From ₹782 Crore Loss to Alia Bhatt: Myntra's Reinvention Has a New Face

Myntra has appointed Alia Bhatt as its brand ambassador, making her the singular face of both its fashion platform and Myntra Beauty. The move marks a shift from the company’s earlier multi-celebrity approach to a more unified brand identity.

What has changed is the structure of Myntra’s ambassador strategy. Over the years, the company has worked with multiple celebrities across categories — including Virat Kohli and Anushka Sharma in its earlier phase, and more recently Shah Rukh Khan, Kiara Advani, and Triptii Dimri. With Bhatt, Myntra is consolidating these roles under a single face.

Who this targets is a broad consumer base spanning metros as well as Tier 2 and Tier 3 markets. Myntra said the decision aligns with its focus on accessibility and relatability across categories, particularly in beauty.

Why now is linked to both business performance and category focus. Myntra reported its second consecutive year of profitability in FY25, with net profit rising to ₹548.3 crore from ₹30.9 crore in FY24. Revenue from operations grew 18% to ₹6,042.7 crore, while EBITDA increased to ₹536.2 crore, with margins at 9%. This follows a loss of ₹782 crore in FY23, indicating a sharp turnaround.

The company has continued to invest in brand visibility during this period. Advertising and promotional expenses rose 37% year-on-year to ₹2,105.3 crore in FY25.

Where the focus lies is increasingly on beauty. Myntra Beauty has been among the platform’s fastest-growing segments, with over 50% year-on-year growth in monthly active users and a portfolio of more than 2,900 brands. Nearly half of its beauty customers are from Tier 2 and Tier 3 cities.

This places Myntra in competition with Nykaa, which reported beauty revenues of ₹7,251 crore in FY25 and holds an estimated 25–30% share of the online beauty market. Other players, including Reliance Retail’s Tira and direct-to-consumer brands, are also expanding in the segment.

How Myntra is positioning the move is through its first campaign with Bhatt, titled “Glow Up Days,” which focuses on accessibility in beauty consumption.

“For me, fashion and beauty have always been about confidence and expressing who you are, authentically. What I truly admire about Myntra is how intuitively it brings together brands, trends, and technology to make shopping feel seamless and inspiring,” Bhatt said. “And what better way to kick things off than with a campaign that speaks to something every beauty lover feels - you shouldn’t have to ration your favourite products!”

Sunder Balasubramanian, Chief Marketing Officer, Myntra, added, “At Myntra, we’ve always been driven by the commitment to make the best of fashion and beauty discoverable and accessible to every Indian consumer. Alia's ability to connect across generations and geographies makes her a natural extension of that intent.”

Myntra is part of the Flipkart group, which is owned by Walmart and is preparing for a potential public listing.

While the company has positioned Bhatt as the singular face of the platform, it remains to be seen whether this marks a long-term shift away from a multi-celebrity strategy or a consolidation at this stage. Large consumer platforms in India have typically continued to work with multiple ambassadors across campaigns and categories, even when fronted by a primary face.