Myntra Glamstream, Myntra’s immersive content-to-commerce proposition, has been hosting an array of content spanning genres since its launch. Earlier this month, Glamstream dropped ‘FoundHer,’ a podcast series spotlighting women entrepreneurs building some of India’s most promising next wave of D2C brands across fashion, beauty, and lifestyle.
The series features founder-led conversations exploring the decisions, challenges and strategies behind building consumer brands in an increasingly digital-first market. Featured entrepreneurs include Sujata and Taniya Biswas of SUTA, Karishma Kewalramani of FAE Beauty, Natasha Tuli of Soulflower and Parul Gulati of Nish Hair.
Launched a year ago, Myntra Glamstream now offers more than 4,000 hours of content spanning music videos, travel, weddings, styling and beauty shows, podcasts and creator-led formats, alongside Myntra exclusives. The platform also hosts more than 4,000 shared streams featuring celebrities, influencers and digital creators.
Key Highlights:
- Myntra launches ‘FoundHer’ spotlighting women D2C founders
- 100+ women-led businesses receive support through MynShakti
- Social commerce contributes 10% of Myntra’s platform revenue
Speaking on the launch of FoundHer, a spokesperson at Myntra, said, "The goal of Glamstream is to build a platform at the intersection of content, community, and commerce and reflect how India likes to shop. We've worked to bring shoppers entertainment built into their feed and instant access to what inspires them. A key part of this has been to expand the variety of content available on the platform. With FoundHer, we wanted to spotlight some incredible female founders and give shoppers a look into how some of their favorite brands were built before they hit their carts."
Myntra said social commerce currently contributes around 10% of its platform revenue, highlighting the growing role of content and creators in driving product discovery and consumer engagement.
The initiative also builds on Myntra’s efforts to support emerging and women-led businesses. Through MynShakti, part of its ShECommerce initiative, more than 100 women-led fashion, beauty and home businesses receive mentorship and growth support to expand their reach nationally.
Over the years, Myntra has played an evolving role in shaping India’s D2C landscape by enabling emerging brands to move from early discovery to scaled consumer adoption – through platform-led visibility, curated shopping journeys, and insights-driven merchandising that helps brands better understand evolving consumer behavior while extending their reach beyond core communities.
Content-led discovery formats and structured brand programs further support this journey, helping emerging labels builds relevance, improve visibility, and engage high-intent consumers in a more contextual environment. This extends to women entrepreneurs in particular, through MynShakti, under Myntra’s ShECommerce umbrella, over 100 women-led fashions, beauty and home businesses are receiving mentorship and growth enablement to scale nationally. FoundHer reflects this same spirit of championing women founders building some of India’s most loved brands.
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