Myntra has appointed Alia Bhatt as its brand ambassador to strengthen its beauty business and expand its appeal among younger online shoppers. The move supports Myntra’s growing focus on India’s beauty and personal care market, which is projected to reach USD 40 billion by 2030. With rising competition from platforms, the partnership aims to improve brand recall and deepen consumer engagement. Alia Bhatt will represent both Myntra’s main platform and its dedicated beauty business. Her first campaign focuses on Myntra Beauty’s Glow Up Days event, using a relatable beauty-shopping narrative around repurchasing skincare and make-up essentials. The company is also looking to increase beauty category visibility, improve cross-category shopping, and reach more consumers across Tier I and II markets as beauty becomes a stronger part of online lifestyle shopping.