In a bid to help emerging Indian brands scale faster online, fashion e-commerce platform Myntra has introduced a zero-commission model for new direct-to-consumer sellers joining its marketplace.
The initiative is part of the company’s Myntra Rising Stars programme and is aimed at early-stage Indian fashion, beauty, and lifestyle brands that primarily sell through their own websites or social media platforms. Myntra said the move is designed to reduce customer acquisition costs by allowing these brands to tap into its large user base, logistics infrastructure, and demand-generation tools during their early growth phase.
Under the programme, participating brands gain access to over 75 million fashion-focused monthly active users across India. They also benefit from faster deliveries through Myntra’s logistics and fulfilment network, which covers 98% of serviceable pin codes. The platform also supports discovery and demand through growth drivers such as coupons and bank offers.
“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. “The Myntra Rising Stars programme, which focuses on building a strong, scalable foundation for these brands, is introducing models such as 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.”
The Myntra Rising Stars programme currently hosts more than 2,000 brands across fashion, beauty, and lifestyle categories. The zero-commission structure follows a successful pilot conducted in the women’s ethnic wear segment during the 2025 festive season. During the pilot, over 200 new brands joined the platform and achieved strong scale and customer reach within just 4 months.
The zero-commission approach is not entirely new to India’s e-commerce landscape. Rival platform Meesho has long operated a zero-commission model for sellers. According to Bank of America Global Research, Meesho leads India’s value commerce through a cost-efficient, asset-light structure and follows models similar to PDD and Shopee in China and Southeast Asia.
In November, Flipkart also introduced a revised seller rate card, rolling out a “zero commission” model for products priced below ₹1,000, aimed at simplifying costs, promoting competitive pricing, and strengthening its appeal among small and medium sellers.
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