EORS stands for End of Reason Sale, Myntra's largest fashion sale event, usually held twice a year around June and December. For shoppers it is a discount week; for sellers it is the period when Myntra PLA competition, cost per click and order volume all peak together, and when a Release Order sized for a normal month runs out in days.
Myntra announces the edition, sellers enrol styles with discounts, and traffic climbs from early access through the main days. Every PLA campaign competes for the same search and category slots as thousands of others, so the auction clears at higher CPCs. Agencies working with fashion brands report bids raised 150 to 200% in the 6pm to 10pm window during the event, and an eight-week preparation runway; both are agency practice, not Myntra guidance.
Worked example: a seller normally spends ₹1,000 a day on PLA at ₹12 per click, around 83 clicks. During EORS the CPC moves to ₹25 and the seller wants three times the clicks to match the traffic. That is 250 clicks x ₹25 = ₹6,250 a day. Over a seven-day event that is about ₹44,000, so the Release Order must be raised for that amount before the sale starts, not during it.
Blooprint's marketplace glossary on blooprint.in defines EORS for operations; this page is about the ad side.
Fashion is seasonal, and Myntra concentrates demand into EORS more than Amazon does into Great Indian Festival. Agencies estimate that 25 to 40% of a fashion seller's annual Myntra revenue can land in EORS windows. Missing the auction because the RO ran dry, or because bids stayed at normal levels, is a full-year problem.
The event also has a hangover: fashion return rates are high, and returns from EORS orders arrive over the following two to three weeks. Myntra's ROAS is calculated on attributed orders before returns, so the ROI you see during the sale is higher than what you keep.
The prepaid budget every EORS campaign draws from.
Learn more →How Myntra list banners are priced beside per-click PLA.
Learn more →Enter price, product cost and fees to find the ACoS at which an ad order makes no profit.
Learn more →Track Myntra spend and sales through the sale beside your other marketplaces.
Learn more →EORS is End of Reason Sale, Myntra's flagship fashion sale. Myntra runs it around June and December and announces the exact dates for each edition.
Myntra announces dates a few weeks before each edition. Historically editions fall around June and December; check Myntra's seller communications for the current one.
Agencies report raising bids 150 to 200% in the evening peak to hold position. That is agency practice; your own campaign reports from the last edition are the best guide.
Only on styles that already convert and are stocked and discounted. Peak CPCs punish unproven listings; use the weeks before to find the styles worth funding.
No. Myntra reports ROAS on attributed orders before returns. Fashion returns arrive over the following weeks, so the real return on EORS ads is lower than the sale-week figure.
Join 500+ brands powered by our team with