Can Myntra Dominate Singaporean Streets With Desi Styles?

Nearly two decades after its incorporation in 2007, Myntra announced last month that it marked its first international foray under the new ‘Myntra Global’ banner. The fashion ecommerce marketplace has launched its operations in Singapore. 

The Flipkart-owned platform aims to leverage brand loyalty to drive cross-border commerce by tapping into the Indian diaspora of around 6.5 Lakh people in the island nation. 

However, while the brand’s intent is clear, the timing and choice of market raise some concerns. For starters, Singapore…