Myntra appoints Amit Mahajan as VP of GenZ fashion vertical Fwd

Flipkart-owned fashion platform Myntra has appointed Amit Mahajan as vice president of Fwd, its fashion discovery portal for Gen Z consumers, people aware of the development told ET.

Mahajan will help the company develop innovative merchandising approaches and enhance Fwd's product range. He joins from Indonesia-based sports, leisure and kidswear retailer PT Map Aktif Adiperkasa Tbk, where he was assistant vice president (AVP) of merchandising.

The appointment is in line with Myntra’s strategy of wooing Gen Z consumers to drive sales—an approach that several brands, particularly in the direct-to-consumer (D2C) segment, are now adopting.


Myntra confirmed the appointment.

Mahajan has also held the position of senior vice-president and business head at apparel and accessories brand Bewakoof.

According to a joint report by Bain & Company and Myntra, fashion-forward digital natives account for 25% of the e-lifestyle market, contributing $4 billion to e-lifestyle gross merchandise value (GMV).

“We have gained market share in a broad-based manner across all categories … It has also been about winning new customer cohorts, whether it is Gen Z, who we have 10 million of, or it is going deeper into tier-2 cities which are growing faster than metro and tier-1 cities, and have become a large part of our consumption bucket,” chief executive Nandita Sinha had told ET in an interview on May 28.

According to Sinha, Myntra has gained market share in the last 12-18 months even as the platform faces competition from rivals like Reliance Ajio and Nykaa.

As per market research firm Datum Intelligence’s estimate, Myntra hit gross sales of around $3.9 billion in 2023, while Ajio is estimated to have ended the year with more than $2 billion.

Myntra closed 2023 with an annual transacting user base of 40 million.

Even investors in the rapidly growing D2C sector are supporting emerging brands that target Gen Z. ET had reported on June 19 that ethnic wear brands focusing on Gen Z and providing a variety of Indian apparel are drawing the attention of venture investors.

On August 2, ET had reported that Sinha will be heading Flipkart’s fashion vertical. On February 21, Myntra appointed Venu Nair as its new chief of strategic partnerships and omnichannel.