Myntra introduces Myntra Minis: Video platform to enable discovery of fashion & beauty trends and launches

Fashion e-commerce platform Myntra has introduced Myntra Minis, a short-form video platform, as a part of the 18th edition of its Marquee Fashion Festival which is the end of season sale, a company release said on Thursday.

This feature is available to more than 70% of Myntra’s existing users on the company’s home page, beauty page and Myntra Studio. There is a plan to add this feature to all category pages, the company said.

The new feature is inspired by the popular format of small videos used by social media platforms to highlight products across categories, new launches, and global trends, the press release stated. The length of such videos is usually one minute.