Myntra CMO Sunder Balasubramanian highlights the company’s shift toward content-led marketing, creator-driven commerce, and affiliate-led social commerce as key drivers shaping the future of online shopping in India.

Myntra is widening its creator-commerce play with a new affiliate feature inside its Ultimate Glam Clan programme, allowing everyday users and creators to earn commissions by sharing product content beyond the app.

Sunder Balasubramanian, Chief Marketing Officer at Myntra, framed the launch as more than a product update. He described it as part of a larger shift where social commerce becomes accessible to anyone with a phone, not just established influencers.

Myntra CMO says the programme as a way to unlock a new wave of creators across India, especially from smaller cities and first-time content makers. He thinks next generation of creators should not be limited by geography, following size or professional background.

Can every shopper become a creator

Myntra thinks yes. According to Balasubramanian, shopping habits in India are clearly shifting. Consumers are moving away from website browsing and increasingly discovering products through social content, short videos and peer recommendations.

He pointed that, Over 75% of Gen Z and millennials rely on social media for product discovery and more than 80% depend on video content for brand awareness. Balasubramanian also noted that users are increasingly active content creators themselves, not just passive viewers. He suggests his shift, is what makes affiliate-led commerce scalable.

Creators become entrepreneurs by shopping

With the new affiliate layer, users who create at least three posts on Myntra can now share their content across platforms like Instagram and YouTube. Every sale driven through their links earns them a commission ranging between 8% and 12%, depending on their creator background.

Balasubramanian views this as a progression from shopper to creator to entrepreneur. The idea is not just engagement but monetisation at every step of influence. Myntra says social commerce now contributes about 10% of its overall revenue, a figure that has doubled in the past year.

Myntra’s ecosystem already reflects this scale:

  • Over 6 million users enrolled in Ultimate Glam Clan

  • More than 100,000 nano and micro creators earning income

  • Around 500,000 active creators posting monthly

  • Nearly 70% of creators come from Tier-2 and Tier-3 cities

  • Creator content consumption exceeds 27,000 hours on the platform

He believes regional creators are especially important because they translate fashion trends into relatable, everyday context for smaller markets.

Is this just engagement or real business impact

Balasubramanian has indicated that the company’s long-term ambition is not just to participate in India’s creator economy but to expand it significantly by enabling the “next million creators” to emerge.

As Business Fortune observes, Myntra’s affiliate expansion signals a deeper transformation in how digital commerce is evolving in India. What began as a shopping platform is steadily turning into a creator ecosystem where influence, content, and transactions sit in the same flow. If the momentum continues, commerce may no longer start with search or browsing, but with a post, a video or a creator’s recommendation that feels closer to everyday life than traditional advertising ever could.