Myntra Rising STARS on board streetwear brand Urban Monkey

E-retailer Myntra’s made-in-India direct-to-consumer (D2C) initiative, Rising STARS, has onboarded Indian trend-first streetwear brand Urban Monkey.

Founded in 2013 by Yash Gangwal, Mumbai-based Urban Monkey targets fashion-forward millennials and Gen Z, streetwear and hip-hop enthusiasts and operates in the mass-premium segment.

With an upcoming lineup of over 170 styles on Myntra, spanning apparel and accessories, the brand plans to leverage Myntra’s social commerce offerings, including Myntra Minis and Myntra Studio, to increase customer engagement, visibility and brand recall .

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Maneesh Dubey, Senior Director – Category Management Marketplace, Myntra, said, “Urban Monkey takes streetwear fashion to new heights and offers trendsetting designs. The brand’s diverse product range caters to a wide range of tastes and preferences.”

With 180 to 190 million online shoppers in 2021, India has the third largest online shopper base globally. According to Bain & Company, India’s D2C brands have access to the online purchasing base, which is estimated to increase to 400-450 million by 2027. Moreover, according to a Deloitte study, the Indian streetwear market was valued at ₹5.3 lakh in 2023 crore. , equivalent to $185 billion worldwide.

Myntra offers a range of over 5,000 fashion and lifestyle brands and serves over 19,000 pin codes across the country. The platform currently hosts more than 125,000 styles from more than 1,000 brands in the men’s casual wear segment.

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The Myntra Rising Stars program provides customized support to D2C brands to scale and expand their customer base. Through the program, brands can leverage Myntra’s brand building expertise to achieve scale at an optimized cost.

Yash Gangwal, Founder, Urban Monkey, said, “With their strong position and reach, Myntra provides us with the perfect platform to connect with our audience and expand our presence. With this partnership, we aim to triple our growth over the next two years, leveraging Myntra’s platform to scale new heights.”

(Input from BL intern Vidushi Nautiyal)