Whalesbook
Myntra announced on Friday a significant shift in its marketplace strategy, eliminating commission fees for emerging Made-in-India fashion, beauty, and lifestyle brands. The initiative is part of its Myntra Rising Stars (MRS) programme, designed to accelerate the growth of homegrown direct-to-consumer (D2C) brands.
Zero-Commission for Early Growth
Under the new model, eligible D2C brands joining the platform will sell at zero commission during their initial growth phase. This aims to help young brands bypass the limitations of their own websites and social media, enabling them to establish a national presence from day one. The move grants these brands access to Myntra’s user base of over 75 million monthly active users.
Leveraging Platform Strengths
Brands will also benefit from Myntra’s personalized discovery tools, a seamless app experience, and quick delivery across 98% of serviceable pin codes in India. By removing commission costs, Myntra stated that brands can redirect capital towards essential areas like brand building, marketing, and customer acquisition, effectively lowering customer acquisition costs.
Data-Driven Insights and Scale
Maneesh Kumar Dubey, Vice President of Category Management at Myntra, emphasized the MRS program's role in building a strong foundation for these brands. "We are introducing models like zero-commission structures to enable a seamless launch on our platform, provide brands with robust technology to create high-visibility touchpoints and allow them to scale their operations with data-driven insights," Dubey said.
Successful Pilot Program
The zero-commission model follows a successful pilot during the 2025 festive season in the women's ethnic wear category. Over 200 new brands joined Myntra during this period and achieved substantial scale and customer penetration within four months, validating the strategy.
The MRS program currently supports more than 2,000 brands, acting as a key incubator for new-age businesses on the platform.