like a dutiful employee. He claimed he wasn’t in finance and directed the imposter to reach out to the accounts team. When asked for their contact, Sharma offered up a generic landline number, then innocently followed up: “Aage kya karu?” (What should I do next?)

The scammer, undeterred, pushed forward. Next came an attachment: a shady-looking .exe file labeled “GSTSuvidha-Signed(7).exe.” Sharma was asked to forward it to the finance head — supposedly to process something related to GST filings.

Playing dumb (but sharp), Sharma responded that the file wouldn’t open — Windows flagged it as suspicious. He added, quite cheekily, that their finance team doesn’t even use Windows systems.

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Frustration crept in. The scammer snapped, insisting, “Arrey pagal, ye videos nahi hey, ye file hey,” and even accused Sharma of acting like a lazy middleman delaying their “important task.”

Then came Sharma’s most savage reply — “सर, मेरा सैलरी का देख लीजिए। हमारा अभी तक बढ़ा ही नहीं है 🙏🏻” — a tongue-in-cheek jab about his salary not being raised yet. Completely oblivious, the scammer fired back angrily, still under the impression they were scolding a junior staffer: “Abhi taak tum mujhye wk number nahi dey aur tum mujhse expect karte ho ki tumhhari mey salary increase.”

The scam collapsed into absurdity, but not before delivering a lesson in cybercrime irony: if you’re going to impersonate someone, make sure it’s not the person you’re actually messaging.

Flipkart Sells 6 Million Ethnic Wear Pieces in a Year — 90% Repeat Buyers, Tier 3 Cities Power 55% of Sales

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May 23, 2025

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mage of flipkart — Flipkart Sells 6 Million Ethnic Wear Pieces in a Year — 90% Repeat Buyers, Tier 3 Cities Power 55% of Sales

In the past year, over 6 million shoppers turned to Flipkart for their ethnic fashion needs — and nearly 9 out of 10 of them came back for more. The surge in repeat purchases highlights not just customer satisfaction but a broader shift: ethnic wear is no longer limited to festivals and weddings; it’s becoming part of the everyday wardrobe across India.

Young adults, especially those aged between 25 and 35, make up the largest slice of this growing audience. And the demand isn’t confined to one region. Whether it’s the streets of Bengaluru or the lanes of Guwahati, daily ethnic wear is finding a strong foothold. Cities like New Delhi, Kolkata, Hyderabad, Patna, Lucknow, Chennai, Pune, and Mumbai are also fueling this trend.

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What’s also interesting is who’s buying what. Women drive 65% of purchases in the women’s ethnic category, while men are behind a whopping 88% of sales in men’s ethnic wear. The appeal of ethnic fashion is growing rapidly in India’s heartland too — smaller towns and Tier 3 cities now account for more than half of all ethnic wear shoppers on the platform.

“Ethnic clothing has become a bridge between local culture and digital convenience,” said Kunal Gupta, Vice President at Flipkart Fashion. “We’re seeing an incredible wave of new shoppers from Tier 2 and Tier 3 cities, where there’s deep cultural affinity for traditional wear, combined with rising comfort with online shopping.”

People are shopping for ethnic wear not just for big occasions, but also for everyday use — whether it’s work, college, casual outings, or smaller celebrations. Sales tend to spike during India’s festive months (August to November) and around wedding seasons (November to February, and again in April and May).

Artisan-focused labels like Konark, Shishir, and Wreetika are making waves alongside well-known national names such as Libas, Indo Era, Janasya, and Mirchi Fashion — showing that tradition and trend can thrive together on a modern platform.

Kurta sets are the current favorites, making up 42% of ethnic fashion sales on Flipkart, followed by sarees at 24%, and kurtis holding steady at 18%.

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Since its founding in 2007, Flipkart has built a registered user base of over 500 million and today offers more than 150 million products across 80 categories. With over 1.4 million sellers now active — including many on its Shopsy platform — Flipkart continues to be a leading force in how India shops, blends tradition with convenience, and redefines everyday fashion.

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