Myntra Woos D2C Brands with Zero-Commission Deal

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AuthorVihaan Mehta|Published at:
Myntra Woos D2C Brands with Zero-Commission Deal
Overview

E-commerce platform Myntra is launching a zero-commission model for new homegrown D2C fashion and beauty brands under its Rising Stars program. This initiative aims to alleviate rising customer acquisition costs and operational challenges faced by emerging labels, providing them capital for marketing and product development while offering access to Myntra's vast user base.

Myntra Launches Zero-Commission Initiative for New D2C Brands

Myntra has introduced a zero-commission model aimed at new homegrown direct-to-consumer (D2C) brands joining its platform. This strategic move addresses the fierce competition within India's online fashion and beauty sector, where emerging labels often struggle with escalating customer acquisition costs. The program, announced Thursday, is part of Myntra's Rising Stars (MRS) initiative.

Supporting Emerging Labels

Eligible brands, specifically new made-in-India fashion, beauty, and lifestyle labels, can now list and sell products on Myntra without paying any commission fees. This allows these businesses to reallocate essential capital towards critical areas such as marketing, customer acquisition, and enhancing their product offerings. Myntra seeks to play a more active role in nurturing the early growth stages of digital-first brands.

Navigating D2C Challenges

The Indian D2C ecosystem is experiencing rapid expansion, yet many young brands face profitability hurdles. Rising social media advertising expenses, high product return rates, and significant logistics costs present considerable obstacles for smaller labels seeking market penetration. Myntra's offering directly tackles these pain points by removing a key financial burden.

Myntra's Scale Advantage

Myntra is leveraging its substantial market presence as a key attraction for these brands. Eligible participants will gain access to over 75 million monthly active users and Myntra's extensive logistics network, capable of reaching 98% of serviceable pin codes across India. The platform will also enhance brand discovery through in-app promotions, coupon offerings, and partnerships with banks.

Program Success and Future Outlook

This zero-commission structure follows a successful pilot conducted during the 2025 festive season in the women's ethnic wear category. Myntra reported that over 200 new brands joined during this trial period and achieved significant scaling within just four months. The MRS program currently hosts over 2,000 brands, serving as a crucial pipeline for new labels entering Myntra's broader marketplace.

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