End of Reason Sale is to Myntra what Big Billion Days is to Flipkart and the Great Indian Festival is to Amazon. Myntra runs it twice a year, usually in late May or June and again in December, with the odd extra edition. The 24th edition opened on 29 May 2026 with early access on 28 May and ran to mid-June. Myntra's own announcement for that edition cited 6 million-plus styles, 15,000 emerging brands, 5,000 brands making their EORS debut, and quick delivery through M-Now in 11 cities from 90-plus dark stores. For a brand, EORS is the fortnight in which a large share of the half-year's Myntra revenue is decided.
How it works
Participation is by invitation and by meeting Myntra's event terms. Months ahead, category managers ask brands to nominate styles and commit discount depths; Myntra then builds the event pages, banners and app placements around those commitments. Brands usually fund the discount on their styles, while Myntra funds platform-level offers such as bank cashback and early-access pricing. Myntra publishes the customer-facing offers (for the 2026 edition, a ₹9 early-access pass for Myntra Insiders and ₹19 for others, 5% extra on prepaid orders and a 10% instant discount on HDFC Bank credit cards), but it does not publish seller-side commission changes, ad rate changes or minimum discount requirements; those sit in each brand's event agreement.
Worked example: a kidswear brand nominates 120 styles at 40% off. Its average MRP is ₹1,200, so the selling price is ₹720. If the brand's normal Myntra run rate is 150 units a day and EORS lifts it to 900 units a day for 10 days, gross sales are ₹64.8 lakh for the event against ₹10.8 lakh in a normal ten days. At an illustrative 20% commission and ₹80 average logistics, the brand nets about ₹44.6 lakh before returns. Whether that beats the margin lost to the discount depends on the stock it would otherwise have marked down anyway, which is exactly the calculation the brand needs to run before nominating styles.
Why it matters for sellers
EORS decides three things: how much end-of-season stock you clear, how your brand ranks on Myntra afterwards (event velocity feeds the algorithm), and how much of Myntra's paid placement you can afford at the moment traffic peaks. Brands that sit out generally lose share to those that participate, because customers who buy during the sale keep browsing the brands they discovered.
How to manage it
- Plan inventory eight to ten weeks ahead; inward deadlines for Myntra's warehouses close well before the event.
- Choose styles for clearance and styles for growth separately, and set different discount depths for each.
- Reserve advertising budget for the early-access day and the first weekend; those hours take most of the volume.
- Staff up for returns; a spike in sales brings a spike in returns two to three weeks later.
- Read the event's seller terms in full, including any changed commission or return charges, before committing.
Blooprint's ex-Flipkart team runs EORS planning, inwarding and ads as part of Myntra account management. For the basics, read how to sell on Myntra.