Leading brands in the fashion, beauty, and lifestyle sectors gathered at the flagship event Myntra Tech Threads 2026 to discuss the role of technology in the next phase of lifestyle e-commerce development.
The event was held under the theme 'Where Speed Meets Voice' and focused on aspects such as personalized shopping, creator-driven commerce, instant gratification, AI-powered innovations, tech-enabled localized delivery, and social commerce features.
The conclave brought together leaders from both global and domestic brands to discuss building brands oriented towards 'speed and voice.' Panel participants, moderated by Sharon Pice from Myntra, included Daniel Lopez Garcia, Commercial Director and Board Member of MANGO; Varun Alag, Co-founder and CEO (Chief Dad) of Honasa Consumer Limited; Helena Kuilenstierna, Country Director of H&M India; Amisha Jain, Managing Director and CEO of Arvind Fashions Limited; and Abhishek Ganguly, Co-founder and CEO of Agilitas Sports Limited.
Discussions covered the significance of real-time consumer signals, creator-initiated engagement, and technologically enabled supply chains for brand building and sustaining growth. Participants also spoke about the global strategic importance of India and the role technology can play in developing this industry.
Sharon Pice noted that Myntra Tech Threads provided an excellent opportunity to hear from partner brands how their technological innovations contribute to platform development to meet changing customer needs. She added that offerings like Glamstream, which unites shoppers, influencers, and culture for inspiration; AI-powered personalization for seamless brand operation and customer product discovery; and M-Now for fast delivery, help brands strengthen their relevance through customer interaction and scale growth. Together with the ecosystem, they continue to reimagine the lifestyle e-commerce experience by putting technology at the center.
Myntra demonstrated several technology-based features covering search, styling, and order fulfillment. These features included conversational search via Maya, inspiration-based shopping through Glamstream, AI styling assistance, precise sizing, and AI-driven conceptual recommendations.
For partner brands, an AI-Powered Brand Stack has been developed, which reduces development cycles from weeks to mere minutes. The updated partner app, Mitra, is positioned as an operational tool to help brands accelerate their growth.
The event also featured conversations with Sanya Mirza, Sunil Chhetri, and Gaurav Kapoor, who shared their perspectives on leadership, performance, adaptability, and decision-making in critical moments. The event concluded with a fashion show presenting trends relevant to modern consumers. Malaika Arora, co-creator of Maejoy, attended the show and discussed her collaboration with the company to realize her vision.
Furthermore, awards were presented to partner brands at the event in the categories of fashion, beauty, and lifestyle. These awards recognized the brands' work on the platform in terms of innovation, consumer engagement, and market growth. Myntra Tech Threads 2026 brought together brands, technology, content creators, and cultural figures, reflecting Myntra's position at the intersection of e-commerce, technology, and culture.