Fashion and lifestyle e-commerce platform Myntra has announced the introduction of a zero-commission model for all new homegrown direct-to-consumer (D2C) brands joining its marketplace. The initiative will be implemented under the Myntra Rising Stars (MRS) programme and is aimed at helping early-stage brands expand their digital presence beyond their own websites and social media channels.
Under the model, eligible D2C brands will be able to establish and scale their presence on Myntra from the initial phase of onboarding, gaining access to the platform’s large customer base and established end-to-end shopping experience.
The Myntra Rising Stars programme currently hosts more than 2,000 brands across fashion, beauty and lifestyle categories and has contributed to broader industry growth by addressing diverse consumer preferences. The zero-commission structure follows a pilot conducted in the women’s ethnic wear segment during the 2025 festive season, which saw more than 200 new brands join the platform and achieve significant scale and customer reach within four months.
Myntra said participating brands would benefit from reduced customer acquisition costs by allowing them to reinvest capital into brand-building activities during their early growth stages. The model also offers access to over 75 million monthly active users across India, faster delivery timelines through Myntra’s logistics and fulfilment network covering 98 per cent of serviceable pincodes, and enhanced conversion through platform-led discovery tools such as coupons and bank offers.
Maneesh Kumar Dubey, vice-president of category management at Myntra, said India’s e-lifestyle industry continues to evolve, with digital-first brands playing an increasingly influential role in shaping consumer preferences. He added that, as a platform hosting one of the largest pools of D2C brands in the country, Myntra is focused on supporting the sector’s growth through initiatives such as the Rising Stars programme. Dubey said the introduction of zero-commission models is intended to enable seamless onboarding, provide access to robust technology and high-visibility touchpoints, and help brands scale their operations using data-driven insights.
