The first day of Myntra's End Of Reason Sale was a blast. India bought a record 50 lakh products in the first 24 hours of the sale. Women were at the forefront of shopping.
Myntra on Monday said the 16th edition of its flagship end-of-region sale witnessed over a 70 percent increase in normal (BAU) traffic on the first day. India bought a record 50 lakh products in the first 24 hours of Myntra's EORS sale to be held from June 11-16. 2.6 million items were shipped within the first 24 hours of the event. Nandita Sinha, the CEO, of Myntra, said, “Growing up, fashion-forward consumers have once again warmly welcomed EORS, procuring 5 million products within the first 24 hours to meet their fashion and beauty needs. Huh.'
Women did a lot of shopping
Sinha said, “It is also very encouraging to see women with 60 percent buyer base and some of the tier-3 cities emerging as high traction customer hubs on the first day of this edition. As the event continues over the next few days, we are excited to serve millions of customers with our technology-focused delightful shopping experience.' There were a demand for 1.4 million tops and T-shirts and 7.6 lakh kurtas on the first day in the women's western wear category.
men bought t-shirts and jeans
Nearly two-thirds of the demand for 'beauty and personal care' was due to makeup, skincare, and fragrances, with more than 100,000 lipsticks purchased by customers. Jewelry saw a 2x jump from BAU and workwear jewelry fueled the demand. In the menswear category, jeans have seen the highest growth of 10 times as compared to BAU, with the same high demand for T-shirts and shirts being 8 times higher than BAU.
With a focus on fitness, customers have made the most out of well-known brands such as Puma, Nike, Adidas, Skechers, and HRX among others. The trend of sportswear on the first day was 1.7 times higher than that of BAU, the company said that sports apparel for plus size and yoga also saw a lot of growth on the first day.
Kidswear also sold well
Kidswear, one of the fast-growing categories on Myntra, saw a jump of 3x more than BAU, fueling the demand for summer essentials t-shirts and shorts, and footwear. Myntra witnessed an unprecedented 4.5 million app installs during the pre-buzz period, the highest ever. Around 51 percent of the first-day customers who made their first purchases on Myntra were from Tier 2/3 cities, further strengthening Myntra's reach beyond metros and big cities.
People did the most shopping in Delhi
The traffic on the platform reached a record 8 million during the 'Early Access' period of the six-day fashion show. Around 1.2 lakh products were ordered during the first 10 minutes as customers came forward to make the most of the midnight opening. On the first day, Delhi did the maximum shopping among the metros. Jaipur, Lucknow, Patna, Indore, Surat, Vizag, and Ludhiana were among the top non-metro cities to shop for during this period. 
The top tier-3 cities include Dehradun and Aizawl, while the emerging tier-3 cities include Dimapur (Nagaland), Tiruvallur (Tamil Nadu), Rupnagar (Punjab), and Jabalpur (MP).
