| Factor | Myntra | Ajio |
|---|---|---|
| Ethnic brand count | 1500+ brands | 900+ brands |
| Price range (kurtas) | Rs 399 – Rs 25,000 | Rs 499 – Rs 18,000 |
| Private label quality | Average (HERE&NOW, Roadster) | Strong (AVAASA, Indie) |
| Return window | 30 days | 30 days |
| Delivery speed | 1–3 days metro cities | 2–5 days |
| Sale discounts | Up to 80% off EORS | Up to 75% off Big Bold Sale |
| Fabric info on listing | Basic | Detailed with care instructions |
| Saree selection | Excellent | Very good |
| Lehenga selection | Excellent | Good |
| App experience | Polished, social features | Clean, straightforward |
Brand Selection: Myntra's Wider Net vs Ajio's Curated Picks
Myntra carries over 1500 ethnic wear brands in 2026, from mass-market labels like Libas and Vero Moda to premium names like Biba, W, and Global Desi. You'll also find a handful of designer names here. Ajio's roster is smaller but arguably better curated — it carries Liva-certified brands, has a dedicated 'Indie' section for handcrafted labels, and its AVAASA private label genuinely punches above its Rs 699–Rs 1499 price point in terms of fabric and construction. For discovering new indie brands, Ajio is the better platform. For finding a specific mainstream brand quickly, Myntra wins.
Fabric Quality and Honest Listings
This is where Ajio genuinely differentiates itself. Product listings on Ajio include fabric composition, GSM weight for heavier fabrics, and wash care instructions. Myntra listings are improving but still inconsistent — you'll often find 'polyester' listed with no further detail. For ethnic wear where fabric is everything (nobody wants a scratchy chiffon dupatta), Ajio's transparency is a real advantage. Ajio also carries more Liva-certified viscose products, which drape beautifully and breathe well — important for Indian summers.
Pricing and Sales Strategy
Both platforms work on heavy discount cycles. Myntra's End of Reason Sale (EORS) in June and December routinely goes up to 80% off and is the single best time to buy ethnic wear online. Ajio's Big Bold Sale typically maxes at 75% but often has better prices on premium brands. Day-to-day pricing is comparable — a Biba straight kurta runs Rs 1299–Rs 2499 on both platforms. One Myntra advantage: it frequently offers extra bank card discounts (10–20% off with HDFC, ICICI) that stack with sale prices.
Who Should Buy
- Choose Myntra if you want the widest selection and fastest delivery for a specific occasion outfit
- Choose Ajio if fabric quality and care instructions matter more than brand variety
- Choose Ajio if you're interested in indie or handcrafted ethnic labels
- Choose Myntra if you hold an HDFC or ICICI bank card and want to maximise discount stacking
Skip If
- Skip both for heavy bridal lehengas above Rs 15,000 — visit a physical store or designer directly
- Skip Myntra if you need detailed fabric info before buying — listings can be vague
- Skip Ajio if you need same-day or next-day delivery — Myntra's logistics are faster
Returns, Exchanges, and Customer Service
Both platforms offer 30-day returns for most ethnic wear. Myntra's return pickup is generally faster (1–2 days) and refunds process in 3–5 working days. Ajio's returns are similarly smooth but pickup can take 3–4 days in smaller cities. One important caveat: both platforms exclude certain sale items from returns — always check the return policy badge on the product listing, especially during major sales.
biba
BIBA Women's Cotton Straight Printed Kurta
biba
BIBA Women's Cotton Printed Kurta Set with Dupatta
biba
BIBA Women's Cotton A-Line Churidar Suit
libas
Libas Women's Embroidered Cotton Straight Kurta with Palazzos & Dupatta
OUR VERDICT
Myntra wins for variety, speed, and occasion shopping on a budget. Ajio wins for fabric quality, curated indie brands, and shoppers who read the label before they buy. In practice, I use both — Myntra for volume shopping during EORS, Ajio for finding that well-made everyday kurta that actually holds its shape after ten washes.