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Myntra has announced the 24th edition of its flagship shopping event, End of Reason Sale, starting May 29, with early VIP access on May 28. This edition will feature 6 million+ styles and bring together 15,000 emerging brands, including 5,000 debut brands, along with 100+ new brand launches across fashion, beauty, home, footwear, sports and accessories. The platform continues to position EORS as a major growth driver for India’s digital commerce ecosystem, helping emerging and D2C brands reach millions of customers nationwide.
The event will showcase strong demand across categories like men’s casual wear, women’s ethnic and western wear, sports footwear, accessories, and beauty & personal care. Key brands include Nike, adidas, Levi Strauss & Co., H&M, MANGO, L’Oréal, Puma and others. Beauty will see 2.25 lakh+ styles, with tools like AI Skin Analyser and Virtual Try-On enhancing personalization. Myntra’s Rising Stars program and Gen-Z focused FWD segment will also expand discovery, while the M-Now service enables 30-minute delivery across 11 cities including Chennai, Bengaluru and Mumbai.
On the engagement and commerce side, Myntra is leveraging its creator ecosystem of 6 million+ shopper creators and over 12 million content pieces to drive discovery-led shopping. Customers can access VIP early entry at ₹9 and non-insider access at ₹19, along with bank offers such as HDFC, SBI and Flipkart Axis Bank discounts. Features like Treasure Hunt, Midnight Steal, and Brand of the Day aim to boost engagement, while Myntra’s leadership highlights EORS as a key platform for scaling brands, boosting employment, and strengthening India’s fashion and lifestyle economy.