Myntra Takes Indian Origin Brands to the Middle East
How awesome is it that people from the United Arab Emirates will now have access to India’s favorite Myntra fashion brands? Fashion-forward shoppers from there can now visit their two leading e-commerce sites — Noon and Namshi — and browse through options from Myntra’s in-house brands like Dressberry, Mast & Harbor, HRX, Sztori, Here & Now, and Wrogn. Let’s just say, introducing Indian origin brands to the world is a proud and feel-good moment. It is just as awesome as having access to a lot of international brands and having tons of options to choose from on the market in our country today.
Both Noon and Namshi are a part of the real estate giant Emaar Group, a conglomerate located in the UAE. Myntra as a new entrant into the country’s top fashion and lifestyle destinations in association with a group like Emaar is a big achievement and an important milestone for the brand. This is the first international venture for Myntra and it is ready to take the fashion world of the Middle East by storm, that’s for sure.
Of course, like for everything else, Myntra also had reasons for this great big venture in the UAE. The objective for this launch was simply to offer Indian origin brands to millions of shoppers in the Middle East which will set a strong foundation for the brand’s vision for global expansion. According to Amar Nagaram, CEO, Myntra, Myntra has been looking for opportunities to expand overseas.
An interesting point that was pulled out regarding the choice of country and channel is that both India and the Middle East had similar fashion choices and demographic profile. The reason is also that there is a large population of Indian origin people in the region. Taking all these into consideration, the Middle East was the most preferred choice among all the other potential channels.
Myntra brands in harmony with platforms in the Middle East
Having checked out both the platforms, we understand that Noon is more of a horizontal platform. This means that the shopping platform offers multiple categories from fashion to gadgets, and home and living to beauty care products. Over here, Indian shoppers’ favorite Myntra in-house bands like Dressberry, Mast & Harbour, HRX, Here & Now, and Sztori are up for grabs for shoppers all over the region.
Namshi, on the other hand, is a vertical platform. This means that it focuses primarily on one category and in Namshi’s case, that category is fashion and fashion only. Over on this platform, shoppers will be able to select from Myntra fashion brands like Wrogn along with Dressberry, Mast & Harbour, and HRX.
Let’s go back to the fact that both countries are rocking somewhat similar fashion trends. Casual wear categories such as dresses, tops, tunics, shirts, and more are available for shoppers on both platforms based on how they align with the trends and consumer preferences of the region. However, the top categories on focus right now are activewear and loungewear such as comfortable T-shirts and bottoms like trousers and shorts. Owing to the pandemic lockdown and a change in lifestyle for most, these are the top two categories that have increased in popularity and demand over the past few months.
Now, let’s not leave the men behind. The similarity in fashion trends and preferences has been seen for the men as well. Myntra brands like Wrogn, HRX, and Mast & Harbour had always boasted a strong portfolio of men’s casual, semi-formal, and activewear. With categories like shirts, jeans, chinos, t-shirts, and more in both Noon and Namshi, the men shoppers from the Middle East will surely have a difficult time choosing their favorites to add to the cart.
