Non-metros emerging as significant contributors to fashion: Myntra's CBO

Sharon Pais says the demand for international fashion labels, particularly from tier-II cities and beyond, has seen a notable uptick

Walmart-owned online fashion retailer Myntra is expecting 20 million visitors on the platform during its upcoming End of Reason Sale (EORS), Sharon Pais, chief business officer (CBO), told Peerzada Abrar, in an email interview. Pais says the demand for international fashion labels, particularly from tier-II cities and beyond, has seen a notable uptick. Edited excerpts:

What role is the premiumisation of fashion going to play?

The rising disposable income in India has added to the growth of the country’s middle-class cohorts. The digital boom has also enabled shoppers to be up-to-date with the prominent trends from across the globe. We recognise the