15,000 emerging brands, including 5,000 making their EORS debut, will leverage the platform’s technology, creator ecosystem and nationwide reach to connect with millions of customers across India

India, 2026: Advancing its role as a growth catalyst for India’s e-lifestyle ecosystem, Myntra has announced the 24th edition of End of Reason Sale (EORS), starting May 29, with early VIP access on May 28. Featuring 6 million+ styles, the event will further strengthen Myntra’s role as a growth enabler for India’s fashion and lifestyle ecosystem, creating scaled opportunities for emerging brands while bringing trend-first selection, compelling value and convenience to millions of customers across the country.

Speaking about the 24th edition of EORS, Ritesh Mishra, SVP, Head of Revenue & Category, Myntra, said, “Over the years, EORS has evolved into one of India’s most anticipated shopping events and an important growth platform, augmenting income and creating employment opportunities, for the country’s fashion and lifestyle ecosystem. The scale of participation from emerging brands, creator communities and customers reflects the increasing strength of India’s digital commerce landscape. Through our technology, logistics and creator ecosystem, we remain committed to supporting brands of all sizes to access national demand while delivering a differentiated shopping experience for customers.”