Myntra, a leading fashion e-commerce platform in India, is sharpening its focus on Gen Z consumers with the appointment of Amit Mahajan as Vice President of FWD, its dedicated fashion discovery portal. This strategic move is designed to craft innovative merchandising strategies that cater specifically to the unique preferences of this demographic.

Mahajan arrives at Myntra with extensive experience, having previously served as the Assistant Vice President of merchandising at PT Map Aktif Adiperkasa, a prominent retailer in Southeast Asia. He also held a senior role at Bewakoof, a popular apparel brand aimed at young adults. His rich background in merchandising and strategy will play a pivotal role in enhancing FWD’s product offerings.

The push towards the Gen Z market comes as this group contributes significantly to the digital lifestyle space, accounting for 25% of it and contributing approximately $4 billion in gross merchandise value. “We have made strides in winning new customer cohorts, particularly from Gen Z,” said Nandita Sinha, Myntra’s CEO, emphasizing the importance of this demographic in their growth trajectory.

This initiative aligns with the broader trend where brands, especially in the direct-to-consumer (D2C) sector, increasingly targeting younger consumers. As Myntra competes with platforms like Reliance Ajio and Nykaa, this focus is crucial. In 2023, Myntra achieved gross sales of around $3.9 billion, bolstered by a growing user base of 40 million annual transacting users.

With Mahajan at the helm of FWD, Myntra aims not only to strengthen its market share but also to create exciting, relevant experiences that resonate with today’s youth, positioning itself as a brand that understands and values their voice.