Myntra scales creator affiliates as brands move beyond fixed-fee influencer deals
Indian consumer brands are increasingly tying creator payouts to sales and bookings rather than reach alone. Myntra says its Ultimate GlamClan has passed 7 million sign-ups, with 200,000 active users on its affiliate feature; Cleartrip is extending creator attribution to capture delayed travel bookings.
Indian consumer brands are shifting from fixed-fee influencer campaigns to performance-based creator-affiliate programmes. Myntra reports 7 million GlamClan sign-ups and 200,000 active affiliate users, while Cleartrip uses a 30-day attribution window and Wishlink integration to link travel content to bookings.
Why this matters
Myntra's affiliate expansion follows its Singapore launch targeting the Indian diaspora and plans to onboard 400 West Bengal sellers before the festive season, adding creator-led sales attribution to its growth and marketplace agenda.
Omni-channel is accelerating, up 184300% QoQ.
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