Myntra records 160 pct growth in revenues during the fifth edition of the 'End of Reason Sale'

The fifth edition of Myntra's End of Reason sale, the country's biggest fashion sale event, held between 3rd and 5th January has concluded with record participation from 12.5 million users.

Myntra registered a 160 percent growth in revenues with 2.1 million app installs.

"The End of Reason Sale has become an industry wide event with Jabong's participation this time and has helped us accelerate our journey to achieve sustained growth at the very beginning of the year. We witnessed a peak of 8000 orders per minute during the first day of EORS and have received over 1.6 million orders during the three day sale. Post demonetization, with this sale we have seen a 900 percent growth in sales over a normal day," said CEO Myntra, Ananth Narayanan.

Men's casual emerged as the most popular category with over 5.2 lakh orders and a growth of 109 percent from the January 2016 edition of EORS. This was followed by Sports which grew by 94 percent with 3.9 lakh orders and Women's Ethnic wear which grew by 138 percent with 2.4 lakh orders. International brands witnessed a growth of 2.7x in sales in comparison January 2016 edition of EORS.

The preview of the sale which gave VIP slots to 11 lakh customers resulted in five lakh items sold in just four hours. EORS-5 has also seen the largest ever engagement with Bollywood and sports celebrities with stars such as Salman Khan, Deepika Padukone, Hrithik Roshan, Virat Kohli, Yuvraj Singh, R. Ashwin and P.V Sindhu promoting the sale.

Systematic planning on the logistics front allowed Myntra to deliver 1.5 lakh shipments to customers before the end of the sale.