Myntra has introduced a new Affiliate feature within its Ultimate Glam Clan (UGC) programme as the fashion e-commerce company strengthens its push into creator-driven commerce and content-led shopping in India.
The company said the launch reflects the growing role of creators, social sharing, and community recommendations in shaping online fashion discovery across digital platforms.
Through the new feature, creators can now share personalised storefronts, curated product collections, UGC content, and affiliate-enabled product links through social media platforms and their personal networks. The initiative is part of Myntra’s larger plan to bring one million creators into India’s fast-growing digital commerce ecosystem.
Chief Marketing Officer Sunder Balasubramanian said the creator economy in India is rapidly evolving, with influence increasingly becoming community-based, authentic, and more accessible to everyday users. He noted that Myntra sees strong opportunities in enabling regular shoppers to become creators and contributors within the digital retail ecosystem.
According to Balasubramanian, the company’s goal is to help one million creators participate in the next phase of India’s online commerce growth by using authentic and relatable content. He added that the Ultimate Glam Clan programme, along with the newly launched Affiliate feature, is intended to provide creators with better visibility, growth tools, and community support.
Under the updated model, users will gain access to the Affiliate feature after posting their first three UGC posts on the platform. Once eligible, creators will be able to earn commissions from purchases generated through their affiliate-linked content.
Myntra revealed that more than six million users have already enrolled in the Ultimate Glam Clan programme, while the platform has witnessed the creation of over 12 million pieces of content so far.
The company also highlighted significant expansion in its creator ecosystem, which has grown from around 100,000 creators per month last year to over 500,000 active creators every month currently.
The launch underscores the rising impact of creators and social commerce in India’s online fashion and lifestyle market, where consumer buying decisions are increasingly influenced by digital content and peer-driven recommendations.