Myntra’s Big Fashion Festival Offers Insights for India’s Fashion D2C

Introduction

Myntra’s Big Fashion Festival (BFF) sale, which began on 8 October, recorded a 4x surge in demand over business-as-usual levels in the first 24 hours of the 2026 edition. Additionally, Tier 2 and Tier 3 cities have contributed in more than half of the opening-day orders. Meanwhile,demand got increased from Eastern India by sevenfold ahead of Durga Pooja , showing the contribution of different regional markets to online shopping.

What Happened?

Myntra’s Big Fashion Festival 2026 opened on 8 October across its website and app. During first 24 hours, demand increased by 4X compared to business-as-usual levels. Furthermore, figures on 10 October reflected that Tier 2 and Tier 3 cities accounted for more than half of the first-day orders.

As Patna, Lucknow, Jaipur, Surat, Dehradun, Indore, Ludhiana, Mysuru and Bhubaneswar were the key players on the opening day as per the Indian Television report.  The results clearly reflect how online fashion shopping has expanded beyond India’s metropolitan centers.

Similarly, Assam, Bihar, and West Bengal led the increase in regional demand, supported by shopping activity. Moreover, the new market additions recorded growth of 1.8 times over normal levels. 

The strong demand was seen across casual clothing, footwear, ethnic wear, sportswear, accessories, and beauty. For instance during the opening hours, approx. 800 T-shirts, 500 Kurtas, 500 Pairs of shoes, and Kurta Sets were ordered every minute. Among the fashion categories sneakers, sports shoes, men’s jeans, dresses and women’s tops were among popular fashion categories. You can browse trending dresses on NineE that match your style. 

As per the Franchise India reports, 1.25 million+ customers chose early access to the event via VIP tickets. In comparison to the previous year’s edition, a higher average order value was noticed. There were more high-value purchases.

On the first day, M-now platform speed-delivery reported a twofold increase in orders on the first day as there were one million concurrent sessions.

Key Highlights:

Company: Myntra

Event: Big Fashion Festival 2026

Start Date: 8 October 2026

Opening-day Demand: Four times business-as-usual levels

Non-metro Contribution: More than half of first-day orders came from Tier 2 and Tier 3 cities

Eastern India: Sevenfold demand increase over business-as-usual levels

New Customers in Eastern Markets: 1.8 times normal levels

Early-Access Participation: More than 1.25 million VIP ticket holders

Popular Categories: Casual Wear, Ethnic Wear, Footwear, Sportswear, Accessories and Beauty

Quick Delivery: M-Now orders rose twofold on day one

What Fashion D2C Brands can Learn from Myntra’s Big Fashion Festive Sale

1. Non-metro Markets are Driving Growth

Fashion D2C brands can now reach new customers in Tier 2 and Tier 3 via marketplaces. Brands can plan campaigns, inventory, and festive collections using regional shopping trends.

2. Premiumisation is Shaping Festive Purchases

Myntra’s higher average order value shows increased spending per order. D2C brands can choose a strategy of distinctive designs, quality products, and clear positioning.

3. Faster Delivery is Important

The twofold increase in M-Now orders reflects demand for faster festive deliveries. The stats show that fulfillment partnerships and effective inventory management can help D2C brands get last-minute purchases while managing delivery costs. 

Fashion Brands on NineE can plan festive merchandising and consumer preferences based on these insights. To checkout ethnic suits latest collection, browse NineE.

About Myntra

Myntra is an Indian fashion, beauty, and lifestyle e-commerce platform providing products from domestic and international brands. There are footwear, apparel, beauty, accessories, and lifestyle products, with emerging brands and labels.

What Happens Next

It can be concluded that the figures from the opening day are an early indication of the demand especially during festive season. Moreover, the overall performance depends on different factors such as product availability, consumer spending, and fulfillment capacity.

Sources:

Myntra’s Opening-Day Performance 

Independent Coverage – Regional Demand 

Additional Report of the Opening-Day Result