Myntra Unveils Zero-Commission Model for Emerging D2C Brands

Myntra, a prominent fashion e-commerce platform in India, has introduced a groundbreaking zero-commission model through its Myntra Rising Stars (MRS) program. This initiative is designed to assist emerging fashion, beauty, and lifestyle brands that are proudly made in India to expand more rapidly by tapping into Myntra’s vast customer base and logistics infrastructure.

Under this new model, homegrown direct-to-consumer (D2C) brands can sell on the marketplace without incurring any commission fees during their initial growth stages. The zero-commission structure aims to extend the reach of these fledgling brands beyond their own websites and social media platforms, facilitating a national presence from the outset. Eligible brands will gain access to Myntra’s impressive pool of over 75 million monthly active users, along with personalized discovery tools, an intuitive app experience, and swift delivery services across 98% of serviceable pin codes in India.

Myntra anticipates that this initiative will allow brands to allocate the capital saved from commission fees towards crucial areas such as brand development, marketing, and customer acquisition. Historically, many early-stage D2C brands have relied on social media platforms like Instagram and influencer marketing strategies to connect with consumers. With this new approach, Myntra seeks to reduce customer acquisition costs while enhancing growth through features like platform-led discovery, promotional coupons, and banking offers.

The Rising Stars program is pivotal in fostering a seamless launch for new brands on the platform. Maneesh Kumar Dubey, Vice President of Category Management at Myntra, stated, “The Rising Stars program is introducing models like zero-commission structures to enable a seamless launch on our platform.” Currently, the MRS program features over 2,000 brands spanning various categories, including fashion, beauty, and lifestyle, positioning itself as a critical source for new-age brands on Myntra.

This zero-commission model follows a successful pilot conducted during the 2025 festive season, specifically targeting the women’s ethnic wear category. During this period, over 200 new brands joined the platform, achieving significant scale and customer penetration within just four months.

As Myntra continues to innovate and support the growth of homegrown brands, this initiative underscores its commitment to empowering the next generation of entrepreneurs in India’s vibrant fashion and lifestyle sectors. The zero-commission model is a strategic move that not only amplifies brand visibility but also strengthens Myntra’s position as a leading player in the e-commerce landscape.