Myntra announced the launch of a zero-commission model aimed at new Indian direct-to-consumer brands entering its marketplace, as the fashion e-commerce platform seeks to draw in early-stage sellers aiming to grow online.

The program, a component of its Myntra Rising Stars initiative, targets indigenous fashion, beauty, and lifestyle brands that mainly market through their own websites or social media platforms. Myntra stated that the model aims to assist these brands in reducing customer acquisition expenses by utilizing the platform's user base, logistics resources, and demand-generation tools during their early growth stage.

This encompasses entry to more than 75 million trend-savvy active users each month throughout India. They would achieve quicker delivery times via Myntra’s logistics and fulfillment capabilities in 98 percent of reachable pin codes. The platform stimulates discovery and demand via growth mechanisms like discount vouchers and banking promotions.

“Myntra, possibly having the largest presence of D2C brands, is committed to fostering this growing sector,” stated Maneesh Kumar Dubey, vice-president of category management at Myntra.

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“The Myntra Rising Stars initiative aims to establish a solid, scalable base for these brands by implementing models like zero-commission frameworks for smooth launches on our platform, equipping brands with powerful technology to generate prominent visibility, and enabling them to expand their operations through data-informed insights,” adds Maneesh.

The MRS initiative presently features more than 2,000 brands in fashion, beauty, and lifestyle, significantly contributing to the industry's overall expansion while addressing the varied requirements of consumers.

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The zero-commission approach is based on a very successful trial in the women’s ethnic clothing segment during the 2025 holiday period. The pilot witnessed more than 200 new brands enlist on the platform, reaching considerable scale and customer reach in just four months.

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It is important to note that this is not a completely novel idea within India’s e-commerce landscape. Competitor Meesho has traditionally functioned with a zero-commission marketplace framework for its vendors.
According to Bank of America (BofA) Global Research, Meesho is at the forefront of India's value commerce, propelled by its asset-light, cost-effective model. The e-commerce site, emphasizing affordable products, resembles platforms like PDD and Shopee in China and Southeast Asia, and keeps broadening its reach for millions of budget-savvy shoppers throughout India.