Between July and August 2026, traditional wear's share of fashion orders rose 3.43 percentage points on Myntra, 2.35 on Flipkart and 2.03 on Ajio. It was the sharpest one-month move for the category on all three platforms this year.
The festive run-up starts in August, and it shows up everywhere at once.
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Underneath that shared August lift, the platforms have moved apart over the year. A year ago Ajio was clearly the most traditional-wear-heavy of the three. In August 2025, the category made up 18.51% of Ajio's fashion orders, against 14.43% on Myntra and 14.51% on Flipkart. In August 2026, Ajio was at 15.49% and Myntra at 14.59%. A four-point gap between them has narrowed to under one.
Across June to August, Ajio's traditional wear share fell from 17.98% to 14.24%. Myntra's was unchanged at 12.55%. Flipkart slipped from 12.64% to 11.73%.
That extends what the first quarter showed. In Q1, traditional wear grew on Myntra while it contracted on Ajio and Flipkart. Through the summer, Myntra's early gains settled back to last year's level, but Ajio's decline kept going.
Myntra's August buyer also spent less per order. Traditional wear's average basket on the platform fell from about INR 2,900 in August 2025 to about INR 2,400 in August 2026, even as the category's share rose. More orders, at a lower ticket.
For an ethnic wear brand, the August lift is reliable across platforms and worth planning inventory around. The platform mix is shifting underneath it though. Ajio no longer carries the outsized traditional wear share it did a year ago, and Myntra now sits close behind it in the month that matters most. Tags: Fashion · Traditional wear · Myntra · Ajio · Flipkart · Festive 2026 · Consumer panel data
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