Bengaluru, 28th May 2026: Flipkart, India’s homegrown e-commerce marketplace, has launched ‘GRWM GRWM’, its latest fashion-led sale designed to turn the shopping experience into a cultural moment for India’s digital-first consumers. Inspired by the globally popular GenZ trend “GRWM” (Get Ready With Me), reimagined with an interesting Indian twist pronounced as “Garam Garam,” the campaign gives Flipkart Fashion’s flagship end-of-season sale a fresh, trend-first identity. Moving beyond the conventional perception of clearance-led sales, the campaign celebrates what’s new, trending, and culturally relevant. It further reinforces Flipkart’s commitment to bringing the next 200 million Indians online for fashion through its growing ecosystem of marketplace sellers and homegrown D2C brands.
With participation from leading fashion brands, emerging D2C labels, marketplace sellers, and a growing creator ecosystem, GRWM GRWM elevates fashion-forward shopping with 10 Lakhs+ trendy products, over 50 international and homegrown brands, exciting shopping rewards, including Scratch Cards, Supercoin offers, etc., delivering a high-energy fashion shopping experience catering to all popular ranges of styles and budgets for consumers across Bharat. From baggy jeans to Korean trousers, floral dresses to palazzo sets, and top international and D2C brands, the campaign brings together millions of consumers across the country.
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Speaking about the campaign, Kapil Thirani, Vice President, Flipkart Fashion, said, “Fashion discovery today is increasingly influenced by creators, communities, and digital culture, especially among Gen Z consumers. With GRWM GRWM, we are reimagining the traditional end-of-season sale to reflect how young India discovers and engages with fashion today, moving towards a more fresh, trend-first and culturally relevant shopping experience. From personalised recommendations and aesthetic-led destinations, to a curated mix of aspirational and value-driven brands, the sale brings the latest styles to customers across Bharat. As we continue to democratize fashion for the next wave of Indian consumers, this is another step towards making fashion more accessible, relevant, and inclusive for all.”
This year’s sale will witness bigger engagement in the Creator Ecosystem with 1000+ creators driving fashion-led content across Meta and YouTube over a two-week period, while also earning commissions through the campaign. Flipkart has also unveiled two new TVC films that creatively capture the urge for non-stop scrolling, driven by the excitement of discovering big deals on big brands during the GRWM GRWM Sale.
