Myntra has rolled out a zero-commission model for new Indian direct-to-consumer (D2C) brands joining its marketplace, as the fashion e-commerce platform looks to attract early-stage sellers aiming to scale online.
The initiative is part of Myntra’s Rising Stars (MRS) programme and is targeted at homegrown fashion, beauty and lifestyle brands that currently sell primarily through their own websites or social media platforms.
Lowering entry barriers for early-stage brands
Myntra said the zero-commission structure is designed to help emerging brands reduce customer acquisition costs during their initial growth phase. Participating brands will be able to leverage Myntra’s demand-generation tools, logistics network and technology infrastructure without paying marketplace commissions at the outset.
Through the programme, brands gain access to more than 75 million monthly active users across India. They also benefit from faster delivery timelines enabled by Myntra’s fulfilment and logistics capabilities, which cover around 98 per cent of serviceable pin codes. Discovery and demand are further supported through platform-led growth levers such as coupons and bank offers.
Building scalable D2C businesses
“With arguably the highest number of D2C brands, Myntra is dedicated to supporting this burgeoning industry,” said Maneesh Kumar Dubey, vice-president, category management, Myntra. He added that the Rising Stars programme is focused on helping brands build a strong and scalable foundation using technology, visibility tools and data-driven insights.
The MRS programme currently hosts over 2,000 brands across fashion, beauty and lifestyle categories. Myntra said the zero-commission model follows a successful pilot conducted in the women’s ethnic wear category during the 2025 festive season, where more than 200 new brands scaled rapidly and achieved customer penetration within four months.
Competitive context in Indian ecommerce
Zero-commission selling is not new to India’s ecommerce ecosystem. Meesho has long operated a zero-commission marketplace model, particularly in value commerce. Meanwhile, Flipkart introduced a zero-commission structure last year for products priced below ₹1,000 to simplify seller costs and attract small and medium businesses.
Myntra’s move signals increasing competition among platforms to onboard and scale India’s growing base of D2C brands.
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