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Gen-Z fashion-favourite Urbanic kicks off to a roaring start on Myntra

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London-based digital fashion brand and Gen-Zs chosen marque, Urbanic, opened to a thumping reception from young shoppers on day 1 of its launch on Myntra. This is among the biggest-ever opening day for a brand on Myntra catering to Gen-Z fashion. Urbanic was the second highest-grossing brand on the first day of its launch on Myntra. Myntra had announced the launch of Urbanic on its platform over a week ago, creating frenzy and excitement among the young, fashion-forward shoppers in the country, evident from the behemoth wishlists created starting 6 days before the brand went live on Myntra.

About 23,000 items were sold within the first 12 hours of going live and over 51,000 by the end of the day on September 1, the launch day, largely from the tops, dresses, and jeans categories, with pink, orange, purple, black and brown as the most sought-after colours. Shoppers started early so as to not miss out on their favorite styles, colors, and sizes to the dash, picking up 6.9k items through 2.8k orders within the first one hour of the opening day.

Key Highlights:

1. Top 3 categories — Tops, Dresses, and Jeans

2. Geography — ~55% of purchases were recorded from non-metro cities

3. Non-tier 1 cities that shopped the most — Imphal, Jaipur, and Lucknow

4. Number of shoppers on day-1 — ~22k

5. Number of orders placed in the first 12 hrs — 9k

6. Number of items sold on day 1 — Over 51K

7. Over 80% of styles from the collection wishlisted even before Urbanic went live on Myntra

8. Basics & floral print in tops; floral & ruched in dresses; and regular & distressed in denims among the most in-demand trends on the opening day

Myntra’s collaboration with Urbanic, one of the favorites among fashionable Gen-Z shoppers in India for its chic, trendy, and flexibly priced fashion has brought the brand very close to one of the largest cohorts of such shoppers globally. With this partnership Myntra has ramped up its Gen-Z portfolio, adding over 2000 latest styles and designs from Urbanic onto its platform, hugely complementing the trendy selections Myntra is known for. An increasingly important cohort for the fashion, lifestyle and beauty major, Gen-Z fashion has taken over the digital space and has boosted the comeback of Y2K fashion whilst defining new trends. Their definition of fashion transcends the rulebook and embraces differences, gender fluidity, and individuality. Urbanic’s offerings and designs capture the essence and spirit of this generation.

Over 50% of the offerings from Urbanic on Myntra will be priced under Rs. 999, which will further help establish unparalleled access to a plethora of bold, experimental, and stylish range of clothing and accessories throughout the country for shoppers. This addition to the portfolio further enhances Myntra’s stronghold among the fashion-forward as the ultimate Fashion destination, offering the most stylish fashion in trend choices to the young shoppers ahead of the festive season.

Commenting on the successful launch, Ayyappan Rajagopal, Chief Business Officer, Myntra, said, “We are elated to witness this level of response and are grateful to our customers for this tremendous reception as we gear-up for the festive season. The consumer-centric ethos and progressive concepts of both Urbanic and Myntra have clearly resonated with the youth in India, especially young women, evident from the sales on the first day of the launch, which has surpassed our expectations by a huge margin. Our collaboration with Urbanic will provide Gen-Z a shorter route to express themselves and stand apart as we look forward to serving them with chic, trendsetting outfits.”

Celebrating the phenomenal reception of the brand on Myntra, Rahul Dayama, Head of Marketing, Urbanic India said, “We are surely delighted by the overwhelming response Urbanic has received on Myntra. Grateful to be able to make Urbanic more accessible to fashion-conscious Indians and scale the brand to newer heights through this unparalleled partnership.”

Business

SEBI confirms ban on LS Industries and key individuals amid fraud probe

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Mumbai, May 31: The Securities and Exchange Board of India (SEBI) has confirmed the suspension of LS Industries, its promoter Profound Finance, and four other individuals from participating in the securities markets.

The action comes as part of an ongoing investigation into allegations of fraudulent activities and manipulation of the company’s share price.

The individuals barred include Jahangir Panikkaveettil Perumbarambathu, the promoter of Profound Finance, as well as Suresh Goyal, Alka Sahni, and Shashi Kant Sahni HUF, a Dubai-based NRI shareholder of LS Industries.

SEBI has extended the deadline for completing the investigation until November 15 and has directed all involved parties to cooperate fully with the inquiry.

Back in February 2025, SEBI had issued an interim order banning LS Industries and its associates from trading in the stock market due to suspicious activities.

The regulator also ordered Perumbarambathu to return illegal gains of Rs 1.14 crore that he allegedly earned through the sale of shares under the suspected scheme.

SEBI ‘s probe centres on LS Industries and its associates being involved in a scheme to artificially boost the company’s share price.

Despite having reported almost no revenue for three consecutive financial years (FY22 to FY24) and the first three quarters of FY25, the company’s stock surged dramatically.

Between July 23 and September 27, 2024, the share price skyrocketed from Rs 22.50 to Rs 267.50 — raising the company’s market valuation to an eye-popping Rs 22,700 crore.

This sharp rise in share price occurred without any improvement in the company’s financial performance, raising red flags.

SEBI’s interim findings noted dubious transfers of shares to Perumbarambathu and unusual trading patterns by some individuals.

The regulator stated that these factors strongly suggested a deliberate plan to mislead investors and manipulate the stock.

SEBI emphasised that it appeared, on the surface, that LS Industries and the other parties were involved in a coordinated effort to deceive the market.

“The investigation is ongoing, and the parties will remain barred from market activities until its conclusion,” the market regulator stated.

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Crime

Woman drug supplier arrested in Delhi’s Mangolpuri; ganja seized

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New Delhi, May 31: A woman drug supplier was arrested from Delhi’s Mangolpuri area and 427 grams of ganja was recovered from her possession, police said on Saturday.

The accused was identified as ‘M’. The arrest comes amid the Delhi Police’s ongoing crackdown on narcotics under its ‘Zero Tolerance’ policy and the broader objectives of the Nasha Mukt Bharat Abhiyan (NMBA).

Acting on a tip-off received by Constable Bajrang of Police Station Mangolpuri that a female was allegedly in possession of ganja, a raid was conducted at the specified location.

Constable Bajrang and a female staff member observed a suspicious female carrying a white polythene bag.

“On noticing the presence of police personnel, the suspect attempted to hide. However, the alert police team, with the assistance of a female staff namely W/HC Pooja, swiftly apprehended her,” said Sachin Sharma, Deputy Commissioner of Police, Outer District, New Delhi.

A polythene bag containing 427 grams of ‘ganja’ and Rs 1,470 in cash was recovered from the possession of the accused.

The accused was booked under Section 20(A) of the Narcotic Drugs and Psychotropic Substances (NDPS) Act, 1985 at Police Station Mangolpuri.

Further investigation is underway to identify and apprehend other associates involved in the illegal drug trade, the police said.

In another case on May 29, the Anti-Narcotics Task Force (ANTF) of the Delhi Police Crime Branch arrested Jameel Ahmad, the alleged mastermind of a major drug trafficking syndicate. Ahmed has been absconding for six years.

The case dates back to June 2019, when the then Narcotics Cell (now ANTF) of the Crime Branch seized 500 kg of ganja from a truck at Metcalfe Bus Stand, Kashmere Gate.

Three persons — Aslam Khan and Mausam Khan, both from Nuh district in Haryana, and Jakam Khan from Alwar, Rajasthan — were arrested in connection with the consignment, who revealed that they had committed the crime at the behest of Ahmed.

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National

Delhi records wettest May; IMD issues ‘Orange Alert’ for today

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New Delhi, May 31: Delhi recorded a minimum temperature of 34.8 degrees Celsius on Saturday morning, marking one of the warmer days of the season. However, despite the high morning temperature, this May has been unusual in many ways, including below-normal daytime temperatures, unprecedented frequent rains, and the absence of any heatwave conditions.

In terms of rainfall, May 2025 has been historic for Delhi, with the capital receiving 188.9 mm of rainfall, the highest-ever rainfall recorded in the month of May. This is over 202 per cent more than the normal monthly average of 62.6 mm. In contrast, May 2024 saw just 0.4 mm of rain, which was 99 per cent below average, with not a single rainy day recorded.

According to the India Meteorological Department (IMD), this is only the third time in the last five years that Delhi has seen the mercury stay below 40 degrees Celsius throughout May. Not a single day this month recorded conditions severe enough to be classified as an intense heatwave, making it a rare exception in the typically scorching summer month.

The current spell of unusual weather is being attributed to the early arrival of the monsoon in Mumbai, which has had a ripple effect on weather systems in northern India, including Delhi. However, meteorologists have clarified that the monsoon has not yet arrived in the national Capital, even though conditions have turned significantly cooler and wetter.

The IMD has issued an ‘Orange Alert’ for Delhi-NCR tonight, warning residents to stay alert as thunderstorms and heavy rain are likely. An ‘Orange Alert’ signals potentially disruptive weather, and people are advised to prepare for sudden changes in conditions.

The forecast suggests rain accompanied by thunder and strong winds will continue across Delhi and surrounding areas till June 4. A ‘Yellow Alert’ is also in place for Saturday, with the possibility of rain showers at any time during the day.

Meanwhile, the Air Quality Index (AQI) stood at 167, placing it in the ‘moderate’ category, according to the Central Pollution Control Board (CPCB).

The AQI scale defines values between 101–200 as ‘moderate,’ while 201–300 is ‘poor,’ and 301–400 is considered ‘very poor’.

With unpredictable weather continuing, Delhi people are advised to remain cautious and plan accordingly as the city experiences one of its most unusual Mays in recent history.

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