50 mn GenZ are e-comm shoppers. Crucial to recognize this cohort: Sunder Balasubramanian

Estimates suggest there are between 250 to 300 million Gen Z individuals in the country, with over 100 million of them actively engaging in shopping across various sectors. Of these, 50 million are dedicated e-commerce shoppers. It's crucial to recognize this cohort as this number is poised to grow substantially in the coming years, says Sunder Balasubramanian, CMO of e-commerce portal Myntra.

Addressing attendees at the "Spotlight session: Myntra Playbook to captivating GenZ through digital innovation" during the e4m Pitch CMO summit in Mumbai, Balasubramanian emphasized the significance of catering to Generation Z, a demographic that already boasts 10 million Myntra customers.

“The GenZ cohort is deeply entrenched in the digital sphere, with their lives revolving around online activities. Spending over seven hours daily online, 50 per cent of them enjoy sharing content, while a staggering 70 per cent actively participate in over-the-top (OTT) platforms. Given their voracious appetite for online engagement, understanding how to effectively communicate with them is paramount,” he explained.

“Our observations of GenZ behaviour on our platform have revealed key insights that have informed our strategy. Firstly, they crave an immersive shopping experience tailored to their unique identity as a distinct cohort. Unlike previous generations, GenZ sees themselves as highly individualistic that demands brands to acknowledge and cater to this uniqueness. Secondly, they are avid followers of the latest fashion trends, using them to craft their identities. Lastly, they place immense value on community and seek to belong to groups that resonate with their values.”

“This forward-looking approach ensures seamless immersion from the moment they engage with our platform,” he said.

“In response to this trend, we've crafted our approach around these pillars by developing a dedicated app-in-app experience for the GenZ, providing them with a direct pathway to their preferred shopping environment. "Myntra fwd” is a dedicated fashion and beauty destination tailored specifically for GenZ consumers,” he noted.

Myntra fwd, introduced a year ago, offers an innovative app-in-app experience designed to resonate with style-conscious GenZ shoppers. Balasubramanian elaborated on the features of fwd, noting its integration of artificial intelligence (AI) tools such as the Maya AI assistant, Fashion GPT, Style AI assistant, and AI skin analyzer. These tools empower users to virtually try out fashion and beauty products, facilitating informed purchasing decisions.

In line with GenZ's dynamic preferences, Myntra fwd regularly updates its curated selections to reflect evolving fashion trends. The brand's commitment to staying ahead of the curve extends beyond product offerings to strategic partnerships with over 500 leading influencers across India. Leveraging the influence of these personalities, Myntra endeavours to amplify its brand message and resonate with GenZ audiences.

Recognizing the importance of community engagement, Balasubramanian discussed Myntra's efforts to foster connections with GenZ through campus initiatives. The company has established relationships with over 500 campuses nationwide, cultivating communities and nurturing campus brand ambassadors to further strengthen its reach among the youth demographic.

In addition to curated content and influencer collaborations, Myntra empowers users with innovative features such as Image Search, enabling seamless product discovery through image recognition technology.

By embracing technological advancements and forging meaningful connections with GenZ consumers, Myntra remains at the forefront of digital innovation in the realm of fashion and beauty e-commerce, he noted.