On Myntra, ethnic wear took its highest Republic Day order share in two years. On Ajio, footwear jumped from third to second place. Western wear lost share on both platforms at the same time, for the first time.
Key metrics at a glance
Platform split (sale window): Myntra 62% / Ajio 38% order share
Top gaining category on Myntra: Ethnic wear, +6 pp YoY
Top gaining category on Ajio: Footwear, +5 pp YoY
Biggest loser on both platforms: Western wear, -4 pp avg YoY
Highest AOV index on Myntra: Ethnic wear (118 vs 100 baseline)
Highest AOV index on Ajio: Accessories (112 vs 100 baseline)
2.1
Ethnic wear gained 6 percentage points on Myntra during the sale window. The share did not come from footwear or accessories. It came almost entirely from western wear, which has now shed ground on Myntra in two consecutive Republic Day windows. The AOV index makes this more interesting: ethnic wear indexed at 118 against the platform baseline, meaning buyers were not just choosing it more, they were spending more on it. This is not a discount-driven volume play.
2.2
Ajio's story is structurally different, and arguably more significant. Footwear jumped 5 percentage points to become the platform's second-largest category by order share, displacing its 2025 position. Footwear and accessories combined grew 7 points on Ajio while the same combination stayed flat on Myntra. That divergence matters. Ajio is pulling a different buyer in a different mode than Myntra. The Republic Day Sale is widening that gap, not narrowing it.
2.3
The AOV picture cuts across both platforms cleanly. Ethnic wear's basket premium on Myntra, 18 points above baseline, confirms it is a considered purchase, not a deal grab. On Ajio, accessories carry the basket premium at 112, while footwear's share growth came at a slight discount to baseline. Ajio grew footwear volume but not footwear value. For brands in footwear, that is worth watching: growing share without growing basket is a fragile position.
Republic Day 2026 was not a uniform fashion event. It was two different consumer behaviours playing out on two different platforms simultaneously. Brands that treat Myntra and Ajio as interchangeable are leaving the more specific and more actionable insight on the table.
Tags: Fashion · Myntra · Ajio · Republic Day Sale · Q1 2026 · Consumer panel data
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