Online fashion retailer Myntra's latest End of Reason Sale (EORS) recorded a 30% year-on-year increase in first-time shoppers, with non-metro cities accounting for more than half of new customer additions, according to data released by the company.The Walmart-owned fashion e-commerce platform said 55% of first-time shoppers during the sale came from non-metro markets, including cities such as Jaipur, Lucknow, Patna, Indore, Guwahati, Surat, Nagpur and Bhopal.The company reported strong traction for homegrown direct-to-consumer (D2C) brands. Brands participating under Myntra Rising Stars, its programme for emerging Indian brands, recorded an average 40% increase in demand compared with the June edition of the sale last year. D2C brands collectively added nearly 1.3 million product listings across categories.Among product categories, men's casual wear emerged as a key demand driver, while women's ethnic wear, women's western wear, beauty and personal care products, kidswear and travel-related categories such as luggage and backpacks also witnessed strong demand.Myntra's quick-delivery service M-Now, which is currently available in 11 cities, reported increased demand during the sale. The service offers access to over 100,000 styles with deliveries starting from 30 minutes. Delhi, Bengaluru and Mumbai were among the strongest markets, while the company also reported growing adoption in cities such as Patna, Jaipur, Lucknow and Ahmedabad.The company's Gen Z-focused proposition, FWD, also saw higher engagement during the sale, supported by a catalogue of more than 700,000 styles across youth-focused brands.The sale featured over six million products across fashion, beauty, footwear, accessories, home and lifestyle categories.