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Myntra’s AI-First Strategy: Targeting Gen Z in India
Myntra's CEO highlights the need for an AI-first strategy to engage India's 400 million Gen Z consumers. Learn about the implications for fashion retail.
Bangalore, India — Myntra, a leading fashion e-commerce platform, is doubling down on artificial intelligence (AI) as it sets its sights on engaging India’s burgeoning Gen Z demographic, which numbers approximately 400 million. During the recent ET Startup Awards 2025, CEO Nandita Sinha emphasized the necessity for Myntra to adopt an “AI-first” approach to resonate with this tech-savvy consumer base. As the fashion industry evolves, the integration of AI could dictate the success of brands aiming to capture the attention of younger shoppers.
This strategic pivot is not just timely; it is essential. With Gen Z expected to make up a significant portion of global consumers in the coming years, brands that fail to adapt risk being left behind. According to a report by McKinsey, Gen Z’s spending power is projected to reach $143 billion by 2030, making them a critical audience for retailers worldwide [1].
Myntra’s focus on AI comes as part of a broader trend within the retail sector, where data-driven decision-making is becoming a standard practice. AI technologies can enhance customer experience through personalized recommendations, efficient inventory management, and predictive analytics, all of which are crucial for engaging the fast-paced, trend-sensitive Gen Z cohort.
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Read More →In recent years, the retail landscape has undergone radical transformation fueled by advancements in technology. A 2022 report from Statista indicated that the Indian e-commerce fashion market is expected to reach $45 billion by 2025, driven largely by young consumers’ preference for online shopping [2]. This shift underscores the urgent need for brands like Myntra to innovate continuously.
AI technologies can enhance customer experience through personalized recommendations, efficient inventory management, and predictive analytics, all of which are crucial for engaging the fast-paced, trend-sensitive Gen Z cohort.
Myntra is not alone in recognizing the potential of AI. Competitors like Zappos and ASOS have already implemented AI-driven solutions to enhance customer experience, such as virtual fitting rooms and AI chatbots that handle customer inquiries. This competitive landscape necessitates that Myntra not only catch up but also lead in AI integration.
Several industry experts weigh in on the implications of this shift. According to Aditi Kumar, a retail analyst at Technopak Advisors, “Brands must understand that Gen Z consumers are not just looking for products; they are seeking experiences. AI can provide tailored experiences that resonate with their values and lifestyles.” This sentiment is echoed by Ramesh Bhatia, a digital marketing strategist, who adds, “An AI-first strategy will allow Myntra to anticipate trends and adapt quickly, ensuring they remain relevant in a rapidly changing market.”
Yet, the path to an AI-first model is not without challenges. Data privacy concerns loom large as brands collect and analyze consumer data to drive their AI initiatives. The introduction of stricter regulations, such as the Personal Data Protection Bill in India, could complicate data collection efforts [3]. Sinha acknowledges this challenge, stating, “While we are committed to leveraging AI, we are equally dedicated to ensuring that our practices are ethical and transparent. Trust is paramount in building lasting relationships with our consumers.”
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Read More →Moreover, there is the question of technology adoption within the workforce. Transitioning to an AI-first model requires significant investment in training and development. As Sinha noted, “We need our teams to be equipped with the skills necessary to harness AI effectively. This is not just about technology; it’s about nurturing a culture of innovation within our organization.”
Looking ahead, Myntra is poised to redefine its engagement with Gen Z consumers through innovative AI applications. With plans to implement machine learning algorithms that predict fashion trends based on social media activity, the brand aims to stay ahead of the curve. Furthermore, partnerships with tech companies specializing in AI could enhance Myntra’s capabilities, positioning it as a leader in the Indian fashion e-commerce landscape.
As Sinha noted, “We need our teams to be equipped with the skills necessary to harness AI effectively.
In conclusion, as Myntra embarks on this AI-first journey, it is clear that the stakes are high. The ability to connect with Gen Z consumers through personalized experiences will not only determine Myntra’s market share but could also set a benchmark for the entire retail sector in India. As the fashion industry continues to evolve, brands must remain agile and responsive to the needs of a new generation of consumers. The question remains: how will other brands adapt to this shifting landscape, and what role will innovation play in shaping the future of retail?
