Myntra, a subsidiary of Walmart Inc., has launched Glamstream, a novel shoppable content platform that intertwines entertainment, fashion, and inspiration. This initiative aims to redefine the shopping experience by integrating content-driven discovery with instant purchasing capabilities. Glamstream is designed to cater to the preferences of young Indian consumers, offering an immersive experience where entertainment is seamlessly woven into shopping. The platform features interactive product trays within its content, allowing users to effortlessly transition from video inspiration to product selection and purchase. The service is accessible via the Myntra app, emphasizing intuitive user interaction. As part of its future vision, Myntra plans to integrate AI-powered recommendations and creator storefronts to enhance user engagement and discovery.