Myntra has unveiled a zero-commission selling model aimed at accelerating the growth of emerging Indian fashion, beauty and lifestyle brands, as competition intensifies among ecommerce platforms to onboard promising direct-to-consumer labels early in their journey.
The new structure has been introduced under Myntra’s Rising Stars programme and allows eligible homegrown D2C brands to list and sell on the marketplace without paying any commission during their initial phase of growth. The initiative is designed to help young brands move beyond limited reach on their own websites and social media platforms and access a nationwide customer base from the outset.
Brands joining the programme will gain exposure to Myntra’s more than 75 million monthly active users, along with the platform’s discovery tools, data-led merchandising support and delivery network that services 98 percent of India’s pin codes. By removing commission costs at the entry stage, Myntra said brands can deploy more capital toward marketing, product development and customer acquisition, areas that often strain early-stage businesses.
For many D2C labels, scaling beyond Instagram-led marketing and influencer partnerships remains a challenge due to high acquisition costs and fragmented logistics. Myntra’s model seeks to address this gap by offering built-in demand drivers such as platform-led visibility, targeted promotions, bank offers and access to its fulfilment infrastructure, enabling brands to focus on building consumer loyalty and consistent demand.
The Rising Stars programme currently hosts over 2,000 brands across fashion, beauty and lifestyle categories and has emerged as a key pipeline for new labels on the platform. Myntra said the zero-commission approach follows a pilot conducted during the 2025 festive season in the women’s ethnic wear segment. More than 200 new brands were onboarded during the trial, several of which achieved scale and wider customer reach within four months.
Myntra executives said the initiative reflects a broader push to support Made-in-India brands with technology, insights and visibility that can help them build sustainable businesses. As the D2C ecosystem matures, marketplace-led support models such as this are expected to play a larger role in shaping the next generation of Indian consumer brands.
